Drawing Restaurants on a Blank Canvas

―――What drew you into the restaurant world?

His parents ran a diner; restaurants were always part of his life. After 22 years at Global Dining — ending as vice president — he wanted to draw his own picture. He founded HUGE in 2005 at age 42.

―――What kind of company is HUGE?

Simply put, a ‘restaurant company.’ It all begins with imagining: ‘What if I brought that restaurant I saw in my travels to Tokyo?’ New ideas are tested by pitching to peers, younger staff, and people from completely different industries — widespread interest signals a winning concept.

 

A Development Journey to Vietnam for the Perfect Rice Noodle

―――Tell us about the co-development story with Hashizumen.

When developing rice noodles for an Asian restaurant, his Italian-noodle background led him to first (perplexingly) ask whether gluten could be added. He then invited Hashizumen’s president to Vietnam for a research trip. After 10+ rounds of prototyping, they achieved a satisfyingly chewy, moist rice noodle.

―――Was the rice noodle a success?

A massive hit — the No. 1 dish at all four Asian restaurants. He had privately resolved to abandon the Asian restaurant concept if this noodle hadn’t worked out. The broth — chicken stock with charred sea bream bones and kombu, no artificial seasonings — is a perfect match. The noodle also works brilliantly as pad thai noodles.