Yabu celebrates 15 years of katsu mastery and marks its next chapter of growth

MANILA, Philippines — Yabu: House of Katsu, the Philippines’ pioneer in authentic Japanese katsu, proudly celebrates its 15th anniversary on November 11. What began as a single restaurant at SM Megamall in 2011 has grown into 25 locations nationwide, built on one promise: to master one dish and serve it without compromise.

Over 15 years, Yabu has helped turn katsu into a dish Filipinos line up for, whether for a quick weekday lunch or a weekend celebration. This November, it honors the guests who made that journey possible with a 15th anniversary celebration: a store-wide Katsu 150 promo, special in-store surprises on 11.11, and a social media raffle celebrating the Yabu moments guests have

“Fifteen years ago, we set out to master one dish. Every set we have served since then has been a promise to raise that standard, and our guests are the reason we have kept it,” shared John Concepcion, Standard Group’s CEO and co-founder.

Where it all began

Yabu opened in 2011 with katsu developed alongside Chef Kazuya Takeda, a Michelin Bib Gourmand chef who runs the Tokyo-based restaurant Tonkatsu Takeshin. It introduced Filipinos to a restaurant devoted entirely to katsu, at a time when the dish was mostly one item on a broader Japanese menu.

Yabu also pioneered a new kind of casual dining: generous, refillable sets that offer real value for money without compromising the quality of the food. That balance set it apart from the start, and it remains the reason many guests first walked in.

Mastery in every set

Every Yabu katsu begins with nama panko, made fresh in-house every day from a proprietary shokupan bread recipe. Each cutlet is breaded and fried to order, coming out spiky and golden, with just the right crisp outside and tender meat within.

This craft and technique traces back to Chef Kazuya Takeda, and Yabu's chefs continue to be trained and certified against his standards. This ensures that every one of Yabu’s 25 locations serves katsu held to the same standard that we have set.

Completing every set are Yabu’s refillables and ritual. The Japanese rice, fresh cabbage, and fruits are sourced farm-to-table and, along with the miso soup, can be refilled throughout the meal, while guests grind their own sesame seeds for the house katsu sauce: a small ritual that has become an iconic part of the Yabu experience.

Hospitality that completes the meal

The katsu may bring guests to the table, but it is hospitality that turns a good meal into a full Yabu experience. This belief runs through every concept under Standard Group: none of its restaurants would exist without the standard of hospitality it upholds. At Yabu, it shows in the small things, from a server’s ready “Certainly” to meals that reach the table promptly, from the first greeting to the last refill.

That hospitality has made Yabu a home for every kind of guest, from solo diners rewarding themselves after a long week and couples looking for a dependable date spot to families spending their weekends over katsu, often across generations who have grown up with the brand.

The next 15 years

Yabu has grown alongside its guests. Beyond the classic Rosu and Hire sets, it has introduced specialty sets such as the Menchi Katsu, the Tornado Katsu Curry, and the Katsudon, each held to the same standard as the original sets.

The brand is not stopping at just 15 years. Yabu sees new branches and the expansion of existing stores on the horizon. Its growth reflects a larger momentum at Standard Group, home to Kiwami Japanese Master Kitchens, Hikiniku To Come, Ramen Ippudo, as well as brands within Kiwami, such as Koyo Handroll Bar, Roen House of Robata, and Hokkaido Soft Cream.

The group is also settling into a new office in Greenfield, built to support its next stage of growth. Behind the scenes, new concepts are taking shape, with a few expected to open their doors in the year ahead.

“Fifteen years in, there is still a lot to build. What got us here is holding every store to the same standard, every day, while always looking for better ways to master what we do. We do not wait for quality to slip before we improve,” added Concepcion.

Editors Note: This press release for Yabu is not covered by Philstar.com's editorial guidelines.