In 1998, on a trip to Japan, businessman Hubert Young had his first taste of MOS Burger. “I had the Yakiniku Rice Burger and I thought, ‘This is so Filipino. Filipinos are gonna love it.’ The sweetness of the yakiniku, the rice patty … Filipinos love to eat with their hands. It was perfect.”
One taste was all it took for him to want to bring the brand to Manila.
But he had to wait. Instead, the UCC Ueshima Coffee Philippines CEO focused on introducing UCC to Filipinos and building the brand here.
Twenty years later, it was MOS Burger that came to him. “‘They said, ‘We heard about you and we know what you can do. How can we do something together?’ and I said, “You’re heaven-sent because two decades ago, I was looking for you.’”
MOS Burger was founded in Tokyo in 1972 and now has over 1,700 stores in nine countries—now 10, including the Philippines. MOS Burger Philippines is a joint venture of MOS Food Services Inc. of Japan and Tokyo Coffee Holdings of the Young family (which is also behind General Milling Corp.).
MOS Burger’s first branch in the country is now open at Robinsons Galleria with more soon to follow at SM Megamall, One Eastwood Tower 2, Robinsons Magnolia, O-Square in Greenhills and Robinsons Manila.
“We want Filipinos to love MOS Burger,” said Atsushi Sakurada, chair of MOS Food Services who flew in for the launch.What to try
And there’s plenty to love. The Yakiniku Rice Burger, which seems to be everyone’s favorite, is a must-try.“What really makes us different is our rice burger. Filipinos love rice and they’ll fall in love with our rice burger,” Young said.
Other offerings include the Signature MOS Cheeseburger, Wagyu Burger, Wagyu Rice Burger, Yakiniku Rice Burger, Teriyaki Chicken Burger, Teriyaki Chicken Rice Burger and Seafood Tempura Rice Burger.
Young said, “We’re pricing ourselves just a bit above our competitors. For example, our Mos Cheeseburger is P149 and the Yakiniku Rice Burger is P169. We’re a cook-to-order restaurant, we’re not fast food.”
The Wagyu Burger is P299 while the Wagyu Rice Burger is P309.
“I consider hamburger as comfort food so I am delighted that a proudly Japanese homegrown brand has finally reached Philippine shores,” said Japan Ambassador Koji Haneda.
Even people watching their carb intake will have choices at MOS.
They can go for the Natsumi Yakiniku (yakiniku wrapped in lettuce) or Natsumi Teriyaki Chicken (teriyaki chicken wrapped in lettuce) for P189 and P209.
They will also begin serving Japanese breakfast in a week or so. And, said Young, watch out for a Filipino twist in a month or two.
“Let me say this. What do we Filipinos like? Tapsilog. Picture this: Mosilog.” That’s sinangag burger right there!
“You can expect the coffee to be very good, too, because we’re the people behind UCC as well,” Young said.
“Now, you don’t have to go all the way to Japan to have your fill of our best-selling yakiniku rice burger,” said MOS Burger Philippines president Araki Masahide.
As for travelers who have enjoyed MOS, Young said, “You will experience exactly the same courtesy and the same food that you do in Japan.”
