Sushi Station expands in Cebu with no immediate plans to franchise

Nonki Group of Restaurants is expanding Sushi Station in Cebu, in the Philippines, but has no immediate plans to franchise the concept. With the opening of its third and largest branch at Ayala Center Cebu, the group is prioritising the dining experience, food quality and its ability to maintain service standards.

Third Sushi Station, part of a wider group

According to a report in The Freeman dated 10 November 2026, the Cebu-based group’s expansion of its Japanese restaurant concept rests on technology, efficient operations and local customers. The Ayala Center Cebu branch is the latest step in Sushi Station’s growth.

It is important to distinguish between the number of Sushi Station branches and the company’s overall footprint. There are three Sushi Station restaurants, while Nonki Group operates 16 restaurants in total, according to Machida, who was quoted in the report. The group’s concepts include Nonki, Koshima, Nonki Express, Sushi Station and Umiraku.

The figure of 16 therefore does not refer to Sushi Station alone. It reflects the group’s broader experience of running different restaurant concepts, which underpins its current expansion.

For those watching the Philippine franchise market, the opening is noteworthy because the company draws a clear distinction between increasing its restaurant count and deciding to offer franchises.

Direct management first, rather than rapid growth

Machida said there were no immediate plans to franchise Sushi Station. The main concern is that rapid expansion could compromise consistency in food and service.

He explained that rapid growth and maximising profit are not the group’s primary objectives. It places greater emphasis on the dining experience, the quality of its food and its ability to deliver the same standards on every visit.

The company therefore intends to expand the concept at a pace it can manage. It wants to retain direct control rather than risk standards slipping if a future franchisee were to prioritise recovering their investment.

This is Nonki Group’s view of its own concept, not a judgement on all franchise businesses. For now, the decision is to keep Sushi Station under direct management as it expands. The absence of immediate plans does not permanently rule out franchising in the future.

Local demand and technology underpin expansion

According to the report, local customers account for most of the group’s business. This is one of the foundations of its continued expansion, alongside the use of technology and improvements to operations.

However, the company does not see investment in technology as a reason to accelerate branch growth through franchising. Expansion remains tied to its ability to oversee the business and deliver the expected quality.

The group also aims to keep prices steady as far as possible. Under this approach, looking after the customer experience, controlling operations and choosing the pace of growth are closely linked. Technology is used to improve operations, while food and service remain the main priorities.

Visayas and Mindanao before Metro Manila

Nonki Group will also prioritise completing its expansion in key cities across the Visayas and Mindanao, the central and southern regions of the Philippines, before considering entry into Metro Manila. According to the report, competition among Japanese restaurants is more firmly established in the capital.

Rather than heading straight to Manila or accelerating growth through franchising, the group has chosen to strengthen its regional presence first. This is consistent with its aim of expanding at a pace its own operations can support.

Practical takeaway: For prospective franchisees, a new restaurant opening does not automatically mean a franchise opportunity is available. Sushi Station’s current position is clear: expansion under direct management comes first, with no immediate plans to take on franchisees.