Two Japanese brands have come together for a rare collaboration as MOS Burger, a leading Japanese burger chain enters the Philippine market. Toyota, one of the biggest car manufacturers in the world and the leading car brand in the country, joined MOS Burger on its opening day motorcade last February 27.
“This is a partnership between two brands that deeply values quality and service. Filipinos have already made Toyota a part of their lives; it’s a brand that they interact with on a daily basis. We are also looking forward to be a part of the Filipinos’ lives as we bring Japan’s best burgers here,” MOS Burger Philippines president Araki Masahide said.
Along with Araki, MOS Burger Philippines CEO Hubert U. Young, MOS Burger Philippines Vice President Tateishi Hiroshi, and MOS Food Services Chairman Atsushi Sakurada have joined the motorcade and arrived at Robinson’s Galleria in rally-inspired Toyota Vios G+ cars.
The motorcade came from the MOS Burger Philippines’ offices in Pasig. It passed by Reliance St., Pioneer St., Shaw Blvd., Julia Vargas Ave., Emerald Ave., and finally by ADB Ave. The first MOS Burger store is located at Robinsons Galleria (near its ADB Ave. entrance).
“We welcome MOS Burger to the Philippines and join them in their endeavor of serving Filipinos. The Philippines is a very special market for Toyota. We have been here for more than 30 years now, and we wish MOS Burger that same longevity in the country. Like Toyota, MOS Burger is a company that puts its customers first by providing quality products and services. This is why it has become a well-loved brand in Japan and other countries,” said Executive Vice President for Marketing Division of Toyota Motor Philippines Kei Mizuguchi.
The coming together of the two brands is symbolic for it is a “nod to a custom where you introduce someone to your family.” The MOS and Toyota collaboration was initiated to introduce MOS Burger to Filipinos as a top-of-mind Japanese brand which has become ubiquitous in Japan and essentially part of the lives of the Japanese.
MOS Burger Philippines plans to open 50 stores in the country by 2027. The company is a joint venture between MOS Food Services Inc. of Japan and Tokyo Coffee Holdings of the Young family of General Milling Corp.
Apart from their store in Galleria, MOS Burger Philippines will open stores in SM Megamall, Robinsons Magnolia, Greenhills, Eastwood, and Midtown this year.