JR East Cross Station will consolidate its three station soba brands under “Sobaichi” by around 2030.
Beginning October 20, the broth served at “Irorian Kiraku” and “Irorian Kiraku Soba” will be standardized to the broth used by “Sobaichi.” Six locations—the Ningyocho, Shin-Koenji, Utsunomiya, Utsunomiya Shinkansen, Otsuki, and Kofu outlets—will make the switch as soon as preparations are complete, from mid-December onward.
While retaining its rich soy sauce base, the broth has reduced sweetness and is blended with three types of soy sauce, three types of dashi stock, and white mirin. It is designed to pair well with toppings such as kakiage vegetable tempura.
Starting with the Minami-Urawa outlet, scheduled to open in December, the brand will revamp its facades and interiors and gradually roll out the new design to all locations by around 2030. Based on the concept of “an authentic soba specialty restaurant that is easy for businesspeople to enter,” the design will be Japanese-modern, inspired by long-established soba restaurants. Edo purple and iris purple will be used as the brand colors, appearing as accents on noren curtains and throughout the interiors.
Regarding the background to the consolidation, the company said that, as Sobaichi marks its 15th anniversary, it considered ways to optimize and improve the customer experience. By unifying the brands, it aims to create a more consistent image and provide services that are easier to understand.
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