Rice bowl chain Yoshinoya Japanese Kitchen named Jon Gilliam as its CEO, the quick-service brand announced Thursday.
Gilliam, who has two decades’ of industry experience, comes to the company from Moe’s Southwest Grill, where he worked on modernization initiatives as VP of operations and retail technology. Before that, Gilliam held leadership posts at Jamba, SusieCakes Bakery and Starbucks.
Yoshinoya is among the oldest fast-food chains in the world, opening its first restaurant in 1899 in Tokyo. It currently has more than 2,000 restaurants around the world, with just about 100 locations in California.
“Building on the company’s rebranding initiative and establishment of off-premise sales channels, I look forward to leading its continued evolution, while staying true to our rich Japanese heritage,” Gilliam said in a statement. “I’m excited to join the Yoshinoya team and look forward to guiding the company to new heights.”
Photo courtesy Yoshinoya Japanese Kitchen
Gilliam will be charged with streamlining Yoshinoya’s operations and steering new menu offerings as it seeks to expand its U.S. footprint.
Dar Vasseghi had served as the chain’s CEO from August 2013 until this January, according to his LinkedIn. Vasseghi is now the head of Tartine Bakery.
The chain serves about 20 different bowl options, including its popular Gyudon Beef Bowl, and consistently adds new menu items. It started in Tokyo’s bustling Nihonbashi Fish Market and became a go-to spot for area fisherman, the chain said. That original location was destroyed by an earthquake in 1923.
Yoshinoya opened its first U.S. location, in Los Angeles, in 1996.
In the U.S., this customizable bowl concept has been on the decline in recent years. Yoshinoya’s sales fell 15.5% from 2019 to 2020, according to Restaurant Business sister firm Technomic.
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