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Spain’s leading Asian restaurant chain is making serious waves in South Florida’s competitive food and beverage landscape. UDON officially opened its doors at Dadeland Mall today, October 20th, marking a pivotal moment in the brand’s aggressive U.S. expansion strategy. This isn’t just another mall restaurant opening: it’s a carefully orchestrated move that builds on the massive success of their Aventura Mall debut earlier this year.
For food and beverage professionals watching market trends, UDON’s approach offers fascinating insights into how international brands can successfully adapt to American markets while maintaining their authentic identity. The new Dadeland location represents more than geographic expansion; it’s a masterclass in strategic market penetration.
Building on Aventura’s Success: A Strategic South Florida Play
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The January launch at Aventura Mall wasn’t just successful: it was a game-changer that validated UDON’s American strategy. The brand’s decision to double down with Dadeland demonstrates the kind of calculated risk-taking that separates industry leaders from followers in today’s food service industry.
“I am delighted to be living in Miami during this pivotal phase of our U.S. expansion,” said Jordi Vidal, co-founder of UDON. “This city boasts a dynamic culinary landscape, and I am eager to introduce our distinctive interpretation of Asian cuisine to the community.”
This rapid expansion timeline: from January to October: shows how quickly successful restaurant concepts can scale when they hit the right market conditions. For hospitality managers and foodservice executives, UDON’s South Florida strategy offers valuable lessons in market timing and consumer demand validation.
Menu Innovation That Drives Revenue
The heart of UDON’s success lies in their menu innovation approach, specifically their noodle-centric concept that goes far beyond traditional expectations. Under Culinary Director Alberto Gómez’s leadership since 2012, the brand has perfected the art of blending authenticity with creativity: a balance that’s notoriously difficult to achieve in the food and beverage industry.
Signature Noodle Program
UDON’s noodle offerings showcase three distinct styles:
- Corral Chicken Yakisoba with stir-fried vegetables and crisp cornflake-crusted chicken
- Miso Ramen featuring marinated pork and soft-boiled egg
- Spicy Kimchi Chicken Udon with bok choy, wild asparagus, and breaded chicken
What sets these dishes apart isn’t just flavor: it’s the operational efficiency. Each dish is cooked to order using fresh, often organic ingredients, demonstrating how premium positioning doesn’t have to sacrifice speed of service.
Asian-Inspired Tapas Strategy
The izakaya-style tapas program encourages higher check averages through sharing plates: a proven revenue strategy that many food and beverage managers are implementing. Popular options include:
- Pork or vegetable gyozas
- Pillowy Pork Buns
- Tiger Shrimp Tempura
Revolutionary Noodle Rolls
Perhaps UDON’s most innovative menu category is their Noodle Rolls: handmade noodles replacing traditional sushi rice. The Salmon Roll combines salmon, avocado, mango, cream cheese, and teriyaki sauce, creating a unique fusion that commands premium pricing while offering Instagram-worthy presentation.
Happy Hour Programming That Works
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UDON’s happy hour strategy (Monday-Friday, 4-7 PM) demonstrates sophisticated beverage industry thinking. The program features:
- Signature cocktails at $8
- Wine selections at $7
- Beer options at $4
- Japanese-inspired small plates ($5-$10)
This pricing structure hits the sweet spot for post-work dining while maintaining healthy margins. The cocktail lineup includes Sake Mojito, Yuzu Sake Margarita, and Lychee Moscow Mule: drinks that showcase premium ingredients while appealing to diverse palates.
The weekday lunch program ($24.99, noon-3 PM) offers exceptional value with izakaya and main dish combinations, plus optional soft drink add-ons. For restaurant marketing professionals, this demonstrates effective daypart programming that maximizes revenue across different service periods.
Design and Atmosphere: Creating the UDON Experience
The 3,543-square-foot Dadeland space seats 120 diners strategically divided between 85 dining room seats and 35 bar seats. This ratio reflects current hospitality industry trends toward social dining and beverage-focused experiences.
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Key design elements include:
- Dramatic LED screen anchoring the bar area
- Mirrored finishes reflecting cocktail preparation theater
- Open kitchen concept for live cooking displays
- Burgundy ceilings and dark wood slats creating warmth
- Wooden shutters framing the façade for street appeal
The design philosophy prioritizes versatility with high tables near the bar, plush banquettes, and spacious booths in various configurations. This flexibility allows the space to adapt to different party sizes and dining occasions: a crucial consideration for food and beverage directors planning new locations.
Sustainability as Competitive Advantage
UDON’s commitment to sustainable food brands practices goes beyond trendy marketing: it’s integrated into operations. The “Fresh From Florida” partnership with the Florida Department of Agriculture demonstrates authentic local food sourcing that reduces costs while supporting community agriculture.
Additional sustainability initiatives include:
- Growing use of organic ingredients
- Locally sourced produce emphasis
- Products supporting animal welfare
- Elimination of plastics in favor of reusable chopsticks
- Compostable delivery packaging
- Organic cotton staff uniforms
- Non-toxic ozone cleaning methods
These practices resonate with today’s conscious consumers while often reducing operational costs: a win-win that food and beverage companies should note.
Award Recognition and Company Culture
In 2024, UDON received the Best People and Talent Initiative Award from Premio Marcas de Restauración, highlighting their employee-focused culture. For hospitality technology leaders and foodservice executives, this recognition underscores how investing in team culture directly impacts business success.
Co-founder and CEO Jordi Pascual emphasized this connection: “Opening at Dadeland marks one of the most significant moments in our U.S. expansion, and we expect it to be among the most iconic restaurants in the UDON family. At the heart of this expansion, our mission remains the same: to share a passion for Asian food through flavorful, nutritious dishes that are good for our guests and good for the environment.”
Global Success, Local Execution
UDON’s story began in 2004 when two young entrepreneurs opened their first Barcelona location. Today, the brand operates more than 80 locations across nine countries. This global experience provides valuable insights for food and beverage management teams considering international expansion or franchising opportunities.
The brand’s dual focus on health and flavor reflects broader food and beverage trends toward wellness-focused dining without sacrificing taste. This positioning has proven successful across diverse international markets, suggesting strong potential for continued U.S. growth.
Operational Details and Market Access
Location: 7535 N. Kendall Dr., Miami, FL at Dadeland Mall Terrace Dining, Fashion Wing, 2nd Floor
Industry Implications and Future Outlook
UDON’s Dadeland opening signals several important trends for the food service industry. First, international brands are finding success by maintaining authenticity while adapting to local preferences. Second, mall-based restaurants can thrive when they offer distinctive experiences beyond typical food court offerings. Finally, sustainability practices are becoming operational necessities rather than optional add-ons.
The rapid success from Aventura to Dadeland suggests UDON will likely continue aggressive expansion throughout Florida and beyond. For food and beverage professionals, this represents both competitive pressure and inspiration for innovation in Asian-inspired concepts.
As the restaurant industry continues evolving post-pandemic, UDON’s success story offers valuable lessons in market entry, menu innovation, and sustainable growth strategies that can benefit operators across all segments of the hospitality industry.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
