Hikiniku to Come Opens Second Philippine Branch at SM Megamall

Hikiniku to Come, the popular Japanese Hamburg concept known for its signature “on-the-rice” dining experience, will officially open its second Philippine branch at the 3/F Mega Fashion Hall, SM Megamall on September 18, 2026, marking the brand’s first location within an SM property.

The new branch brings Hikiniku to Come’s freshly grilled Hamburg and signature dining format to one of the country’s most accessible and established retail destinations, making the concept available to more diners.

The Original “On-the-Rice” Experience

Hikiniku to Come pioneered a dining format centered on a simple but distinctive idea: freshly grilled Hamburg served directly over freshly cooked rice.

First introduced in Japan in 2020, the “on-the-rice” style quickly gained popularity, expanding across Japan and other parts of Asia. At Hikiniku to Come, the experience is designed around enjoying Hamburg at its freshest—grilled to order, served immediately and paired with hot, freshly cooked rice.

Rather than preparing the Hamburg in advance, each portion is cooked as guests order, allowing diners to enjoy the meat straight from the grill.

What Sets It Apart: The 3-Fresh Principle

At the heart of Hikiniku to Come is a simple belief: food is best enjoyed at the moment it is made. This philosophy influences everything from ingredient preparation and kitchen operations to the restaurant’s layout and service.

The brand’s approach is defined by its 3-Fresh Principle:

Freshly Ground— 100% beef is ground on-site every morning under strict and carefully controlled temperature and timing conditions to preserve its flavor, texture and freshness.

Freshly Grilled— Hamburg patties are shaped to order and grilled in front of guests, allowing each portion to be served within seconds of coming off the grill.

Freshly Cooked Rice — Rice is soaked for 48 hrs, cooked every 20 mins throughout the day to ensure every serving is hot and freshly cooked, from the first bowl to the last.

Together, these three elements create the experience Hikiniku to Come is known for: Hamburg that is freshly prepared, freshly grilled and enjoyed at its peak.

Brought to the Philippines by The Standard Group

Hikiniku to Come’s Philippine expansion is led by The Standard Group, whose portfolio is built around scaling concepts anchored on a single dish done right. Standard’s model is to protect what makes a dish work; sourcing, technique, timing and replicate that discipline branch by branch.

The opening of its second Philippine branch within a year, with a third location already confirmed for Q1 2027, reflects Standard Group’s approach in practice: expansion paced by operational readiness and consistency, not just demand.