AKIPRESS.COM - A ramen restaurant chain operator in Japan is going off the beaten path to target markets, including Mongolia, with unique menu tweaks such as use of lamb, reported Nikkei Asian Review.

Tentakaku, which operates the Menya Iroha ramen restaurant chain based in Toyama prefecture of Japan, plans to open its first outlet in Ulaanbaatar, where it will feature lamb for toppings and soups – an unconventional choice for the Japanese noodle-in-soup bowl.

"Lamb is a favorite meat in Mongolia, and our trial ramen was received very favorably," according to a spokesperson.

Tentakaku currently operates 10 overseas outlets, including in Hong Kong and Thailand. Overall, it plans to roll out 20 new restaurants each year for a goal of at least 100 outlets by the end of 2020.

The game plan is to strike franchise deals with local companies to open outlets in Greece, Mongolia and Taiwan by the end of fiscal 2016 for an accelerated expansion in the respective areas.

The company is in a final phase of negotiations with a local partner in Mongolia, according to the spokesperson.