Motto Motto Japanese Kitchen
FRANCHISING.
DONE DIFFERENTLY.
Motto Motto was born out of the kitchen of one of Australia’s most awarded Japanese Restaurants, Sono.We take the best parts of traditional Japanese fine dining and reimagine them in a casual, contemporary restaurant environment to deliver a truly unique food experience.
As a Motto Motto owner operator, you will not only get to be a part of a unique brand but benefit from a new age and compelling franchise product that is built on doing franchising differently.
ESTABLISHMENT COST
- Starting from $500,000 + working capital.
- 5 years + 5 years.
- We provide automatic franchise term renewals.
- Prominent location.
- Attractive lease offer.
FOOD PHILOSOPHY
Motto Motto Grade is the philosophy by which we define ourselves each and every day. It’s a new standard in food, the relentless passion to be better, to achieve more, to be a cut above.
From the premium ingredients in our kitchen, to the beautifully crafted signature dishes we lovingly serve – like our cooked to order premium grade wagyu beef, sashimi grade salmon, tuna and kingfish and our famous ramen super broth.
Motto means more.
BRAND & MARKETING
Motto Motto has a strong visual identity and an excellent marketing program. The marketing team engages talented creative agencies to assist in promoting the brand and drive customer engagement.
As an Owner Operator, you will benefit from national brand campaigns, sophisticated social media strategies, digital advertising, membership & loyalty programs and strategic communications to attract new customers and increase existing customer visitation.
The brand & marketing team assists restaurants to deliver strategic local area marketing campaigns to promote new restaurants and build a local following in the local area.
OPERATIONS, TRAINING & SUPPORT
As a Motto Motto Owner Operator you will be supported by our industry-leading franchise team, who share a commitment to operational excellence and business success.
Our franchise business is led by our passionate Founder & CEO William Liu and his senior executive team across operations & training, finance, marketing, franchising and menu innovation.
You will receive hands-on experience with initial & ongoing restaurant training, menu & product development, supply chain solutions, marketing assistance as well as proven processes and ongoing mentoring to make your restaurant a success!
Click below for more information.
From Dining In, To Buying In: How A Local Family Built Franchise Success in Townsville
What started as loyal love for the food became a thriving business. One year in, the fans turned franchisees are just getting started.
A Milestone Moment for Regional Growth
In 2024, Leo and Mario Canapi opened the doors to Motto Motto Townsville, becoming the Brisbane brand’s first regional franchise partners - and in doing so, set a new national benchmark for success. Their Townsville success comes at a time of rapid expansion for Motto Motto, with 21 restaurants now operating or in design and development across Australia.
Located in Fairfield Central Shopping Centre, widely regarded as Townsville’s leading destination for casual dining - the restaurant launched with an energetic, community-focused campaign that quickly positioned it as a standout performer in the Motto Motto network.
Anchored by a strong mix of national retailers, easy access, and high foot traffic, Fairfield Central continues to thrive as a daily hub for local families, professionals, and students seeking fresh, fast, and flavourful food options.
A Remarkable Opening
The Townsville launch delivered results well beyond expectations - setting new records and laying the foundation for long-term success.
● +1,200 locals registered as MyMotto members before the first day of trade.
● +$350,000 in first-month sales - making it one of the strongest franchise openings in Motto
Motto history.
● The $1 ramen opening celebration drew queues stretching the length of the shopping
centre, creating buzz across the region and cementing early brand awareness.
● 30+ Townsville locals employed from day one, with clear pathways for training,
development, and advancement.
“The energy from our guests and our team was incredible,” says Leo Canapi. “The opening week showed just how hungry Townsville was for something fresh and exciting -especially Motto Motto’s signature ramen.”
With no prior hospitality ownership experience, Leo and Mario Canapi brought with them a passion for family, community, and the Motto Motto brand. Their first year in business now stands as a powerful case study in what’s possible with belief, process, and the right franchisor.
“We had incredible backing from the Motto Motto team - from store design and fitout, to operations and marketing,” says Leo Canapi. “It meant we could focus on building our team and engaging our guests.”
“Being the first regional franchisees, we wanted to set a high standard. We’re proud of the business we’ve built here in Townsville. Motto really does mean more.”
Commercial Highlights
In just 12 months, Motto Motto Townsville has delivered impressive commercial performance -underpinned by strong guest engagement and consistent operational execution:
● Year 1 revenue ~ $2.5 million+
● Guests served 70,000+
● Top-selling menu item: Classic Ramen with Pork Belly Chashu
● Most popular beverage: Fresh Peach Ice Tea
● Most successful Limited Time Offer: Chicken Katsu Parmi Bento
● Best-performing snack: Teriyaki Chicken Bao
● Loyalty growth: +6,154 MyMotto Members - and counting.
These results reflect the strength of the brand, the effectiveness of local execution, and the appetite for quality fast-casual Japanese dining in regional markets.
Fans to Franchisees
Long before opening their own Japanese kitchen, Leo and Mario were passionate Motto Motto customers, regularly visiting the popular Motto Motto Chermside location in Brisbane.
“We used to joke about how great it would be to own a place like this - but we honestly never thought we could,” says Leo. “We loved the brand as guests, and that turned into something much bigger.”
In fact, their journey began years before they relocated to Townsville - through early conversations with Matt Fickling, Motto Motto’s Group Chief Operating Officer.
“We spoke to Matt for a couple of years before we even moved to Townsville,” says Leo. “We weren’t in the industry, and owning a Japanese restaurant felt out of reach. But he took the time to talk with us about what was actually possible. Honestly, this never would’ve happened if we hadn’t bothered to have those early conversations.”
When the opportunity came to bring Motto Motto to Townsville, Mario and Leo saw more than just a business venture - they saw a way to bring something they genuinely loved to their own community.
One of the key reasons they chose Motto Motto was the brand’s operational model - offering franchisees a proven system, best-in-class equipment, and a product and supply chain designed to minimise complexity.
“Neither of us are trained chefs, and we don’t have hospitality backgrounds,” says Mario. “But Motto Motto’s systems are incredibly supportive. We didn’t need to reinvent the wheel - we just needed to follow the process, put in the work, and build the right team. Our focus is quality and service and the Motto Motto support team leads the rest.”
Today, Mario leads the business day to day, working closely with their team of 30 to deliver consistently high-quality food and guest service. The result: a thriving restaurant backed by local Townsville owners who are fully embedded in the community.
Leo said, “It’s not just a brand we believed in - it’s a business we’ve been able to grow and lead with confidence. We’re excited about what’s next!”
A Message from the Franchise Support Office
“Leo and Mario embody everything we look for in franchise partners,” says Matt Fickling, Group Chief Operating Officer at Motto Motto.”
“This wasn’t just a transaction - it was the result of a three-year journey built on conversations, trust, and belief. They were raving fans of the brand long before becoming operators, and for me, there’s nothing more meaningful than seeing loyal guests turn into successful franchisees. It’s the ultimate outcome for any franchisor.
Motto Motto is growing fast, with 21 restaurants now operating or in development, and Leo and Mario’s success is a blueprint for our expansion into new markets.”
“From the beginning, this was a passion project. We took the time, followed the process, and partnered with what we consider one of Queensland’s best landlords" - Lancini
Property Group - to bring Motto Motto to life in Townsville. Their support was instrumental in helping us secure the right site, in the right centre, at the right time.”
“Leo and Mario brought energy, leadership, and a genuine care for people. Their success proves that when franchisee passion is matched with the science of a proven model, great things happen. It’s a true partnership between franchisee, franchisor, and landlord - and Townsville is the perfect example.”
Landlord Endorses Townsville Success
The success of Motto Motto Townsville was driven not only by strong franchisee leadership and brand support - but also by a collaborative partnership with respected Queensland property developer and manager, Lancini Property Group.
As joint owners of Fairfield Central, Fairfield Land and Lancini Property Group played a pivotal role in the brand’s regional launch, ensuring Motto Motto was strategically positioned within a high-visibility, high-traffic precinct, surrounded by a carefully curated mix of tenants to maximise performance.
“From our very first conversations, it was clear Motto Motto would bring something genuinely fresh to the table,” said Debbie Gelling, Asset Manager at Lancini Property Group.
“The team was professional, brand-led, and operationally strong. The result has been a standout new dining addition to both Townsville and the Fairfield Eats dining precinct, complementing our other premium operators such as Grill’d Healthy Burgers, Zambrero, Wara Sushi and Dominos.”
The collaboration between Fairfield Central, Motto Motto, and the franchise partners reflects a shared commitment to quality, community, and long-term value creation. Together, the partnership has helped
further cement Fairfield Central’s reputation as Townsville’s premier destination for casual dining.
What’s Next
As they look ahead to year two, the Townsville team is focused on building on their strong foundation - growing their team, deepening community connections, and continuing to deliver premium Japanese fast-casual dining, seven days a week.
MOTTO MOTTO JAPANESE KITCHEN | MOTTO MEANS MORE
Motto Motto is a group of made-to-order premium-casual restaurants brought to life by William Liu, the owner of one of Australia’s most awarded Japanese restaurants, Sono.
Featuring a mix of traditional and modern Japanese or Japanese-inspired dishes, Motto Motto is unique in blending innovation and tradition together to bring fine dining ingredients and quality to the world of fast, casual dining.
More than a name, ‘more more’ is the philosophy behind everything Motto Motto does. Selecting premium Australian ingredients, more chef-style precision, more incredible service and more value; Motto Motto is committed to making sure every guest gets ‘more’ when dining at one of their restaurants.
Motto Motto Franchise Video
