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.
Motto Motto Taps Holly Barnes as Marketing Head as Brand Accelerates Toward 30 Locations
Fast-growing Japanese fast-casual brand Motto Motto Japanese Kitchen has expanded its national marketing capability with two key appointments, naming Holly Barnes as National Marketing Manager and Aleksandra Korf as Marketing Manager.
The appointments mark a major leap forward in Motto Motto’s brand and digital firepower, with the brand scaling up to a larger, more specialised marketing team as it accelerates toward 30 locations in 2026. The announcement lands the same week Motto Motto opens its 21st restaurant, underscoring the brand’s rapid momentum and growth trajectory.
As National Marketing Manager, Barnes will set the pace for the brand - driving strategy, national campaigns, guest experience innovation, and long-term brand elevation. She is joined by Korf, stepping into a dedicated Marketing Manager role to lead digital execution, new restaurant launches, local area marketing systems, and the rollout of network-wide creative.
Leadership Comment
“With our trajectory toward 30 restaurants by November 2026, strengthening our brand capability is critical to scaling the next phase of Motto Motto,” said Matt Fickling, Group Chief Operating Officer.
“Holly brings the energy, expertise, and strategic clarity needed to elevate our brand and deepen the connection we have with our guests and MyMotto members. Our new team’s work will sharpen how we show up, how we tell our story, and how we deliver on what ‘Motto Means More’ truly stands for. The impact will be felt across every restaurant, every campaign, and every new opening.”
About the Appointments
Holly Barnes - National Marketing Manager
Holly Barnes joins Motto Motto with more than a decade of multi-site marketing, franchising, and brand leadership experience spanning national QSR, franchise development, and high-growth retail & service environments. Her career includes senior roles at Zarraffa’s Coffee, where she led national brand strategy, creative direction, digital transformation, and guest engagement initiatives across a large multi-site network. She also previously headed Franchise Marketing & Lead Generation for DC Strategy, overseeing high-performing digital recruitment funnels and brand growth programs for major national brands. Barnes has also managed special projects at Poolwerx Corporation and Australian Sports Nutrition.
Throughout her career, Barnes has led national brand refreshes, built sophisticated digital campaign ecosystems, and designed franchise recruitment pipelines across Australia and New Zealand - experience she now brings into Motto Motto’s next phase of expansion.
“Motto Motto is a brand with a genuine heart and a clear vision for where it’s headed,” Barnes said. “Joining at a time of such strong momentum is incredibly exciting, and I’m looking forward to helping elevate the brand and strengthen the connection we share with our franchisees, guests & MyMotto Members.”
Aleksandra (Sasha) Korf - Marketing Manager
Sasha joins Motto Motto with more than seven years of high-energy marketing and brand-building experience, with a strong focus on digital strategy and creative execution.
Previously Marketing Manager at The Yiros Shop, Sasha built the marketing function from the ground up- delivering a brand refresh, developing scalable digital and local area marketing systems, and leading integrated campaigns across social and restaurant channels.
She brings proven capability in digital campaign implementation, creative production and store opening marketing. Sasha’s hands-on execution style is paired with a sharp understanding of brand storytelling and high-impact creative that drives engagement and growth.
“Joining a brand that’s growing as quickly and confidently as Motto Motto is a fantastic opportunity,” Korf said. “I’m excited to help elevate our digital presence and deliver marketing that supports our franchise partners and strengthens our brand.”
Strategic Timing & Brand Momentum
These appointments come as Motto Motto accelerates toward its next major milestone: the launch of its 21st restaurant at Burpengary East in Brisbane’s north, further reinforcing the brand’s momentum and leadership in the fast-casual Japanese category.
“Over the past 12 months, interest from prospective franchise partners has exceeded expectations - especially from experienced operators who value quality, data-led decision-making, and a strong, modern brand,” said Matt Fickling.
“With projects underway across QLD, NSW and a new market, we will reach our 30th franchise location within the next twelve months. The expansion of our marketing team strengthens our ability to support the network, open new restaurants with impact, and build long-term brand equity as we enter the most significant growth phase in Motto Motto’s history.”
About 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
