GUI'S BURGER TOKYO (ギーズバーガー トウキョウ), the first Tokyo store of the wagyu burger brand GUI'S BURGER (ギーズバーガー), opens in Azabu-Juban, Minato City, Tokyo, on Tuesday, November 10, 2026.
GUI'S BURGER is run by Humans of Wagyu, which shares the appeal of wagyu with the world. The brand was born in Ashiya, Hyogo Prefecture, and has focused on conveying the appeal of wagyu and the thoughts of the producers behind it. In 2025 it was ranked 17th in the world in "World's Best Burgers," and in 2026 it was ranked 7th in the world in "World's 25 Best Burgers."
The Tokyo store builds on what the Ashiya store has developed, with new partnerships with three wagyu producers, buns baked in the store, and a cooking style that uses a Brazilian-style grill. Under the concept "MEET YOUR WAGYU," it offers a new wagyu burger experience in which the producers are visible.
What Is GUI'S BURGER?
GUI'S BURGER was born from the wish to bring the original deliciousness of wagyu closer to more people.
Behind the brand are the activities of Humans of Wagyu, a media outlet that shares wagyu producers and food culture with the world. The brand offers the appeal of wagyu discovered through visiting ranches around Japan and talking directly with producers in the form of the familiar hamburger. Its main feature is a patty made with 100% wagyu. The meat is ground in the store every day with no binders at all, bringing out the full flavor and texture of the wagyu itself.
GUI'S BURGER does not aim to be simply a hamburger made with premium wagyu. Where the wagyu was raised, by whom, and with what thoughts: the store values enjoying each burger together with that story.
Three Things That Are Evolving at the Tokyo Store
1. From Ashiya to Tokyo, With Six Wagyu Producers
Since its founding, GUI'S BURGER has valued conveying not only the taste of wagyu but also the thoughts and stories of the producers behind it. At the Ashiya main store, it has served burgers that bring out the character of each wagyu together with three wagyu producers and partners.
The three producers supporting the Ashiya store
NEED FARMS (ニード牧場) - Sugahara-san
Involved in a wide range of work from production to butchering, he selects wagyu using his own eye for quality. The farm values the original aroma and rich flavor of wagyu through long-term fattening of 30 months or more.
JUKU SUSTAINABLE WAGYU (サステナブル和牛熟) - Ishitobi-san
The farm raises mother cows that have given birth and raised calves for a long period, producing the sustainable wagyu "Juku" (熟), which features deeply flavorful lean meat and light fat.
KIRISHIMA RANCH (霧島牛) - Manabe-san
A producer who values making safe and delicious wagyu that families and children can eat with peace of mind. The ranch is particular about the environment and how the cattle are raised, and raises them with time and care.
With the move into Azabu-Juban, Tokyo, three new wagyu producers join to further expand these efforts.
The three wagyu producers newly introduced at the Tokyo store
Yonezawa Beef (米沢牛) | 田中畜産 (Tanaka-san)
A family ranch that has worked with cattle for about 110 years. The sixth generation now raises about 1,300 head of Yonezawa beef.
The ranch is committed to long-term fattening, with about 35 months or more as a guide, and pursues fat that melts in the mouth along with the flavor of the lean meat.
It also generates biogas power from cattle manure and other materials, contributing to the local community and the environment.
Omi Beef (近江牛) | 澤井牧場 (Sawai-san)
A ranch that started in 1975 with 80 head in Ryuo Town, Shiga Prefecture, said to be the birthplace of Omi beef.
It now raises about 2,700 head and is the largest-scale Omi beef producer in Shiga Prefecture.
Under the motto "with the cattle" (牛と共に), it has pursued the quality of Omi beef for about 50 years, with attention to the raising environment and feed.
Tajima Beef (但馬牛) | 神戸うすなが牧場 (Usunaga-san)
A Tajima beef producer that handles everything from breeding and fattening to wholesale and restaurants.
A young team with an average age in their 20s works under the motto "Let's make the Tajima beef we want to eat" (ボクらが食べたい但馬牛をつくろう), focusing on a balance between lean meat and fat.
"MEET YOUR WAGYU - meet the producers behind the wagyu."
GUI'S BURGER names the producers of the wagyu used in its burgers.
From Ashiya to Tokyo, the store will share the appeal of wagyu through each burger together with six producers and partners.
2. Buns Baked in the Store
As a new challenge, the Tokyo store starts making its buns in-house.
By handling everything from fermenting the dough to baking in the store, it pursues the aroma, softness, and texture that only freshly baked buns have.
The buns are designed with the balance of the wagyu patty in mind, and are meant to bring out the taste of the whole burger even more.
3. A New Cooking Style With a Brazilian-Style Grill
In addition to its existing cooking methods, the Tokyo store introduces a grill style inspired by Brazilian food culture. While valuing the rich flavor of wagyu, it pursues the savory aroma and differences in texture that grilling brings. The store keeps the taste GUI'S BURGER has built so far while also exploring new possibilities unique to the Tokyo store.
Same Burger, a New Experience With Different Wagyu
GUI'S BURGER does not aim to change the style of the hamburger itself. What it values is letting guests encounter new flavors through differences in the wagyu used.
Even for the same cheeseburger, a different producer or type of wagyu changes the flavor of the lean meat, the aroma of the fat, the texture, and more. By working with different wagyu producers at the Ashiya and Tokyo stores, each store offers a new encounter with wagyu.
The Tokyo store uses three types of wagyu: Yonezawa beef, Omi beef, and Tajima beef. The patty has been increased from 100 g at the Ashiya store to 130 g, so that the taste of the wagyu can be enjoyed more fully.
Tokyo Store Menu
- Wagyu Cheeseburger (和牛チーズバーガー): ¥3,300 (tax included)
- Crispy Wagyu Burger (クリスピー和牛バーガー): ¥3,700 (tax included)
- Wagyu Bacon Burger (和牛ベーコンバーガー): ¥4,100 (tax included)
All burgers come with french fries.
From Ashiya to Azabu-Juban, and on to the World
GUI'S BURGER TOKYO is more than just a second store. It is a new step toward building on the brand value established in Ashiya and spreading Japan's wagyu food culture to the world. The brand aims to connect with producers across Japan and introduce wagyu unique to each region.
It also hopes to let people encounter the appeal of wagyu they have not known before through its burgers.
From Azabu-Juban in Tokyo, a place where many people from Japan and overseas gather, the brand plans to share new possibilities for wagyu. While continuing to value its connections with producers, it aims to bring the appeal of GUI'S BURGER to people in Japan and overseas.
Store Information
- Store name: GUI'S BURGER TOKYO (ギーズバーガー トウキョウ)
- Grand opening: Tuesday, November 10, 2026
- Address: THE GALA TOWER AZABU 1F, 3-5-9 Higashi-Azabu, Minato City, Tokyo
- Hours:
- Lunch: 11:00 AM to 3:00 PM
- Dinner: 5:00 PM to 8:00 PM
- Main partner of the Tokyo store: mementos (メメントス)
- Official Instagram: https://www.instagram.com/meetyourwagyu
