Pivot, Don't Panic: Growing a Restaurant Into a Multi-Channel Brand

What if the key to building a resilient business isn't sticking to your original plan, but knowing when to reinvent it? In this episode of Made Locally, host Rahul Jaswa sits down with Maiko Kyogoku, founder of Bessou, to explore how she transformed a single Japanese restaurant into a diversified food brand by staying committed to her mission while continuously adapting her business model.

Growing up as the daughter of Japanese immigrants in New York, Maiko always believed food had the power to create belonging. That philosophy became the foundation of Bessou, originally launched as a neighborhood restaurant serving comforting Japanese home cooking. But as customer behavior, locations, and market conditions changed, Maiko realized that serving her mission sometimes meant changing the format rather than protecting the original concept.

Throughout the conversation, Maiko shares the real challenges behind building a hospitality business, from navigating the uncertainty of seasonal locations and difficult landlord negotiations to recognizing when a business model no longer fits its environment. She explains how experimentation led to unexpected opportunities, including launching packaged popcorn products, expanding into national retail, and opening licensed locations in major transportation hubs like JFK Airport.

This episode offers valuable lessons for any entrepreneur navigating growth, change, or uncertainty, proving that resilience comes from staying true to your mission while remaining flexible in how you deliver it.

What You'll Learn:

How to recognize when your business model needs to evolve without abandoning your mission
How seasonal businesses can diversify revenue through new products and channels
The importance of adapting your concept to fit the location instead of forcing the same model everywhere
Why documenting processes becomes essential as you scale
How to evaluate partnerships and commercial real estate decisions strategically
The role experimentation plays in discovering new revenue streams
Why strong brand identity matters more than sticking to one business format
How to scale through licensing without taking on the operational burden of every location
The importance of resilience, adaptability, and long-term thinking in entrepreneurship
How mission-driven businesses can grow across multiple channels while maintaining authenticity

Maiko Kyogoku is the founder of Bessou, a Japanese food brand built around the belief that authentic home-style Japanese cooking can create comfort, connection, and a sense of belonging wherever people are. What began in 2016 as a neighborhood restaurant in Downtown Manhattan has since evolved into a multi-channel brand that includes a fast-casual concept at Pier 57, an upcoming location at JFK Terminal 4, and a growing line of packaged pantry goods and snacks sold in retailers across the United States.

Raised in New York by Japanese immigrant parents, Maiko developed a deep appreciation for the role food plays in preserving culture while bringing people together across different backgrounds. Before founding Bessou, she built her experience across hospitality, luxury, and creative industries, working with Thompson Hotels, renowned contemporary artist Takashi Murakami, and Chef Daniel Boulud's acclaimed restaurant group. Today, she combines that diverse background with operational discipline and thoughtful brand building to create food businesses that evolve with changing markets while remaining grounded in their original purpose.

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