SEND NOODS A to-your-door ramen service

SEND NOODS Matsudai Ramen has taken Cardiff by storm with its ‘assemble-at-home’ ramen kits which sell out in minutes. Here we speak to founder James Chant…

ForMatsudai Ramenin Cardiff, a ‘pop up’ business model – which involved taking over the kitchens of existing restaurants and feeding multiple sittings in one night – lockdown meant that the business came to a complete stop.

But by switching to a new model and offering ‘assemble-at-home’ ramen kits for home delivery, founder James Chant has been able to breathe new life into his business, and even invest in permanent premises and an extra member of staff.

“When I started Matsudai Ramen as a nomadic supper club, the idea was to spend most of 2020 ‘popping up’ in other people’s restaurants, and to build brand awareness by trading at food festivals and summer events,” says James. “Until March, it was all going to plan; pop-up tickets sold out within minutes of going on sale, and I regularly had queues stretching out of the door for the limited number of walk-in spaces available.

“I was just a few weeks into a kitchen takeover in Roath when the lockdown came into effect, so it was a real blow to have to bow out early when we had such momentum, but the lockdown gave me time to reflect, come up with a plan, and launch the ramen kits.”

James’ first batch of frozen, assemble-at-home ramen kits sold out in a single day (over 400 portions), and that’s when he decided to take the plunge and invest.

He found a 520sq ft industrial unit in Taff’s Well which he has since converted into a fully functioning prep kitchen. He also took on a fulltime chef and a part-time delivery driver and has now expanded his range to include fresh ramen kits, too; these offer a chance for people to try a different ramen style each month.

“The response to Matsudai has been mind-blowing, to be honest,” he says. “I’ve been a guest on a cult podcast called Way of Ramen a fe w times, and they said they’ve had ton of messages from people who’ve opened ramen pop-ups after listening to my original interview on that podcast, from the US to the Philippines and multiple instances in the UK. It’s pretty crazy to think of the impact it has as a force for creativity, and for encouraging

people to just get out there and do it.”

Matsudai showcases different kinds of ramen from around Japan – from superrich tonkotsu and tori paitan broths to more delicately balanced shio and shoyu bowls, and hearty, umami-stuffed miso bowls, and there is always a vegan/vegetarian option available.

Each frozen kit costs £7.50, and contains broth, tare (complex seasoning), aroma oil and a bundle of specially paired noodles. Fresh ramen kits are available as regular specials, these cost £20 for two. Each fresh kit comes with handmade noodles and a full array of authentic toppings (e.g. the latest kit came with sliced chicken breast chashu, menma (bamboo shoots), naruto (cured fish surimi), nori (seaweed) and ajitama (a seasoned boiled egg).

For more: www.matsudai.co.uk

JAMES’ TOP TIP FOR EATING RAMEN When your bowl arrives, take in the aroma, savour a sip of the soup, then get it down as quickly as you comfortably can. There’s nothing sadder for a ramen cook than a bowl that’s been left to sit and disintegrate. So, don’t try to be polite, slurp away as noisily as possible! Itadakimasu!