Act Community Co., Ltd., which provides support to franchise headquarters and franchisees, is launching a new charcoal eel specialty restaurant brand, "Charcoal-Grilled Eel and Premium Wagyu Fujisan," in Nonoichi City, Ishikawa Prefecture. This marks the 6th location for the brand, which evolved from the popular lunchtime-only restaurant "Hirudake Unagi-ya" (Daytime Eel Restaurant), which gained a reputation in Nagoya for its exceptional value and long queues.
From Shared-Space Eel Restaurant to Full-Service Eel Specialty Restaurant
The original "Hirudake Unagi-ya" opened in Nagoya during the pandemic and steadily built a loyal customer base. Now, the brand is embarking on a new challenge with Fujisan. This new restaurant format goes beyond the limitations of shared-space operations, offering an expanded menu that includes set meals (gozen), bucket-sized eel platters (oke unagi), and wagyu hitsumabushi (grilled beef over rice), in addition to the signature eel rice bowls and hitsumabushi (eel served in multiple ways).
A Daily Luxury for Nonoichi Residents
Nonoichi City, adjacent to Kanazawa, is one of Ishikawa Prefecture's most dynamic growth areas, with a population increase centered on young families and child-rearing households. Known for its high quality of life and a well-established culture of dining out, Nonoichi provides the perfect setting for Fujisan. The restaurant aims to become a familiar presence in the daily lives of Nonoichi residents, offering accessible authentic eel dining experiences.
High-Quality Eel at Half the Average Price
Eel has become a luxury ingredient in recent years. However, Fujisan uses the same high-quality eel found in upscale restaurants. The restaurant sources carefully selected Japanese eel (Nihon Unagi) that has been rigorously inspected by a wholesale dealer's strict standards. These eels are known for their rich fat content, tender flesh, and mild flavor.
Despite using premium ingredients, Fujisan offers these eels at approximately half the average market price of other restaurants.
Unlimited Rice Refills with Premium Japanese Rice
- Domestic brand-name rice has seen price increases in recent years, yet Fujisan offers unlimited rice refills at no extra charge. The rice is cooked in a custom-made high-fire "hagama" (feather pot), delivering fluffy, freshly cooked rice that guests can enjoy until they're completely satisfied.
More Than Just Eel - Diverse Menu Options
- Fujisan offers not only eel dishes but also a wide range of side dishes and set meals featuring eel. Since eel is traditionally considered a seasonal dish associated with summer, the restaurant has developed a menu designed to encourage repeat visits. Several of the existing locations already have regular customers who visit weekly, demonstrating the restaurant's success in creating a dining experience that doesn't feel repetitive.
100% Charcoal-Grilled Eel
- While many eel restaurants have recently switched to gas cooking, Fujisan remains committed to 100% charcoal grilling. Each eel is cooked over high-heat charcoal from its raw state. When you take your first bite, you'll notice the subtle aroma of charcoal infusing the eel, creating a truly delicious dining experience.
Fujisan Features Eel-Centered Signature Dishes
The signature dish from Hirudake Unagi-ya, the extravagant "Fuji Mountain" eel rice bowl made with two whole eels, is also available at Fujisan. For eel enthusiasts who want to indulge in generous portions, this dish is guaranteed to satisfy!
Store Information
Store Name: Charcoal-Grilled Eel and Premium Wagyu Fujisan - Kanazawa Nonoichi Branch
Address: 3-512 Gokyozuka, Nonoichi City, Ishikawa Prefecture 921-8801
Phone: 076-229-7107
Business Hours:
- Lunch: 11:00 AM to 3:00 PM (Last Order 2:30 PM)
- Dinner: 5:00 PM to 8:00 PM (Last Order 7:30 PM)
Seating: 70 seats
Closed: Open daily
Parking: 30 spaces available
Website: https://www.unagihirudake.com
About Charcoal-Grilled Eel and Premium Wagyu Fujisan
Premium Japanese Eel (Nihon Unagi)
Fujisan uses Nihon Unagi raised on carefully selected feed and quality water. The restaurant sources exclusively from a long-established eel wholesaler in Mie Prefecture, who provides only high-quality, safe eels that meet rigorous standards. These premium eels, also used by high-end restaurants, are characterized by tender flesh, rich fat content, and a mild, pleasant flavor.
Traditional Craftsmanship with Reduced Wait Times
While traditional establishments typically require 20-30 minutes for eel dishes, Fujisan has successfully reduced wait times to approximately 10 minutes. This efficiency makes the restaurant ideal not only for dine-in meals but also for convenient takeout service.
Generous Portions at Affordable Prices
Fujisan is committed to making eel accessible for everyday enjoyment, rather than reserving it solely for special occasions. By operating in shared spaces to reduce costs and investing those savings directly into ingredient quality, the restaurant achieves pricing at approximately half the market average while maintaining exceptional quality.
