Akira Okura
Akira Okura has lived all over the world, moving to new countries for work throughout his career, including Spain, Singapore, the United States and Japan. “I love moving,” he joked.
Okura was appointed as chief operations officer of Beard Papa’s USA in June. The 435-unit Japanese cream puff franchise has locations internationally and in 16 states. The dessert concept gives customers the option to choose a shell, like honey butter or chocolate éclair, and a filling—vanilla, green tea or chocolate.
Beard Papa’s was founded in 1999 in Osaka, Japan. The brand has since grown in popularity, with the Beard Papa mascot having a spot in Disney’s “Wreck-It Ralph,” voiced by John DiMaggio.
Okura previously worked as an executive for Beard Papa’s parent company, Muginoho International, from 2004 to 2011. He started in Japan before being transferred to the U.S. division in Los Angeles.
Most recently, Okura worked for Franchise World Link as the Japanese country manager.
Previously, Okura was a major part of the U.S. introduction of Beard Papa’s in Los Angeles in 2004. He plans to use that experience to further expand the brand nationwide, with the goal of opening 100 stores in three years. So far, the brand has about 40 open.
“First of all, I want to make many stores in big cities,” he said, naming options like Los Angeles, New York and San Francisco to add additional stores. “And then be a strong brand name, and then go to new, smaller cities.”
A lot has changed since Okura was last working on franchise development in the United States 12 years ago—even the price of the cream puff. “Our cream puff, when I was here, was like $2. Now, depending on the store, it’s like $3. So, it’s double,” he said. So far, his colleagues are helping him catch up on the last decade-plus of the brand. “We’re adapting and trying to restart this brand.”
The franchise still has franchisees he used to work with, too. “It was great to work with them again,” Okura said.
Beard Papa’s isn’t just a dessert franchise—the brand considers itself an experience.
“We are using natural vanilla bean for our signature. We are baking the puff in the oven for the customer on site. We inject cream into the freshly baked puff in front of the customer,” Okura said. “It’s entertainment, but it’s eating. Eatertainment.”
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Send promotions and new hire news in franchising to Megan Glenn, mglenn@franchisetimes.com.
