The name combines the owner’s surname, Masuda, with an expression meaning ‘more and more’, in prayer that, through the family’s mutual support, the restaurant will prosper. The menu skews strongly towards the foodstuffs of Tochigi Prefecture, where the chef was born and raised. It changes monthly, variously including vegetables in season, trout raised by a friend of the chef in Nikko and served as oshizushi, and Tochigi wagyu beef. Rice cooked on a hearth is sourced in Tochigi as well. You’ll come to love it ‘more and more’.