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Travel & Leisure

Yoshinoya wants to prove it's about more than cheap beef bowls

Beloved Japanese chain tests new waters with premium meals at twice the price

Yoshinoya aims to be known for more than its gyudon beef bowls. (Photo by Yoshiyuki Tamai)

TOKYO -- The company behind one of Japan's biggest fast-food chains, Yoshinoya Holdings, is trying to shake its reputation as a purveyor of low-cost comfort food and expand into the more premium end of the market.

A limited-edition sukiyaki meal debuting Wednesday will be its most expensive offering yet at 860 yen ($8). The dish, at more than double the price of its regular-size gyudon beef bowl, exemplifies a push to rebrand as Japan's restaurant industry shifts away from high-volume, low-margin operations.

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