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.
