Three major gyudon beef bowl chains have launched a campaign to attract customers who have been deterred by the rising prices of this popular fast-food item. Yoshinoya Co. is offering a ¥100 discount on its regular-sized bowls, reducing the price from ¥498 to ¥398 for in-store dining. This is the first time in 13 years that Yoshinoya has implemented such a discount. Matsuya Foods Holdings Co. and Sukiya Co. are also joining in by distributing discount coupons through their official apps and other channels.
The price hikes in recent years can be attributed to factors such as the high cost of raw materials, leading these companies to raise prices consistently. Yoshinoya, for example, has increased prices for four consecutive years since 2021, with a regular-sized bowl now priced at ¥498 compared to ¥387 in 2019.
Customers seem eager to take advantage of these discounts as they flock to Yoshinoya’s Yurakucho store even after lunchtime on Wednesday. One customer mentioned hearing about the promotion through social media and expressed appreciation for the significant savings.
In the early 2010s, gyudon chains benefited from low-cost U.S. beef due to favorable exchange rates and engaged in fierce price competition. At one point, Yoshinoya’s regular-sized beef bowl was priced as low as ¥280, symbolizing deflationary trends.
Sources close to these companies believe that consumer behavior has been impacted by the recent price increases and hope that these discounts will help attract more customers during this limited-time offer period.
gyudon lovers can now enjoy their favorite dish at discounted prices thanks to these campaigns initiated by three major chains seeking to regain customer interest amidst rising costs.