Japan’s Gyūdon Giants Launch Pricey New Dishes After Facing Financial Losses

While hamburger chains like McDonald’s Japan may be forever shaving yen off their prices and launching campaigns like free hamburgers and coffee, stores like Yoshinoya and Sukiya, home of the original Japanese fast food, gyūdon, are about to become a little more expensive.

The stores, which have been locked in fierce price wars for years, have, until recently, hoped to attract customers by offering rock-bottom prices and seasonal offers, but are beginning to feel the strain.

Is the businessman’s staple dish about to get a dash of sophistication? Or will the same-old beef bowl simply receive a bigger price tag?

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