Japan | Customers Prompt Return Of U.S. Beef To Beef Bowl Chain Restaurants ...

Japan

Customers Prompt Return Of U.S. Beef To Beef Bowl Chain Restaurants

Matsuya, the second largest beef bowl chain in Japan, started featuring U.S. beef in yakiniku and karubi meals at 50 restaurant locations a few weeks ago. The customer response was so positive, the company decided to serve U.S. beef at all 733 locations starting today (Feb. 1).

The company initially planned to use U.S. beef at all its restaurants later this year, but the strong consumer response prompted a faster resumption plan.

A USMEF-supported sales promotion featuring U.S. beef short plate in a yakiniku meal advertised the return of U.S. beef at Matsuya restaurants. The USMEF “We Care” logo is featured on posters, banners and menu cards for the short plate promotion.

Yakiniku meals include grilled meat, vegetables and rice while karubi meals feature boneless short ribs for the meat. Once a higher volume of U.S. beef can be secured, the company also plans to use it in beef bowl dishes.

Matsuya representatives said U.S. beef improves the taste and the quality of their dishes. They recognize the quality and taste of U.S. beef is better than beef imported from other countries.

They continue to work with USMEF and utilize the “We Care” campaign.

Japan

Customers Prompt Return Of U.S. Beef To Beef Bowl Chain Restaurants

Matsuya, the second largest beef bowl chain in Japan, started featuring U.S. beef in yakiniku and karubi meals at 50 restaurant locations a few weeks ago. The customer response was so positive, the company decided to serve U.S. beef at all 733 locations starting today (Feb. 1).

The company initially planned to use U.S. beef at all its restaurants later this year, but the strong consumer response prompted a faster resumption plan.

A USMEF-supported sales promotion featuring U.S. beef short plate in a yakiniku meal advertised the return of U.S. beef at Matsuya restaurants. The USMEF “We Care” logo is featured on posters, banners and menu cards for the short plate promotion.

Yakiniku meals include grilled meat, vegetables and rice while karubi meals feature boneless short ribs for the meat. Once a higher volume of U.S. beef can be secured, the company also plans to use it in beef bowl dishes.

Matsuya representatives said U.S. beef improves the taste and the quality of their dishes. They recognize the quality and taste of U.S. beef is better than beef imported from other countries.

They continue to work with USMEF and utilize the “We Care” campaign.