Key Restaurants Return To U.S. Beef

Japan

Key Restaurants Again Featuring U.S. Beef

Gyukaku, a yakiniku restaurant operated by Reins International, began serving U.S. beef again at six of their Tokyo outlets Oct. 6.  Gyukaku is the largest yakiniku chain in Japan, with about 850 restaurants. The promotion is being conducted through mid-November, with product going on regular menus at the end of November at most of the outlets if it is available.

Six U.S. beef cuts are now used in Gyukaku menu items: chuck eye roll, boneless short rib, chuck flap tail, short plate, hanging tender and outside skirt. The chain is planning to expand U.S. beef to other outlets as soon as possible, again based on availability of product.

Gyukaku buyers recognize U.S. beef as the most suitable for yakiniku menus, according to Mitsutaka Misawa, USMEF Japan marketing manager, who reports that the Guykaku restaurants are using the USMEF logo on their menus.  The USMEF has worked closely with restaurant officials to promote the product as U.S. beef.

Although Gyukaku officials were initially concerned about customer reaction, they have found that customers in the six outlets have been extremely positive. Only 2-3 percent appeared to be leery of U.S. beef.

Reins International has about 1,500 total restaurants.

Japan

Key Restaurants Again Featuring U.S. Beef

Gyukaku, a yakiniku restaurant operated by Reins International, began serving U.S. beef again at six of their Tokyo outlets Oct. 6.  Gyukaku is the largest yakiniku chain in Japan, with about 850 restaurants. The promotion is being conducted through mid-November, with product going on regular menus at the end of November at most of the outlets if it is available.

Six U.S. beef cuts are now used in Gyukaku menu items: chuck eye roll, boneless short rib, chuck flap tail, short plate, hanging tender and outside skirt. The chain is planning to expand U.S. beef to other outlets as soon as possible, again based on availability of product.

Gyukaku buyers recognize U.S. beef as the most suitable for yakiniku menus, according to Mitsutaka Misawa, USMEF Japan marketing manager, who reports that the Guykaku restaurants are using the USMEF logo on their menus.  The USMEF has worked closely with restaurant officials to promote the product as U.S. beef.

Although Gyukaku officials were initially concerned about customer reaction, they have found that customers in the six outlets have been extremely positive. Only 2-3 percent appeared to be leery of U.S. beef.

Reins International has about 1,500 total restaurants.