Yoshinoya announces a reasonably-priced new beef pot-don bowl compared to beef bowl and pork bowl

Yoshinoya introduced a new product "Beef bowl on rice(280 yen in average, 380 yen in high grade) and announced that it will be released in Yoshinoya nationwide from 10 o'clock on Tuesday, September 7. This "beef pot don bowl" has been preliminarily released at various shops for market tests, but it seems to be from this date that it will officially be released nationwide.

The menu of this time was born to return to the origin because "beef pot bukkake" which cooked beef cooked with tofu and vegetables on rice cooked at the fish bank which was in Tokyo · Nihonbashi is the beef bowl presently Or so. It is reasonable price setting, such as 100 yen cheaper than ordinary menu beef bowl in parallel.

Since it is said that it is a new product with a sense of enthusiasm for opening a presentation at the showcase, I sneaked into the meeting place to explore the whole picture.

Details are as below. Arrived at Yoshinoya head office.



The recital started. President Shuhei Abe Presentation of "strategic new product" will be made directly from the president.


It was declared that a very harsh situation of 15% down from the previous year has continued since this year. Also, from customers, it was heard that "Where is Yoshinoya going?"


This is "Strategy New Item" "Okonotsu Bowl". It is reasonably priced than beef bowl and pork bowl. It is said that "low price" is the result of judging that it is the most effective means. Incidentally, "Beef pot-don" was sold at the experiment shops nationwide before this announcement, which means that the presentation was due to good results. Aside from that, it was said that the trial sales of the new menu candidate by the experiment store are done variously at the discretion of the planning and development department in addition to this beef-pot don bowl.


The menu looks something like this.


The original beef bowl is said to be "beef pot" that was in fashion in Meiji and Taisho.


What put the cow pot on rice is the original of the beef bowl, and today's beef bowl in response to the need "I want to eat more meat".


Although it is a new product "Beef Rice Bowl," it may be rather close to returning to the origin of the beef bowl.


The price limit of 2800 yen is based on the balance between reducing the beef bowl from 400 yen to 280 yen in the past and the balance between increase in customers and increase in sales.


It seems that the new product of this time will develop with the way of thinking that beef bowl is an evolutionary form.


The TV commercial of 'Okonabe-don' looks like this. It is a story that a salaried man-like man gets lost in a cafeteria on the fish bank and eats a cowpea-don.
YouTube - Yoshinoya TVCM "Now, Reviving Taste" edition


After that, we go into a question and answer session and various questions and questions are bumped into President Abe's representative. Why did not we cut down on the traditional beef bowl? Answer that the profit falls to the question that it is. Emphasizing the fact that the rate of increase in the number of customers by the beef pot don is high as a result of sales at the experiment store, the price cut of the beef bowl does not lead to profits, as other companies dropped prices ...... That is a so-called 'price cut competition', which was a negative view.


Also, in July this year"Sukiya" cut prices of beef bowls for the limited time to the lowest price of 250 yen in the industryIn response to what I did, the price of 280 yen for "Okonabe-donball" is higher than that? Although the question was also asked, the price of 280 yen was also the price when the Yoshinoya himself reduced the beef bowl greatly, and he replied that it was set by looking over the entire market.

In addition, it is said that the reason why the "profitability" is good while "cow pot-don" is low price is that the cost was suppressed by using ingredients other than beef. In addition to that, when importing beef from the United States, it is not meat of the pinpoint type suitable for beef bowl but divided into beef bowl and meat for beef pot that is suitable for boiling sweetly separately It is because it is very efficient to be able to import.


"Beef pot don bowl" was also said to be the origin point of Yoshinoya, the product concept and low price setting. However, what is worrisome is the taste of "Okonabe-don". So, I ate a cup pot don with a tasting party.

· Continued
A new product of Yoshinoya Daiko's "Okonotsu-Don" tasting review when putting eggs pretty suddenly - GIGAZINE