Top Chain Restaurant Expert Reveals Best Value Menus for the Inflation Era

2026-01-08

In the midst of this inflation, being able to enjoy a regular-sized beef bowl for under one coin is a testament to corporate effort.

Three hours of heated debate

For a long time, a 1,000 yen barrier existed in the restaurant chain industry. But with recent inflation, that barrier is beginning to collapse. So what is the most cost-effective gourmet option today? Four masters of dining out — restaurant producer Mitsuhiko Suda, food analyst Takao Shigemori, food journalist Junnosuke Nagahama, and B-grade gourmet researcher Kyubei Yagyu — engaged in a fierce debate.

—Menu items over 1,000 yen are becoming more common, aren’t they?

Suda: There’s a sense that 1,000 yen is largely accepted. Now people are talking about a 1,200 yen barrier.

Shigemori: At Yoshinoya, the regular-sized beef bowl is still 498 yen (tax included, same below), keeping it under one coin. However, side dishes such as the egg at 118 yen and pickles at 162 yen have all risen in price.

Nagahama: The U.S. beef used by Yoshinoya has reached record-high prices. On top of that, rice prices went up, which was painful.

Yagyu: Each company is being pushed to move beyond just beef bowls. Noodle dishes, which have already broken the 1,000 yen barrier, will accelerate product development that generates higher profits.

—What do you recommend from beef bowl chains?

Suda: Regular-sized beef bowls from each chain are the only choice. Drawing customers in with beef bowls priced as low as possible and making profits elsewhere is the current strategy. In other words, the highest cost-performance is in the regular beef bowl. Toppings and size upgrades are comparatively expensive. You should stick to just the regular beef bowl.

Nagahama: Saying don’t eat the beef bowl at a beef bowl chain is a bold suggestion.

Yagyu: Even without a “beef bowl,” you can still enjoy beef and rice. That menu is Matsuya’s morning “W-selectable egg over rice.” You can choose a mini beef plate or chilled tofu as a side, and select either a raw egg or soft-boiled egg. Miso soup is included, and the price is 350 yen. You can even upgrade your rice to large or extra-large for free.

Shigemori: Some stores even offer free refills. No argument about cost-performance here.

Yagyu: If you can spend a bit more, there’s the “Sausage Egg Set Meal” (530 yen). It comes with sausage, fried egg, mini vegetables, and a selectable small dish. Rice can also be upgraded to extra-large.

Shigemori: For breakfast, the set “Natto Breakfast” at set meal chain Yayoi-ken is also good. At 410 yen, it comes with natto, nori, tofu, pickles, and miso soup, with free rice refills guaranteed.

—By the way, which chain has the best cost-performance for a regular beef bowl?

All: Considering taste, Yoshinoya!

—Do you have any sushi chain recommendations?

Nagahama: A year ago, Sugidama’s lunch-limited 10-dish “Funamori Don” (990 yen) had outstanding cost-performance, but it is no longer available.

Suda: The weak yen probably increased procurement costs, making it unsustainable. Not just Sugidama, but the conveyor belt sushi industry overall is facing tough times.

Yagyu: In that context, Kappa Sushi’s 143-store limited lunch menu 12-piece sushi set with popular ingredients, chawanmushi, and ao‑sa miso soup (from 1,220 yen) is doing reasonably well.

Shigemori: Sushi Matsu, run by Matsuya Foods, offers a weekday lunch “Daily Sushi” (979 yen), which is quite cost-effective. You can order additional pieces starting from 77 yen each, so even adding extras remains cheap. Also, Gatten Sushi’s weekday lunch “Popular Lunch” with 8 pieces plus miso soup costs 1,078 yen, which is a good deal.

—How about Chinese food chains?

Suda: Gyoza no Ohsho’s “Just Size Menu” is excellent. Items like “Gyoza” (3 pieces, 192 yen) or “Shrimp in Chili Sauce” (466 yen) are affordable, so you can order a little of what you want. Regular menu items like “Tenshinhan” (737 yen) also have great options.

Nagahama: It’s nice that you can choose from sweet and sour, salt, or Kyoto-style sauce for the Tenshinhan.

Yagyu: Bamiyan’s “Daily Lunch” (659 yen) is also recommended. On Saturday, dishes like “Chicken and Fried Eggplant in Hoikoro Sauce” come with rice and access to the soup bar. With many weekday options and available until 5 p.m., it’s convenient for lunch. Rice can be upgraded to large for +22 yen.

Shigemori: The “Authentic Grilled Gyoza” (3 pieces) normally 219 yen can be added for 110 yen, and “Soy Sauce Small Ramen” normally 385 yen can be added for 220 yen—very cost-effective.

Yagyu: For big eaters like me, I’d recommend ordering the “Banquet Set” alone. At 2,200 yen, it includes gyoza, chili shrimp, Peking duck, etc., plus a drink bar. If you want to eat a lot, it’s actually cheaper.