Yoshinoya
Beef Bowl, Regular Size (498 yen)

Three experts carefully select! These are the cheap and delicious items at restaurant chains for the sweltering summer

Even if rice prices fall, it seems unlikely that restaurant chains will lower their prices. With the environment surrounding the food service industry becoming increasingly difficult due to the weak yen, soaring labor costs, and shortages of naphtha, the 1,000-yen barrier that had long been in place has completely collapsed.

So where can you find affordable and delicious restaurant-chain dishes that can still be enjoyed in the sweltering heat? B-grade gourmet food researcher Kyubei Yagyu, food journalist Junnosuke Nagahama, and food analyst Takao Shigemori—the three experts—engaged in a heated debate over the best value-for-money meals of the summer.

――The “Gusto Fit Menu 2” at Gusto, which was recognized as the best at the previous discussion (“FRIDAY,” January 2, 9 & 16, 2026 issues), was discontinued in late July.

Yagyu: There were signs of it coming, with some stores ending it ahead of schedule, but I didn’t expect it to be discontinued at all stores.

Nagahama: You could choose three items from the mini-size menu, plus a drink bar and soup bar, all for just over 1,000 yen. It was an outstanding value, so it’s a shame.

Shigemori: From the restaurant’s perspective, it was labor-intensive and had slim profit margins. With prices this high, I suppose it was difficult to keep offering it.

Yagyu: We’re now in an era when even high-value menu items quickly disappear due to discontinuations and price increases.

Shigemori: People are now calling it the 1,200-yen barrier, but it seems the day when that barrier collapses may not be far off. The only glimmer of hope is the decline in rice prices. We’re starting to see restaurants offer free upgrades to large portions of rice.

Nagahama: Returning to domestically produced rice is also a trend. Matsuya is switching from a blend of U.S.-grown and domestic rice to 100% domestically produced rice.

――Let’s start with the beef bowl chains.

Nagahama: Matsuya is the one that feels like it has the most momentum. The “Gyumeshi, Regular Size” remains at 460 yen, but it has become tastier after switching to domestic rice.

Shigemori: I’d recommend the “Gyumeshi, Large Topping” (630 yen). It’s cheaper compared with other chains.

Yagyu: Matsuya’s breakfast offerings are also a good deal. The “W Choice Tamago Kake Gohan” (350 yen) lets you choose a small side dish, such as a mini beef plate, as well as either a raw egg or soft-boiled egg. It comes with miso soup, and the rice can be upgraded for free all the way to extra-large. It’s nice that the price has stayed the same even though the dish has become tastier with 100% domestic rice.

――Yoshinoya’s “Beef Bowl, Regular Size” (498 yen) can also be ordered for under 500 yen, with the price unchanged.

Shigemori: The regular-size beef bowl is not only a customer-attracting product, but is also viewed as an indicator of prices. Even when costs rise, it’s difficult to raise the price.

Nagahama: In other words, from the customer’s perspective, it offers good value for money. I think Yoshinoya’s “Beef Bowl, Regular Size” will be Matsuya’s main competitor.

――What do you recommend among sushi chains?

Nagahama: “Sugidama’s” lunch “Sugidama Set Meal.” It comes with six pieces of sushi, two types of tempura, and udon for 1,190 yen.

Shigemori: From the weekday lunch menu, I also recommend “Sushi Mats” “Daily Assorted Nigiri” (979 yen). It comes with seven pieces of nigiri, rolled sushi, and miso soup made with a flavorful seafood broth. At this restaurant, you can order individual pieces, and tuna is available for just 77 yen per piece.

Yagyu: “Uobei” is also good. There’s a wide selection of 110-yen plates, and the side dishes are inexpensive as well. It has the original appeal of a sushi chain: choosing what you like and enjoying it.

Shigemori: All of you have left out the four major chains—“Sushiro,” “Hama Sushi,” “Kura Sushi,” and “Kappa Sushi.”

Yagyu: They’ve continued raising prices, so they’ve become less attractive in terms of value for money. If I had to choose one from among them, I’d go with Hama Sushi. They’ve hired actress Haruna Kawaguchi (31) for their commercials and have gained support, particularly among younger people, with the slogan “Hamai!”

Nagahama: Even among the major chains, they’re pursuing a low-price strategy, with plates starting at 110 yen. Limited-time 110-yen plates, such as the “Domestic Raw Mackerel (1 piece)” (110 yen), which has been available since July 28, offer particularly good value.

Sugidama
Sugidama Set Meal (1,190 yen)

(From left) Kyubei Yagyu, Takao Shigemori, Junnosuke Nagahama
The three experts engaged in a heated two-and-a-half-hour debate this time. All prices in the article are as of August 3 and are subject to change.

――Let’s move on to Chinese restaurant chains.

Yagyu: I think Hidakaya’s “Chilled Noodles with Black Vinegar Soy Sauce” (670 yen) is a strong contender for the top spot. The four toppings—cucumber, wakame seaweed, ham, and shredded egg—are generous. The soup, based on black vinegar and blended with lemon juice and red vinegar, has a pronounced sourness that really makes you feel like summer.

Nagahama: I’m also keeping an eye on Hidakaya. Its signature “Tanmen with Plenty of Vegetables” (620 yen) is good too, but I’d deliberately recommend the “Miso Ramen” (610 yen). It has roughly the same amount of vegetables, yet costs 10 yen less.

Yagyu: With other companies raising their prices, Hidakaya’s affordability has really begun to stand out. To me, it’s the “Chinese version of Saizeriya.” Even the “Soup” is just 20 yen. Whenever I go to Hidakaya, I order three bowls.

Shigemori: The “Gyoza (3 pieces)” is also a great deal at 160 yen. They’re catering to customers who want to add just a little extra.

Yagyu: As a competitor, I’d say Bamiyan. The “Chinese Feast Set Meal,” available from 10 a.m. to 5 p.m. on weekdays, offers great value. The “RGC Set Meal” comes with Bamiyan ramen, three gyoza, and half a serving of fried rice for 1,099 yen.

Nagahama: Bamiyan is also strong when it comes to alcoholic beverages. You can keep bottles of two types of shochu, “Iichiko” and “Kuro Kirishima,” at the restaurant. If you use the drink bar as well, you can enjoy them mixed with soda or as sours.

Hidakaya 【#1 for Light Meals】
Chilled Noodles with Black Vinegar Soy Sauce (670 yen)

――What about hamburger chains?

Nagahama: Mos Burger’s “Black Angus Burger” and “Tobikiri Cheese ~Hokkaido Cheese~” are both 730 yen, but considering the quality, I think they’re inexpensive.

Shigemori: Burger King’s “Avocado Whopper Jr.” (590 yen) is also high quality. The set costs 700 yen, but for an additional 100 yen, you can temporarily upgrade the drink to a “Big Drink,” which is equivalent to two medium-sized drinks.

Yagyu: If you’re looking for quantity, McDonald’s “Night Mac” menu item “Potato Nage Tokudai” (980 yen), available after 5 p.m., is probably the strongest choice. It comes with two large fries and 15 Chicken McNuggets. You can also choose three sauces. A large fries alone costs 400 yen, so you can see just how good the deal is. The sauces can also be purchased individually for 50 yen. I especially recommend the limited-time “Uma-Shio Garlic Sauce.”

Mos Burger
Tobikiri Cheese (730 yen) Mos Burger (500 yen) Black Angus Burger (730 yen)

――What about family restaurants?

Shigemori: Saizeriya’s “Diavola-style Young Chicken” (500 yen). This one is still a strong choice.

Yagyu: Gusto has been offering its “Satisfying! Lunch Menu” since February, and the “Juicy Young Chicken Grill Lunch” (703–868 yen) offers pretty good value. You can choose rice or bread, and the daily soup is all-you-can-drink.

Nagahama: For breakfast, Joyfull’s “Bacon Morning” (328–405 yen) is a good deal. It even comes with a drink bar at that price.

――Various chains have also released eel dishes, a summer tradition. What do you recommend?

Nagahama: Among the familiar beef bowl chains, I recommend Yoshinoya’s “Unaju (Single Eel Fillet)” (1,251 yen). It’s nearly 300 yen more expensive than Matsuya and Sukiya, but they serve eel bowls, while Yoshinoya serves eel ju. Since eel is something you eat as a luxury, I want to place importance on the satisfaction that comes with an eel box meal.

Shigemori: I prefer Matsuya’s “Unadon” (980 yen). It comes with miso soup, which makes it feel like a good deal. The quality is also not bad, as it was supervised by the group’s “Sushi Mats.” Yoshinoya is my second choice. I get the impression that Sukiya’s “Unadon” (980 yen) falls behind the other two in terms of value for money.

Yagyu: I can’t choose one from the beef bowl chains. I think Unatoto’s “Double Unadon” (1,200 yen) is better. As a specialty chain, they grill the eel thoroughly, allowing you to enjoy a crispy texture as well. It’s also nice that you can get a free upgrade to a large serving of rice. They also have a good selection of side dishes, such as “Kimosui” (190 yen) and “Akadashi” (110 yen).

Unatoto 【#1 for Hearty Meals】
Double Unadon (1,200 yen)

――What other outstanding menu items from other chains are there?

Nagahama: Marugame Seimen’s “Kamaage Udon” (regular, 390 yen). Last May, the number of free toppings was increased from six to eight, making it an even better deal.

Yagyu: When it comes to udon, Hanamaru Udon is no slouch either. Its “Wakame (small)” (440 yen) can be topped with double the amount of wakame for free. As for the free tempura bits, if you’re lucky, you’ll find pieces of vegetables from kakiage or even shrimp mixed in. That’s another strength of Hanamaru.

Marugame Seimen
Kamaage Udon (Regular, 390 yen)

The morning meals at Tonkatsu restaurants are worth targeting

Nagahama: If we’re talking about rice-based meals, the “Asagin Shake Teishoku” (638 yen) morning set at Shinpachi Shokudo, which specializes in grilled fish, is outstanding. The salmon, carefully grilled over charcoal, really gives you the impression of a quintessential Japanese breakfast. The chain still has only 66 locations nationwide, but it came under Skylark’s umbrella in March. It’s a chain to watch, with expectations for further expansion in the future.

Shigemori: For breakfast, I’d recommend Katsuya’s “Mini Katsudon Set” (605 yen). If you use the 100-yen-off coupon available at stores or through the app, you can get it for 505 yen.

Yagyu: Morning meals at tonkatsu restaurants are definitely worth targeting. At some Matsuya locations, the “Value Morning Loin Tonkatsu Set Meal (without small side dish)” comes with free refills of rice and miso soup for 550 yen. Honestly, it’s at the level where serving this would end the discussion, so I’d like to treat it as a hall-of-fame entry.

Shigemori: I agree. For people who can handle hearty fried food first thing in the morning, it’s unbeatable, so let’s consider it separately from today’s discussion.

—Let’s move on to the conclusion. Which menu item offers the best combination of value for money and satisfaction this summer?

Yagyu: I’d nominate Hidakaya’s “Chilled Noodles with Black Vinegar Soy Sauce” as the strongest candidate.

Shigemori: I also vote for Hidakaya, specifically the “Tanmen with Plenty of Vegetables.” Hidakaya properly stir-fries its ingredients in a wok, so the vegetables are nice and crisp.

Nagahama: Marugame Seimen’s “Kamaage Udon.” I appreciate that the expanded topping selection has increased both the freedom of choice and the appeal.

Shigemori: Since we’ve ended up with relatively light noodle dishes, I’d like to add something hearty as well.

Yagyu: In that case, wouldn’t Unatoto’s “Double Unadon” be a good choice?

Nagahama: I have no objections. But these four final candidates are all difficult to rank.

Shigemori: It’s a tough choice, but since we’re talking about the strongest option this summer, how about placing greater emphasis on the sense of the season?

Yagyu: Good idea. How about we designate Hidakaya’s “Chilled Noodles with Black Vinegar Soy Sauce” as the strongest light summer dish, and Unatoto’s “Double Unadon” as the strongest hearty summer dish?

Nagahama & Shigemori: No objections!

The heated debate among the three experts lasted two and a half hours. Taking this discussion as a reference, why not look for some exceptional dishes to help you get through the sweltering heat?

From the August 21–28, 2026 combined issue of “FRIDAY.”

The ¥1,000 Price Barrier Is Breaking—Here Are the Best-Bang-for-Your-Buck Summer Meals

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