<figure id="attachment_482533" aria-describedby="caption-attachment-482533" style="width: 2500px" class="wp-caption alignnone"><a href="#" data-ident_hash="b6ae9328"><img src="https://res.cloudinary.com/fridaydigital/image/private/t_article_image/wpmedia/2026/10/5085906db8932797287140074a2ba243.jpg" alt=""></a><figcaption id="caption-attachment-482533" class="wp-caption-text">From left: Mr. Suda, Mr. Shigemori, and Mr. Nagahama. The three experts engaged in a discussion lasting over two hours while actually tasting the products.</figcaption></figure>
<h2> Moving into the High-Price Segment</h2>
<p> A wave of change is sweeping through hamburger chains as well. Affected by inflation, the “Big Mac” and “Moss Burger” have both seen price increases to 500 yen (single-item price including tax; same applies below) since the start of this year. At the end of March, Lotteria closed its doors after 54 years in business.</p>
<p> As the industry enters a turning point, which burger is the “ultimate burger” that excels in both taste and value? The “Three Sages”—food service producer Mitsuhiko Suda, food journalist Junnosuke Nagahama, and food analyst Takao Shigemori—engaged in a heated debate.</p>
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<p><span class="strongInContent">Suda</span>: Companies are shifting toward higher-priced items. The fact that Lotteria—which had pursued a low-price strategy—converted all its stores to “Zetteria,” a step up in class, is a symbol of this trend.</p>
<p><span class="strongInContent">Nagahama</span>: A common strategy is to keep low-priced items on the breakfast menu while raising prices for daytime menu items. McDonald’s, too, has raised prices frequently in recent years, making it harder to perceive their offerings as cheap. The price gap with higher-end chains like Mos Burger and Burger King is narrowing.</p>
<p> ——What is McDonald’s current situation, and what are its standout products?</p>
<p><span class="strongInContent">Suda</span>: With over 3,000 locations, it’s the industry leader in Japan. The company excels at store operations and continues to perform well, with both revenue and profits on the rise. On the other hand, I get the impression that the quality of its products lags behind that of its competitors.</p>
<p><span class="strongInContent">Shigemori</span>: I notice that especially with the buns. They just don’t feel very substantial…</p>
<p><span class="strongInContent">Nagahama</span>: The “Samurai Mac” series uses special buns, but with a Value Set priced in the mid-800 yen range, it actually seems to fall short in terms of value for money.</p>
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<p><span class="strongInContent">Suda: That’s</span> exactly why I’d recommend the “Big Mac” <span class="strongInContent">right now</span>. With 100% beef, cheese, and a special sauce, it’s a classic flavor. Placing the bun in the middle compensates for its “lightness”—its weak point—and makes it more satisfying to eat.Although the price went up from 480 yen to 500 yen in February, it still offers great value for the money.</p>
<p><span class="strongInContent">Shigemori</span>: The “Chicken Filet” (440 yen) also holds its own in terms of value. The hearty chicken breast patty pairs perfectly with the Aurora sauce.</p>
<figure id="attachment_482535" aria-describedby="caption-attachment-482535" style="width: 1875px" class="wp-caption alignnone"><a href="#" data-ident_hash="8403e6dd"><img src="https://res.cloudinary.com/fridaydigital/image/private/t_article_image/wpmedia/2026/10/4c4edb0b44cd17b32498003cfa253c37.jpg" alt=""></a><figcaption id="caption-attachment-482535" class="wp-caption-text"> TV personality Shingo Katori (49) appears in commercials for McDonald’s “Tsukimi Series.” Photo courtesy of the company’s website</figcaption></figure>
<div data-friday-nextpage-lead=" The ever-reliable Mos Burger"></div>
<h2>Attention to Detail</h2>
<p> —How about Mos Burger?</p>
<p><span class="strongInContent">Suda:</span><span class="strongInContent">Mos Burger</span> has also raised the price of its signature <span class="strongInContent">“Mos Burger</span> ” from 470 yen to 500 yen. Mos Burger is a chain that prioritizes quality by using an “after-order system,” where items are prepared only after an order is placed. Because of this, customers are more willing to accept price increases there than at McDonald’s.</p>
<p> Shigemori: <span class="strongInContent">I</span> highly recommend <span class="strongInContent">the</span> “Moss Burger.” The harmony between the piping-hot special meat sauce, fresh chilled tomatoes, and a juicy patty is simply exquisite.</p>
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<p><span class="strongInContent">Nagahama</span>: <span class="strongInContent">The “Teriyaki Burger</span> ” also went up by 20 yen to 490 yen, but it’s still my top recommendation. It’s packed with crisp lettuce, and the sauce has a gentle sweetness that pairs perfectly with it.</p>
<p><span class="strongInContent">Suda</span>: I highly recommend the limited-time “ <span class="strongInContent">Tsukimi Focaccia ~Golden Cheese Sauce~</span> ” (630 yen).The egg is soft-boiled style, and when you bite into it, the runny yolk oozes out. A sausage, curved along the sides, helps hold the shape together. Although the egg and sausage are cooked for different lengths of time, this is all carefully calculated to ensure they’re served in their best condition. It’s hard to believe that a national chain can maintain this level of quality at that price.</p>
<p><span class="strongInContent">Nagahama: Mos Burger’s</span> cheese items are also outstanding. The temperature is meticulously controlled to ensure the cheese is served in a melt-in-your-mouth state. The <span class="strongInContent">“Extraordinary Cheese ~Hokkaido Cheese~</span> ” (730 yen) is a product that embodies the very essence of Mos Burger. The bun, patty, vegetables, and cheese come together as one, allowing you to enjoy the changing flavors with every bite.</p>
<p><span class="strongInContent">Suda</span>: I also think the “Tobikiri Cheese” is a perfect product.</p>
<figure id="attachment_482536" aria-describedby="caption-attachment-482536" style="width: 2500px" class="wp-caption alignnone"><a href="#" data-ident_hash="f654afa8"><img src="https://res.cloudinary.com/fridaydigital/image/private/t_article_image/wpmedia/2026/10/a346db224912ce93b6b2fc9eaeafdf9a.jpg" alt=""></a><figcaption id="caption-attachment-482536" class="wp-caption-text"> Actress Kaho Ito (29) is currently starring in Mos Burger’s latest commercial, “Rich and Creamy Tsukimi.” Photo courtesy of the company’s website</figcaption></figure>
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<div data-friday-nextpage-lead=" Lotteria has closed its doors, but"></div>
<h2>Zetteria&#8217;s Secret Tips</h2>
<p> —What’s Zetteria, formerly Lotteria, Like?</p>
<p><span class="strongInContent">Shigemori: I visited</span> a famous Lotteria location in Tokyo on its final day of business. I was surprised to see how quiet it was—few customers and no media present—as the store closed without fanfare.</p>
<p><span class="strongInContent">Nagahama</span>: Lotteリア’s standout menu items, such as the “Pork Rib Sandwich” and the “Tomato &amp; Lettuce Burger,” have disappeared. Amid all this, I recommend <span class="strongInContent">the “Shrimp Burger</span> ” (440 yen), which Zetteria continues to sell.Although there’s been a minor change—the vegetables have switched from cabbage to lettuce—the crispy batter and the plump, springy texture of the shrimp remain as delicious as ever.</p>
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<p><span class="strongInContent">Suda: Here’s a little insider tip</span> —when you order, ask the staff for it “fresh off the grill.” <span class="strongInContent">The</span> “ <span class="strongInContent">Exquisite Tsukimi Burger</span> ” (640 yen) served fresh off the grill is truly exquisite. The egg yolk is soft-boiled and pairs perfectly with the piping-hot patty.You’ll have to wait about 15 minutes for the “freshly made” version, but it’s well worth the wait. <br>
Nagahama: If we’re talking about the “Exquisite” series, <span class="strongInContent">the</span> flagship <span class="strongInContent">“Exquisite Cheese Burger</span> ” (590 yen) is also a must-try. It’s a top-tier cheese burger with exceptional quality.</p>
<p><span class="strongInContent">Shigemori</span>: I’m a fan of <span class="strongInContent">the “Exquisite Beef Burger</span> ” (540 yen). It’s a classic burger with a patty, lettuce, and tomato—consistently delicious.</p>
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<p> [Part 2] <a href="https://friday.kodansha.co.jp/article/482531">“This Is the Ultimate Hamburger!” The debate among the three experts lasted over two hours… Carefully selected based on taste and value for money</a></p>
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<p> From the October 16, 2026 issue of *FRIDAY*</p>
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 With companies shifting toward higher-priced items, a wave of change is sweeping through hamburger chains. As the industry enters this turning point, which burger offers the best taste and value—the “Ultimate Burger”? Three experts engaged in a heated debate.

A Thorough Debate on Taste and Value: Which Is the “Best Burger”? Three Experts Spent Over Two Hours Carefully Selecting the Winner!

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