Key Facts
• Sukiya to reduce beef bowl prices for the first time in 11 years.
• Price changes effective September 4, 9:00 AM.
• Regular size beef bowl reduced from ¥480 to ¥450.
• Large size beef bowl reduced from ¥680 to ¥650.
• Medium and mega sizes remain unchanged.
• Beef plates to see a price cut of ¥10–¥30.
• Price cuts aim to attract customers amid high raw material costs.
• Sukiya’s customer numbers have not recovered since a contamination issue in March.
Summary
Sukiya, a major beef bowl chain, will implement its first price reduction in 11 years starting September 4 at 9:00 AM. Regular and large beef bowls will see price cuts of ¥30 each, while medium and mega sizes remain unchanged. Beef plates will also be reduced by ¥10–¥30. This move comes despite persistently high costs for beef and domestic rice, as Sukiya seeks to differentiate itself from competitors and boost customer numbers. The chain has faced challenges in regaining foot traffic following a contamination incident earlier this year.
