The beef just got better
The Beef Bowl at Yoshinoya has proved surprisingly popular with Thai diners
Yoshinoya, the Japanese quick-service food chain, is making a comeback in Thailand after a decade’s absence, teaming with the Central Restaurants Group.
Central believes Yoshinoya can make a splash even in Bangkok’s wealth of Japanese restaurants with its affordable, yummy and quick food, especially the globally popular gyudon beef in a bowl.
The first Yoshinoya restaurant opened more than a century in Tokyo’s Nihonbashi fish market. Today there are 1,600 branches around the world. Its Bangkok revival began with an outlet at Central Lad Phrao in August, and now there’s one at the Terminal 21 mall on Soi Asoke.
“After 112 years, Yoshinoya is more than a food chain – it’s a part of Japanese life,” says general manager Pol Sridang. “Japanese living in Thailand yearn for these tasty bowls of rice just as much as Thais living abroad long for delectable khao gaeng.”
“Customers these days are well informed and selective, but also eager to try new things,” he adds. “And rather than a wide variety of dishes, restaurants specialise more now, focusing on ramen or sushi or curry rice.
“I believe Yoshinoya’s signature Beef Bowl – made using a secret recipe – is bound to be a magnet drawing customers.”
In the Yoshinoya restaurants in Japan, diners often eat right at the counter to keep things speedy, though many women find this a “masculine” habit.
In Bangkok there’s regular table service, but the service is still fast – you get your order in about three minutes. The Terminal 21 outlet has 60 seats and customers are in and out quickly.
“Customer generally take about 20 minutes to eat, while in Japan the average time is three to five minutes, ” says Pol. “About 60 per cent are ordering the Beef Bowl, which is beyond our expectations. We expected about 30 per cent because beef isn’t so popular these days.”
It’s easy to see why the forecast was wrong. This is a bowl of thinly sliced, juicy and tender US beef simmered with fresh onions in a sauce of herbs and spices. It’s served on a bed of plump steamed white rice for Bt109 or, for a large portion, Bt139.
If you prefer your cattle in the pasture, go for the other best seller – the Teriyaki Chicken Bowl (Bt99 and Bt129), golden-brown slices in that delicious sauce with mixed vegetables and steamed rice.
Yoshinoya devised four new dishes just for Bangkok diners. Yakiniku Beef Bowl is Bt149, Tori Tendon (rice with chicken tempura) Bt129, Buta Tendon (with pork tempura) Bt129, and Shogayaki (stir-fried pork with ginger) Bt139.
You can order a set – rice and miso, nori or wakami soup with a soft drink or green tea – for Bt149 to Bt175. There’s also salad and kimchi instead of soup for a bit extra.
Lighter meals include Harumaki (beef and cheese spring rolls with wasabi mayo, Bt89) and Karaage (deep-fried chicken, Bt65). For dessert, no green-tea ice cream, amazingly enough. Instead, you have Kuzumochi, a sticky mochi cake served chilled and topped with sugar syrup and powdered soybean, worth Bt35.
SAY YO!
Yoshinoya is on the ground floor of Central Lad Phrao (02 541 1851) and on the fourth floor of Terminal 21 on Soi Asoke (02 108 0770).
