Food and Drink - Fall/Winter 2012 - (Page 162)

>r RESTAURANTS Yoshinoya America Inc. Promoting Quality Yoshinoya America wants its consumers to know they can eat its Japanese rice bowls with or without a coupon and still find value. By Brian Salgado any fast-food restaurant chains use discount promotions to reel in consumers still stinging from the recession. Yoshinoya America Inc. – a Japanese bowl fast-food concept with 1,759 locations in California, Las Vegas and around the world – has taken the opposite approach. Instead, it touts the use of fresh ingredients and its commitment to authentic Japanese meals to bring its customers back. According to Executive Vice President Manuel Villareal, Yoshinoya America Inc. doesn’t have to produce anything new to get this message out. All it takes, he says, is focusing on what company profile Yoshinoya has done all along since the concept first landed in Los Angeles in 1979.    Yoshinoya America Inc. “We want to tell customers about what Yoshinoya Headquarters: Torrance, Calif. is, what we do and how we do it,” Villareal says. “We Employees: 1,200 Specialty: Quick-service Japanese developed the tagline ‘tastes better because it’s rice bowls cooked fresh.’ We’re always cooking and we don’t Manny Villareal, executive vice president: “We want to tell cushave a process where our food sits for an entire day, tomers about what Yoshinoya is, but we never told our customers that in the past.         what we do and how we do it.” “We also never told customers, ‘Our bowls are bet- 162 food & drink • fall/winter 2012 • << Dedicated to providing authentic flavors and fresh ingredients, Yoshinoya estimates that it serves 700,000 bowls every day around the world. M ter than theirs,’” Villareal adds. “Instead, we tell the customers that Yoshinoya is the first company that brought a meal in a rice bowl to America. Our approach now is to tell customers about the good things we do here.” With a history that dates back to the 19th century, there is plenty of backstory to share with customers. The first Yoshinoya restaurant opened in 1899 in Tokyo, where it introduced its signature beef bowl before expanding with more quick-service restaurants. Today, the company’s menu is based on the fresh ingredients featured in its Beef Bowl®, Chicken Bowl, Combo Bowl and varieties of other Japanese favorites. Yoshinoya says it serves 700,000 bowls every day around the world.

Table of Contents for the Digital Edition of Food and Drink - Fall/Winter 2012

Food and Drink - Fall/Winter 2012
Tableside Chat
NYC Wine & Food Festival
Going Global
Beverage Focus
Caribou Coffee
Scooter’s Coffee & Yogurt
Barnie’s CoffeeKitchen
Distributors: Food Law
Progressive Gourmet
Rocky Mountain Natural Meats
Seattle Fish Company of New Mexico
Blue Mountain Growers
Dandrea Produce and Wines
Dorr Lobster
Gary’s Seafood and Specialties
Pohl Food Service Inc.
Supply America
Victoria Fine Foods
Bernatello’s Pizza Inc.
Best Mexican Foods
C.F. Gollott & Son
Clipper Seafoods Ltd.
Mountain Foods Products
Siedhoff Distributing
Sterling Pacific Meat
Producers: Business Strategies
Carib Brewery
Heroes Vodka
Mountain Pure Beverage Co.
Deli Express/E.A. Sween Co.
Family Fresh Pack
Haring Catfish Enterprises
Bear Republic Brewing Co.
Demerara Distillers
Walker & Sons Inc. – Slap Ya Mama
DRY Soda Co.
Good Time Beverages
Greencore USA
Jaindl Turkey Farms
McCall Farms
Nuovo Pasta Productions
Brewery Ommegang
R.L. Schreiber
Venus Wafers Inc.
Casper’s Ice Cream
Restaurants: Smart Marketing
Extreme Pizza
Buffalo Wings & Rings
Fatburger North America Inc.
Famous Famiglia
Francesca’s Restaurants Inc.
Aurelio’s Pizza
Yoshinoya America
Crepe Delicious
FREEB!RDS World Burrito
Razzoo’s Cajun Café
Independent Restaurants
Grand Central Oyster Bar and Restaurant
The Alicart Restaurant Group
The Optimist
The Olive Tree Italian Restaurant
The Epicurean Group
Salty’s Seafood Grills
Retailers: Shopper Marketing
Weigel’s Inc.
Royal Buying Group
The Last Page

Food and Drink - Fall/Winter 2012