Japan’s Yoshinoya Predicts Record China Profit on New Menus

Rather than deploying deep discounts to remain competitive in deflationary China, Japanese beef bowl chain Yoshinoya Holdings Co. changed its business recipe.

It redesigned menus, offering items with vegetable toppings and expanding combo sets, to enhance value without sacrificing margins. Yoshinoya’s China business is now on track to report a record profit this year, Chief Executive Officer Tetsuya Naruse said in an interview.