Food & Beverage

Yoshinoya beefs up for summer

Yoshinoya's grilled BBQ beef LTO is now available at its U.S. locations. (Photo provided)

May 28, 2020

Japanese-inspired rice bowl brand and one of the world's oldest QSRs, Yoshinoya, has launched a grilled BBQ beef LTO through its Yoshinoya America stores that features grilled beef and chopped onions tossed in a sweet and spicy Asian barbecue sauce, garnished with sesame seeds, according to a news release. The LTO was announced after the brand said its test at stores in three cities was "wildly successful."

"Our guests in Los Angeles, San Diego and Visalia loved this modern twist on a traditional rice bowl," Yoshinoya Marketing Director Angella Green said in the release. "Based on its incredible popularity, we knew we had to fast-track it, making it available to everyone. Whether paired with a side of steamed veggies or finished off with a slice of our legendary cheesecake, this summer, leave the grilling to us."

The LTO comes with a choice of steamed white, brown or Not So Fried rice for $6.59 or with a drink and side for an additional $2.99. Yoshinoya offers carryout, drive-thru and contactless delivery through third party partners at most of its more than 100 locations across the West Coast.

Yoshinoya was founded in 1899 with the opening of its first restaurant in Tokyo, Japan and continues to grow aggressively while operating or franchising more than 2,000 restaurants in Japan, Mainland China, Shanghai, Taiwan, Hong Kong, Singapore, Philippines and the United States, including over 100 locations in California.