#Japan #Tokyo #Gyukaku #Reins International #Yakiniku Tavern Set

Gyukaku's New Yakiniku Tavern Set

In an innovative move, Gyukaku—a restaurant chain under Reins International—has unveiled its new Yakiniku Tavern Set, which offers an enticing dining experience for just 1,980 yen (approximately $18) including tax starting January 21, 2026. This initiative aims to make yakiniku more accessible and cater to the growing trend of casual 'senbero' dining, typically enjoyed after work. To celebrate the launch, a media tasting event took place on January 14 at Gyukaku's Gotanda location, where attendees got a firsthand look at this exciting new offering.

A Blend of Yakiniku and Izakaya

The Yakiniku Tavern Set creatively merges traditional yakiniku with the casual atmosphere of an izakaya. The set includes a selection of six types of grilled meat, featuring a standard yakiniku platter and a choice of hormone platter, alongside a two-hour all-you-can-drink menu and free-flowing edamame. Priced at 1,980 yen, Gyukaku aims to be the go-to spot for those who want to enjoy a delicious meal without breaking the bank.

During the event, media representatives could taste the dishes while hearing insights from the menu developers on the thought process behind the design and concept of the new offering. Many praised the value provided considering the price point, emphasizing how easy it would be to include this in their regular dining habits.

Insights from the Company

Wataru Otani, a member of the Gyukaku menu development team, elaborated on the inspiration for the Yakiniku Tavern Set. He noted that in recent years, there has been an increasing demand for affordable casual dining experiences. However, despite the growth of the yakiniku market, signaling a rise in popularity, external factors such as currency fluctuation and rising costs have limited the frequency of visits to yakiniku restaurants to special occasions.

To address this, Gyukaku has been striving to redefine what yakiniku can mean in everyday life, encouraging patrons to visit weekly or monthly with friends. The team initially considered a price of around 3,000 yen for the offerings, but after thorough internal discussions, they settled on the more accessible price of 1,980 yen.

Additionally, to eliminate concerns about budgeting, the set combines the meat options with the two-hour drink and edamame all-you-can-eat for a total of 1,980 yen, helping customers feel satisfied with their experience. A trial run in November 2025 resulted in an estimated average savings of over 3,000 yen per person based on previous orders, demonstrating the distinct value of this offering.

Constructed for Satisfaction

The Yakiniku Tavern Set aims to foster a leisurely dining atmosphere with the relaxation of a two-hour dining limit instead of the typical 90 minutes. The grilled meat selection includes two varieties of beef short ribs, in addition to the ever-popular beef skirt steak. The hormone platter, designed to pair with drinks, offers patrons the option of two flavors: 'Black MIX', enhanced with a special soy sauce and black pepper, and 'White MIX', which boasts robust garlic notes.

To ensure easy enjoyment while maintaining a strong interactive environment, edamame was chosen for its hand-held, no-utensil-required feature, further enhancing the shared dining experience without interrupting conversation.

Positive Reception from Media

Feedback from media attendees at the tasting event was overwhelmingly positive. Many highlighted the exceptional match of grilled meat and drinks, appreciating how the pricing makes it easy to visit regularly, valuing the freedom to customize their orders beyond the set. Some noted the delightful combination of rich flavors from the grilled meat and the lighter edamame, creating what they described as an endless loop of enjoyment. Overall, the consensus was that this new offering not only delivers on affordability but also ensures a reliable, enjoyable dining experience.

Looking Ahead

Reins International’s Akimoto Shinhei shared that the initial trial of the Yakiniku Tavern Set exceeded expectations, achieving about 1.4 times the anticipated sales figures. Despite a reported tightening of consumer spending, it is clear that low-cost dining spots continue to attract large crowds, especially in areas popular with younger individuals or students. The straightforward pricing of this new offering is particularly favorable for budget-conscious consumers in these demographics, thus fostering an increase in the number of young visitors, diversifying Gyukaku's customer base beyond family or ceremonial diners.

As Gyukaku approaches its 30th anniversary, the brand is keen to evolve, not just as a dining establishment but as a social and casual gathering hub, integrating affordable yet high-quality experiences into everyday life. With the introduction of the Yakiniku Tavern Set, Gyukaku is not only responding to current market needs but also setting the stage for future growth, ensuring their place in the hearts of everyday diners.

Set Overview

• - Launch Date: January 21, 2026 (Weekdays only)
• - Contents: Yakiniku platter, hormone platter (with a choice of Black MIX or White MIX), all-you-can-drink plan, all-you-can-eat edamame
• - Price: 1,980 yen (tax included 2,178 yen)
• - Duration: 120 minutes for drinks and edamame (last order 90 minutes)
• - Available at: Locations across Japan, excluding some stores like in Okinawa.

More Information: Visit Gyukaku's dedicated page to learn more about the Yakiniku Tavern Set.