The U.S. Meat Export Federation (USMEF) efforts to increase consumer awareness and grow U.S. beef and pork’s presence on the menus of nationwide restaurant chains in Japan is stepping forward through an extended promotion with a family-style chain. Washoku Sato, a Japanese cuisine-based chain, included three U.S. beef and pork dishes on menus at 201 locations nationwide.
Since October, U.S. pork loin has been a featured item on Washoku Sato’s tonkatsu menu, U.S. beef short plate is promoted on its sukiyaki menu and U.S. beef large intestines is a featured item on its hot pot menu. Washoku Sato estimates it utilizes 50 metric tons (mt) of U.S. beef and 30 mt of U.S. pork loin each month for these three dishes.
“We’re working to demonstrate profit potential and consumer demand for U.S. beef and pork with national restaurant chains,” said USMEF Japan Director Satoshi Kato. “This promotion with Washoku Sato is a model for how chains can incorporate U.S. products into their national menus and develop customer demand for these U.S. beef and pork dishes.”
Promotional support was provided by USDA’s Regional Agricultural Promotion Program. — USMEF
