Yoshinoya Strengthens Innovation in Indonesian Market

Modernizing Restaurant Concepts

Yoshinoya, the renowned Japanese fast-food chain famous for its beef bowl, continues to strengthen its presence in Indonesia through both physical expansion and innovative service concepts. Since its first outlet in 2010 at Grand Indonesia, Yoshinoya Indonesia - operated by local franchise holder PT Multirasa Nusantara - has rapidly expanded its network. By the end of 2025, the chain has successfully operated over 200 outlets across approximately 45 cities.

Focus on Innovation and Customer Experience

According to Zuhdan Kamal, Senior Marketing Activation Manager at Yoshinoya Indonesia, the company is not merely focused on expanding its physical presence. The management has been working on revamping restaurant concepts to create a more modern and customer-friendly environment. This strategic move is designed to cater to the evolving tastes and needs of modern consumers in Indonesia.

Strategic Expansion and Adaptation

Yoshinoya's growth strategy in Indonesia demonstrates a dual approach: aggressive physical expansion coupled with continuous innovation in service and restaurant design. This comprehensive strategy positions Yoshinoya as a significant player in Indonesia's competitive fast-food market, particularly in the beef bowl segment.