Yoshinoya's Slogans & Taglines

Yoshinoya is a Japanese multinational fast food chain and the second-largest chain of gyūdon (beef bowl) restaurants. Founded in 1899 by Eikichi Matsuda in Tokyo's Nihonbashi fish market, it began as a small family-run shop serving hearty, affordable beef bowls to busy fishermen and market workers. The name combines the founder's name, Matsuda (yoshi), and the original location, Nihonbashi (noya). The brand's enduring motto, "Tasty, cheap and fast" (安い、うまい、早い), has guided its philosophy for over 125 years. In 1952, Yoshinoya became the first restaurant in Japan to attempt 24-hour operations, and in 1975 it opened its first overseas location in Denver, Colorado. Known for its iconic U-shaped horseshoe counter design that achieves sub-one-minute service, Yoshinoya has survived earthquakes, war, and even a 1980 bankruptcy to emerge as a beloved icon of Japanese fast food. Today, with thousands of locations across Japan, the United States, and Asia, it remains a symbol of Japanese culinary tradition, operational efficiency, and the enduring belief that a simple, satisfying bowl of beef and rice can nourish generations.