Yoshinoya: Managing in Troubled Times

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Compact case

Case

Reference no. 304-126-1

Subject category: Strategy and General Management

Authors: N Rajshekar (IBS Case Development Center); Saba Kausar (IBS Case Development Center)

Published by: IBS Case Development Center

Published in: 2004

Length: 5 pages

Data source: Published sources

Topics: Yoshinoya; Mad cow disease; US beef; Beef bowl; Bovine Spongiform Encephalopathy (BSE); Prions; vCJD; McDonald's; Australian beef; Japanese beef imports; Major exporters of beef in the world; Foot and mouth disease; Sukivaki; Kyotaru sushi shops

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Abstract

By 2003 ''Yoshinoya D&C Co Ltd'' ( Yoshinoya), which started as a small restaurant in Tokyo in 1899, had transformed into a global fast food chain, famous for its beef bowl, with 1,156 restaurants in the US, Japan, Singapore, Taiwan, Hong Kong and China. It was also planning to expand into Asia and Australia. However, due to the report of mad cow disease in the US in December 2003, Yoshinoya faced a major crisis, as 99% of its beef was imported from the US. Despite the ban, Yoshinoya announced that it would continue to use US beef for its products till the stocks lasted. A structured assignment ''304-126-4'' is available to accompany this case.

Location:

Japan

Industry:

Food retailing

Other setting(s):

2003