Ikinari Steak, known for its “stand and eat” culture, is a sensation in Japan, opening 300 locations in just five years. Its concept: cut steaks to the exact size the customer desires, and charge a fair price by weight. Its foundation: top-quality, highly marbled American beef – specifically, the Certified Angus Beef ® brand.
“A lot of people told me that what we wanted to do was crazy,” says Kunio Ichinose, president of Pepper Food Service, which owns the chain. “But even though no one had ever done it before, customers really took to the idea, and we had lines out the door thanks to word of mouth – even before the unique concept was covered by the media.”
Customers can choose either Certified Angus Beef ® brand strip, which they market as “sirloin,” or chuck eye steak, known at Ikinari Steak as a “wild steak.” For the companies bringing the brand to the table in Japan, the decision to feature it was simple.
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