Japanese restaurants fight back with lower prices and new concepts to woo diners

THE Japanese restaurant industry may be down, but it’s not out. At least, it is working hard to hold on: Eateries are coming up with innovative ideas, from one-for-one promotions to across-the-board price cuts to draw in customers who have been flocking to Japan to take advantage of the cheaper yen.

Eagle-eyed diners may have noticed more affordable options, even at upscale and Michelin-starred restaurants. Zeniya, for instance, is offering a set lunch for as low as S$88, and its top menu price has been revised to S$388 from S$450.  Michelin-starred Sushi Kimura now serves quick executive lunches at S$120, and high-end sushi-ya Sushi Sei has released a Valentine’s Day one-for-one promotion for its highest set-dinner menu of S$600. 

“Even my group of friends who dine out regularly have planned three to four trips to Japan this year,” says Karen Cheng, co-founder of Japanese restaurants Ichigo Ichie, Sushi Kimura and The Gyu Bar. “And this group of such diners make up my regular customer base.”