Yayoi debuts first U.S. ‘teishoku’ eatery in Palo Alto

JIJI

Japanese restaurant chain operator Plenus Co. on Friday opened its first Yayoi-brand store in the United States, offering teishoku set meals in Palo Alto, California.

Plenus, which is headquartered in Fukuoka, aims to expand its U.S. footprint to offer authentic teishoku amid a boom in Japanese cuisine, especially sushi.

Palo Alto is a key city in Silicon Valley, home to a cluster of information technology companies. The Yayoi restaurant opened at a mall near Stanford University.

The company plans to ship rice and sauces from Japan and to offer 60 menu choices, primarily teishoku, or healthy combinations of dishes served on a single tray.

Prices are set higher than in Japan, with ginger pork teishoku sold for $15.50.

The chain operates 297 Yayoi-ken restaurants in Japan and 155 overseas outlets, mainly in Thailand.

Plenus President Tatsuo Shioi said that the U.S. restaurant industry was large and his company hoped to expand there.