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Yoshinoya D&C Co., Japan’s largest operator of “gyudon” beef-on-rice restaurants, scored record sales and pretax profits on a consolidated basis for the first half of its current business year, company officials said Tuesday.

The company attributed the results to a sales campaign in April and a reduction in the price of its regular gyudon dish, which has been selling for 280 yen, down from 400 yen, since July.

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