Yoshinoya is a Japanese beef rice specialty store, which was founded in 1899 and has a history of more than 12 years. At the beginning, Yoshinoya specialized in beef rice with various tastes, but after diversified development, many kinds of delicacies such as beef rice, pork rice, chicken rice and eel rice were formed. However, after several years of development, the number of shops at home and abroad has increased to several hundred. However, affected by the epidemic situation and consumption patterns, Yoshinoya began to suffer serious losses and was forced to close 15 shops.

The poor management of Yoshinoya is the main reason for the loss. First of all, Yoshinoya's management is characterized by fast meals, sufficient quantity and very cheap price, which has been loved by many office workers, that is to say, Yoshinoya's selling point is selling fast food. However, with the outbreak of the COVID-19 epidemic, the number of people gathered in Yoshinoya's stores is not as good as before, and Yoshinoya did not launch the food delivery business in time, which led to the failure to increase sales.

Although Yoshinoya sells fast food, the price of Yoshinoya is still relatively expensive in China. The price of each portion of Yoshinoya's fast food is as high as that of 35 yuan, and the price of breakfast is more than that of 1 yuan, and the weight is not enough. For example, the price of a large portion of Sanjiao beef rice of Yoshinoya is 34 yuan, while the price of a small portion of beef rice is 28 yuan's, and the steamed package of fresh meat for breakfast also needs 11 yuan's money, which is much more expensive than other fast food restaurants. And now Yoshinoya's fast food is much less than before, so there is no advantage in attracting consumers in this respect.

The competitive advantage of Yoshinoya's fast food has been completely lost now. The fast food bought and sold in their shops can be found in other brands of fast food restaurants, and their signature beef rice has also been imitated and sold by many merchants, which has increased the choice of consumers. In addition, the demand of consumers for food is getting higher and higher now, so the fast food model will become a thing of the past.