Kura Sushi, a major conveyor-belt sushi chain, announced on the 20th that it will lower its minimum per-plate price from ¥115 to ¥110. Starting September 4, the company will offer 37 items—approximately 40% of its entire menu—at ¥110 across 313 of its 551 locations nationwide. At the same time, 33 items including salmon and raw shrimp will see price increases from ¥115 to ¥120. This “price polarization” strategy of simultaneous cuts and hikes aims to boost visit frequency among family customers while passing on increased costs to popular items.
The price revision comes against a backdrop of soaring raw material costs, logistics expenses, and energy prices. Kura Sushi explained that it determined “maintaining current prices while absorbing cost increases is difficult.” At the same time, the company plans to increase customer traffic and drive top-line growth by setting popular items at more accessible price points for its core family demographic.
Price Cuts Target 20 Family-Friendly Items
The price reductions apply to 20 items that have been popular with families dining with children, including negimaguro (tuna with scallion), aged albacore tuna, tamago (egg omelet), hamburger steak, and corn. These items were previously priced at ¥115 and will be lowered to ¥110.
The company is also revising its product lineup. It will add new “two-piece nigiri” items that combine popular ingredients such as salmon and shrimp, aged albacore tuna, and tamago, allowing customers to enjoy two types of toppings on a single plate. This will expand the total number of ¥110 items to 37.
Kura Sushi Director Hiroyuki Okamoto explained the strategy: “By lowering prices on items popular with our core family demographic, we aim to increase customer traffic and boost the top line.”
Price Increases Affect 33 Items Including Salmon
On the other hand, 33 items will see price increases, including salmon, raw shrimp, yuzu-salt seared bonito, shiso leaf squid, and red clam. These will be raised by ¥5, from ¥115 to ¥120.
The breakdown of price cuts and increases by item count and price tier is as follows:
CategoryItem CountPrevious PriceNew PricePrice-cut items20 items¥115¥110Price-increase items33 items¥115¥120New additions (two-piece nigiri, etc.)17 items—¥110
Note: ¥110 items total 37, comprising 20 price-cut items plus 17 new additions. Prices may vary at some locations.
Background of the Price Revision and Future Outlook
Kura Sushi has been at the forefront of the industry in advancing cost reduction and operational efficiency through systemization and AI adoption. However, with the weak yen driving up imported raw material prices and energy costs continuing to surge, the company concluded that corporate efforts alone could no longer sustain both price and quality.
The company explained that this price revision also aims to maintain a sustainable production and supply system in partnership with suppliers and fishery stakeholders, ensuring it can continue to provide high-quality products and services stably going forward.
The revision applies to 313 of the company’s 551 locations nationwide, covering a majority of stores. For the remaining locations, pricing may differ depending on location and trade area characteristics. Kura Sushi plans to continue expanding its ¥110 lineup, and how it balances capturing family customers with average spend per customer will be a key focus going forward.
In Japan’s conveyor-belt sushi industry, competitors such as Sushiro and Hama Sushi have repeatedly revised prices in response to rising raw material costs. Kura Sushi’s “minimum price reduction” is drawing attention as a move that challenges the industry-wide trend of price hikes.
AloJapan.com