Mar. 13, 2017
Pepper Lunch opened the first overseas expansion of standing & eating style “IKINARI STEAK” in NY
When Japanese food & beverage goes overseas, there may be many cases that put the brand of "Japanese food".
However, standing & eating steak specialty shop "IKINARI STEAK " challenges with the name of "steak" as it is in USA where is the home of meat.
At the location in NY, Japanese style “IKINARI STEAK” is provided under the name of “J-STEAK” and you can add wasabi etc. as seasoning to thick steak with a special sauce based sauce on a hot plate.
It is a strategy of trying to differentiate local competitions by "Japanese style seasoning" such as soy sauce and wasabi.