High Quality Content by WIKIPEDIA articles! Yoshinoya, established in Japan in 1899, is the largest chain of beef bowl (or gy?don) restaurants and one of the leading Japanese fast food chains. Its motto is "Tasty, low-priced, and quick". It has its headquarters in the Da Vinci Shinjuku Building in Shinjuku, Tokyo. Yoshinoya first opened in 1899 at the Nihonbashi fish market in Tokyo. When the market was devastated by the Great Kanto Earthquake, Yoshinoya moved to the new Tsukiji fish market in Tokyo in 1923. In the early 2000s, Yoshinoya triggered a discount war in Japan along with other chains such as McDonald's, by introducing a regular beef bowl dish for 280 yen, or around US$2. In late 2001, a domestic mad cow incident critically damaged beef bowl sales. In late 2003, Japan suspended imports of American beef due to a BSE incident in Washington, cutting off Yoshinoya's main source of short plate (fatty beef) that is the main component of its beef bowl.

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