Yoshinoya: Redefining Fast Food Dining

A Higher Quality Brand Image

The main objective of the designers was to elevate Yoshinoya's image and create a new way of living for its customers. By incorporating Japanese minimalist style and using a variety of wood finishes, the designers aimed to bring a sense of tranquility and balance to the bustling urban environment.

The design concept revolves around the idea of a "Top House," representing fashion, luxury, and premium quality of life. The designers wanted to create an optimized dining environment where people could slow down, enjoy their meals, and spend quality time with friends.

The interior of Yoshinoya is divided into different zones, each with its own unique house-shaped design elements. These elements not only create a congenial Japanese lifestyle ambiance but also serve as spatial zoning divisions, providing privacy and a relaxed dining experience.

One of the standout features of the design is the television cabinet styled as an electronic menu, which becomes the focal point of the "living area." The use of different house shapes successfully separates the service counter and seating area, adding to the overall Japanese aesthetic.

The materials used in the design include granite, marble, tiles, glass, wooden veneer, stainless steel, powder-coated metal, leather, and plastic laminate. These materials, combined with soft lighting, modern wall lamps, and flat picture frames, create a luxurious residential atmosphere.

The project, completed in February 2015, posed several challenges for the designers. They had to strike a balance between the brand's traditional image and the innovative direction they wanted to take. The design had to be simple, eye-catching, and easy to understand while leaving a lasting impression.

The Yoshinoya redesign received the Silver A' Design Award in 2015 for its outstanding expertise and innovation. It exemplifies the highest level of excellence in interior space, retail, and exhibition design, showcasing remarkable technical characteristics and artistic skill.

With its unique blend of Japanese minimalism, luxurious ambiance, and optimized dining experience, Yoshinoya sets a new standard for fast food dining.