Kaiten-zushi

 Kappa sushi contro Akindo Sushiro: la guerra dei prezzi, abbattuta la soglia dei 100 Yen a pezzo. Sushiro risponde puntando sulla qualità
source: Kaiten-zushi chains gird for battle | Yen for Living
From: Japan Times

In a bid to win back the top spot, Kappa broke the magic ¥100 barrier by offering all plates except for desserts, soups and o-tsumami (side dishes, like edamame — boiled soy beans — and fried chicken) for ¥90 all-day Mondays through Fridays, and advertised the deal with a series of charmingly cheap-looking TV commercials. However, Sushiro’s ascension was a more carefully calculated success and one that may be difficult to top by price-slashing. Sushiro’s president, Kenichi Toyozaki, is a real sushi chef. He even does the demonstrations himself in the training videos for the chain’s sushi chefs. Even more than a master of fish, he’s a master of public relations. Whenever there’s a fisheries-related issue in the news, such as the shortage of blue fin tuna, he welcomes questions from reporters who want to find out how such an issue will affect Japanese eating habits. Regardless of how self-serving his answers may be, the resulting publicity has lifted Sushiro’s reputation above that of the competition. It is thought of as a company that values the “goodness of the materials” (sozai no yosa).