Many ramen places in Japan are struggling to stay afloat. However, one restaurant is apparently making a killing with its latest ramen offering – and it’s breaking the so-called “1,000 yen wall” at the same time.
Denny’s Japan: No Moons Over My Hammy here
One of Japan’s most beloved restaurant offerings is the so-called “family restaurant” (ファミレス; fami-resu). Offering a mix of Japanese-style Western (yoshoku) cuisine and traditional Japanese fare, they feel like a traditional American diner in both their layouts and diverse menus.
First-time visitors from the United States might be shocked when they arrive in Japan and find that one of the offerings on display is Denny’s. Run by 7 & i Food Systems (a subsidiary of 7 & I Holdings, which runs 7-11), there are around 317 of the restaurant here, making it the sixth largest family restaurant chain.
Don’t expect going in, however, hoping to order a Moons Over My Hammy or similar large plate that requires you leave either with a doggy bag or in a body bag. Everything is standard fami-resu fare, with portions scaled down to fit the Japanese sense of moderation.
Ramen becomes even more fast-food
However, one special menu item’s catching a lot of attention. The chain just reintroduced its Iida Shoten Miso Ramen. Iida Shoten is a popular ramen shop based in Kanagawa Prefecture’s Ashigarashimo-gun. Available by Internet reservation only, the joint ranks as one of Japan’s best 100 ramen shops on food rating site Tabelog.
Thanks to its collaboration with Denny’s, you can experience the dish without waiting for your turn to get a seat at the main store. The chain had previously offered Iida Shoten miso ramen in 2024 – and it was such a huge hit it decided to bring it back.
According to ITMedia Online, the dish is distinguished by its broth, which is made with five different types of miso. Denny’s officials say they also worked closely with Iida’s owner, Iida Shota, to learn and communicate some of the store’s techniques around how to prepare the dish appropriately. It’s part of an overall effort by the chain to collaborate more closely with local, traditional food makers.
Iida breaks the 1,000 yen wall
What’s really drawing attention, however, is the dish’s price. Most ramen shops in Japan keep their bowl prices below 1,000 yen (USD $6.69). Denny’s, however, knows when it has a good thing on its hands. The ramen by itself is selling for 1,419 yen ($9.50) after tax. You can also order an absolutely huge set meal of ramen, karaage, and rice for just 1,830 yen (13.47).
The price is significant because, despite more ramen shops going bankrupt, many refuse to go above that so-called “1,000 wall.” The fear is that raising prices too much will drive away customers and ultimately prove self-defeating. Between keeping costs insanely low and a lack of successors to take over their stores, Japan’s traditional ramen shops are closing faster than ever.
However, some shops are breaking the 1,000 yen wall – and experiencing success. I’ve written before about Ramen Break Beats, which – like IIda – has a reservation-only system and sells its bowls for around 2,000 yen.
(By the way, you can try and get a reservation here. You’ll have to be fast and book as soon as reservations for the next period open up. As with Ramen Break Beats, they go quick.)
Iida itself has – successfully, it would seem – broken that wall, too. The shoyu ramen at their store sells for 1,800 yen with tax. You can get a wonton ramen with char siu for a whopping 2,700 yen ($18).
It’s nice to see a major chain doing this, to be honest. I mean, for crying out loud – if Denny’s can sell ramen for over 1,000 yen, most sole proprietor ramen shops should be able to as well! Hopefully, this convinces more stores to raise their prices to survive these hard economic times.
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