Pieces of sushi are small so perhaps there's no better food to binge on.
Perhaps that was on the mind of Kappa Create Co., operator of the Kappa-Sushi restaurant chain, as it announced Oct. 26 that it will start an all-you-can-eat campaign from 2 p.m. to 5 p.m. during its slow hours.
The price is 1,580 yen ($14) for men and 1,380 yen for women, excluding tax, and the campaign runs from Nov. 1 to Nov. 22, but not on weekends.
After making a reservation on its website, about 80 items on the menu, and not just sushi, can be consumed in limitless quantities for one stomach-ballooning hour.
Customers can only choose sushi that sells at 100 yen per plate, which contains two pieces. Side dishes such as "udon" or ramen are also available during the hour, which usually cost 300 yen.
The all-you-can-eat deal went on trial from June at a limited number of the conveyor-belt branches for a short period. Lines formed outside some shops.
In 2016, Kappa attempted a rebrand and even changed its logo to emphasize taste and quality. But it failed to make a big difference, and the number of customers continued to hover at a low level.
Kappa Create declared net losses of 5.8 billion yen in the business year ending March 2017.