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Yoshinoya (吉野 家?, TYO: 9861) is the largest network of gyudon (beef bowl) franchise restaurants in Japan. Yoshinoya's slogan is "Delicious, cheap, fast" (う ま い 、 や す い 、 は や い umai, yasui, hayai?) Which reflects the importance of customers, personal service, and quality. The popular name for Yoshinoya is yoshigyū (吉 牛), an abbreviation for Yoshinoya no gyūdon (吉野 家 の 牛 丼, Yoshinoya's gyūdon).