$10.95 Late Night All You Can Eat Sushi at Tomokazu

Note: Tomokazu has raised it’s the late night special to $12.95.

Apparently the concept of eating unlimited sushi until the buttons on your jeans burst is great marketing (at least in Vancouver).

Tomokau - One of the better AYCE restaurants in Vancouver

There are over 20 AYCE

japanese restaurants in metro Vancouver on Urbanspoon. It seems the concept of ordering 20+ dishes for a set price is very popular in Vancouver. I, myself have eaten AYCE sushi many, many, many, many times in the past. Maybe 15-20 times in my lifetime? (How many times have you eaten AYCE sushi? Leave a comment!)

In my opinion, there are so many ways that AYCE sushi communicates value in comparison to other restaurants offering a set price for unlimited food (E.g. Uncle Willy’s, Hotel Vancouver, Indian buffets). According to urbanspoon, 6 out of the top 10 buffet restaurants in Vancouver are AYCE Japanese restaurants (http://www.urbanspoon.com/f/14/46048/Vancouver/Buffet-Restaurants?page=1&sort=0). Not one of those restaurants are fancy hotel buffets (e.g. Griffins)

either. Surprising huh?

From my 19+ years experience of dining out at AYCE Japanese restaurants, there are a few things that I see about AYCE sushi that helps it market itself well.

  • Able to target different consumer tastes/segments: AYCE offers of sushi, sashimi, noodles, salad, cooked meats, cooked fish, rice, BBQ items, soup etc. Even if you don’t like raw food, there’s still a lot of choices
  • Better customer service: AYCE isn’t slapped on your plate like a cafeteria, or is sitting overcooked in a warmer for 4+ hours (ahem, Uncle Willy’s). It’s mostly made-to-order and served by servers who actually take your order like a real restaurant.
  • Pricing is more afforable: AYCE lunches usually cost around $10-$13 for lunch. The Sunday brunch buffet at the Pan Pacific hotel costs $50.
  • Suits demographics: There is a high Asian population in Vancouver, and most Asians, when they’re dining out, tend to stick to Asian restaurants. At AYCE Japanese restaurants, there’s Asians everywhere eating . (at least in my experience).

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