Redefining Seafood Donburi: The Star is No Longer Tuna, But Shellfish. A New Local Specialty Born in Kawasaki.

When it comes to seafood donburi, tuna and salmon usually take center stage. Shellfish are typically just点缀—placed sparingly between the main ingredients.

But now, a donburi that defies this norm has appeared near Kawasaki Station. THE Fisherman DON Kawasaki Dais Store, operated by Sunrise Service Co., Ltd. (headquartered in Takatsu-ku, Kawasaki, Kanagawa), has launched a new series of three bowls that put clams, small scallop adductor muscles (kobashira), and scallops in the spotlight. Some bowls intentionally exclude tuna and salmon altogether.

Priced at three tiers—500 yen, 700 yen, and 1,000 yen—these new items have already accounted for approximately 13% of total donburi sales just days after launch.

Why Shellfish Were Never the Main Attraction

Shellfish are difficult to handle. Clams can contain sand, kobashira require careful sorting, and large scallops are expensive.

As a result, most restaurants use shellfish only as a colorful accent. To make them the star of a bowl, large quantities are needed—but increasing volume quickly drives up prices.

There has long been demand for “a bowl where you can eat plenty of shellfish.” The reason few restaurants responded wasn’t due to taste, but price.

Procurement Power Elevates Shellfish to the Spotlight

Sunrise Service, which operates THE Fisherman DON, also runs “Tsukiji Kaibin,” a delivery sushi service with over 50 locations across the Kanto region. The company’s massive daily seafood volume enables large-scale procurement relationships.

This purchasing power extends to shellfish. Especially for clams, the company has secured special wholesale pricing, allowing it to source quantities that other restaurants could only use as side ingredients—at a cost-effective rate suitable for main components.

Amid rising seafood prices, the ability to offer shellfish-centric bowls starting at just 500 yen is made possible by this procurement structure.

Three Options: 500, 700, and 1,000 Yen—Choose Your Shellfish Volume

The new series features a tiered structure, gradually increasing the amount and variety of shellfish. Customers can start with the 500-yen option to taste the concept, then upgrade if they enjoy it.

Hajime no Kaizuke DON (500 yen)

A gateway bowl featuring marinated clams and kobashira. This is a chance to appreciate the pure flavor of shellfish.

Kai yori Hajime DON (700 yen)

Adds a center portion of negitoro (tuna and green onion mix) to clams and kobashira. A bowl that lets you enjoy shellfish and negitoro together.

Kai to Hokkai DON (1,000 yen)

60g of clams and kobashira alone. Plus two scallops, each over 20g. That’s about 100g of shellfish.

Additionally, two large red shrimp (each about 40g, body length over 15cm) are included. Total seafood weight reaches approximately 180g—all for 1,000 yen. Few seafood bowls offer this volume at this price.

THE Fisherman DON operates as a standing counter, serving bowls in as little as 30 seconds. From order to finish, the entire experience fits neatly within a lunch break.

Developer Comment (Ishihara, Manager of THE Fisherman DON)

“To be honest, it started with procurement. We started getting high-quality shellfish at great prices. So we thought: why not make them the main attraction instead of a side?

There’s no rule saying tuna must be the star of seafood donburi. The umami of clams and the sweetness of kobashira can only be truly appreciated when eaten in quantity. A small portion just doesn’t convey it. So we had to pile them on.

The 1,000-yen bowl alone has 60g of clams and kobashira. Add scallops and red shrimp, and total seafood reaches 180g. Honestly, the cost is razor-thin. But without this volume, we couldn’t claim shellfish as the star.

We included the 500-yen option so people can try it first. Whether you love shellfish or are unsure, we want everyone to experience this volume. If they like it, they can move up to the 1,000-yen bowl. It’s only been a short time, but combined sales of the three items have already exceeded 10% of total donburi sales. Especially the 500-yen Kaizuke DON—it’s selling more each day.”

Future Plans

While selling at the Kawasaki Dais store, the team will gather customer feedback and continue refining the menu. If the response continues, they plan to consider seasonal versions with different shellfish.

They are testing whether redefining the star of seafood donburi can succeed—right at a counter near Kawasaki Station.

Store Overview

Store Name: THE Fisherman DON Kawasaki Dais Store

Location: 1F Kawasaki Dais Building, Ekimae Honmachi 8, Kawasaki-ku, Kawasaki-shi, Kanagawa (2-minute walk from Keikyu Kawasaki Station)

Hours: 11:00–21:30

Type: Seafood donburi specialty store (standing counter)

Operator: Sunrise Service Co., Ltd.

Company Overview

Company Name: Sunrise Service Co., Ltd.

Headquarters: Takatsu-ku, Kawasaki-shi, Kanagawa

Business: Operation of restaurants (seafood donburi “THE Fisherman DON,” delivery sushi “Tsukiji Kaibin,” etc.)

Phone: 044-455-4871