The rise in popularity of the 500 yen lunchset is leaving some restaurant owners with little to no profit yet they don't seem to mind. This trend is especially noteworthy in Tokyo and other major cities, where competition among restaurants is fierce. Fueled by a cost-conscious population seeking a good deal for their lunch, it promotes cost-effective dining, pushing businesses to prioritize volume over individual sale profit.

In Japan, the 500 yen lunch special is regarded as extremely good value, and it has become a strong selling point for restaurants trying to attract customers. Exceedingly high living costs coupled with a strong culture of frugality contribute to this trend. The social value of working hard and making the best with what you have might also be driving the acceptance among restaurant owners.

In contrast, in the US or EU, restaurant profit margins are important and there is a stronger emphasis on profitability per sale. Restaurants might, therefore, be less inclined to offer such low-cost meals because they might not be able to cover their overheads.