The renewed ban on U.S. beef imports hit Yoshinoya D&C Co. on Monday, with Yoshinoya shares going limit down to 173,000 yen before ending at 189,000 yen, a 2,400 yen drop from Friday.
Other "gyudon" (beef-on-rice bowl) restaurant providers, meanwhile, suffered hits as well, but not to the extent of Yoshinoya.
Yoshinoya's share price drop highlights the down side to owning a strong and popular brand.