Reservation Numbers Up 1.3x This Spring! Highly Anticipated 'Half Buffet' Now Available at More Hotels

STARTS PUBLISHING CO., LTD. (Head Office: Chuo-ku, Tokyo; President and CEO: Futoshi Sekine) announced that "OZmall" (5 million members), operated by the company, has seen a roughly 1.3-fold increase in reservations for "Half Buffets (Semi-Buffets)" primarily at hotel restaurants over the past three months, from February to May of this year. This increase is thought to be driven by a rise in "value-conscious consumption" due to rising prices and the diversification of dining-out needs. Notably, reservations by women aged 40-50 account for half of the total (※1), indicating its popularity among generations who "can't eat as much as they used to" and want to "enjoy a variety of high-quality dishes in small portions." (※1) Based on reservation numbers from March 2026 to April 23, 2026.

Click here for a feature on "Half Buffets" https://www.ozmall.co.jp/restaurant/buffet/halfbuffet/

【 What is a "Half Buffet"? 】

A dining style where a portion of the meal is enjoyed buffet-style. Restaurants typically offer only the main dish as an order-based item, with appetizers and desserts served buffet-style, or they offer a course meal with only desserts served buffet-style.

Two Reasons Why "Half Buffets" Are Gaining Support

1 Rise of "Value-Conscious Consumption" - From Cost Performance to "Time Performance & Satisfaction" –

A dining style that fits the modern consumer's mindset of "not wanting to make a mistake with their limited budget" and "maximizing satisfaction"!

2 Extreme Diversification of Dining-Out Needs - Overcoming the Barriers of "Generational Gaps" and "Stomach Capacity" –

● "I want to choose what I like freely, but I don't want to keep getting up and waiting in line."

● "I want to enjoy conversation and the atmosphere at a relaxed pace."

● "I want to eat at my own pace."

And so on, with priorities varying from person to person.

The value sought from dining out has diversified since the COVID-19 pandemic.

It's also appealing for its versatility, allowing everyone to be satisfied regardless of differences in appetite or preferences of dining companions.

Reservation Numbers Increased 1.3x in the Last 3 Months!

Comparing February 2026 to May 2026, reservation numbers increased 1.3x! Half buffets are being launched one after another at hotels starting this spring.

Especially Gaining Support from Adult Women Aged 40-50! Responding to Changing Needs by Generation

Actual User Feedback

The "Half Buffet" is widely supported for its ability to adapt to changing values regarding dining out and for its versatility in accommodating differences in appetite and preferences of dining companions.

● My husband loves buffets, but I can't eat as much as I used to, so I haven't been going as often... A half buffet seems like a good compromise.

● I've come to feel that a half buffet is just right for my stomach.

● For me, who wants to enjoy the buffet and also have a leisurely chat, the half buffet is very appealing!!

● I was thinking, "This is exactly what I wanted!!" It feels more like a restaurant than a full buffet, which is nice!

"Half Buffets" are Being Introduced One After Another at Hotels in and Around the Tokyo Metropolitan Area!

<Starting in March>

Tokyo Ocean View Dining MANHATTAN / Hotel InterContinental Tokyo Bay <Takeshiba>

Click here for store details

https://www.ozmall.co.jp/restaurant/306/

DRIFTWOOD BAR & GRILL / Fairmont Tokyo <Hamamatsucho>

Click here for store details

https://www.ozmall.co.jp/restaurant/10567/

Le Pristine Cafe Tokyo / Toranomon Hills Hotel <Toranomon Hills>

https://www.ozmall.co.jp/restaurant/9704/

RISTORANTE & BAR E'VOLTA / Mitsui Garden Hotel Jingu Gaien no Mori Premier <National Stadium>

Click here for store details

https://www.ozmall.co.jp/restaurant/6797/

<Starting in April>

Chef’s Theatre / MESM Tokyo, Autograph Collection <Takeshiba>

Click here for store details

https://www.ozmall.co.jp/restaurant/7355/

<Starting in May>

THE OAK DOOR / Grand Hyatt Tokyo <Roppongi>

Click here for store details

https://www.ozmall.co.jp/restaurant/191/

※ Information is current as of June 2026.

<About OZmall> Started in 1996 as the web version of the women's lifestyle magazine "OZmagazine." Celebrating its 30th anniversary this year, it is an outing media that delivers "Only trusted, heart-pounding moments." It features special articles utilizing unique editorial power and a premium reservation service where users can make advantageous reservations for plans at restaurants, hotels, hair salons, and more. It views users as "friends" and is supported by 5 million members.

【Inquiries for Media Coverage & Contact】 STARTS PUBLISHING CO., LTD. Public Relations: Shirato TEL: 03-6202-0311 Mail: contact-stp@starts-pub.jp

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