Yoshinoya (吉野家) is a Japanese multinational fast food chain, and the second-largest chain of gyūdon (beef bowl) restaurants. The chain was established in Japan in 1899. Its motto is "Tasty, low-priced, and quick".

The kanji 吉 (yoshi) means "luck" in Japanese, the kanji 野 (no) means "field", and the kanji 家 (ya) means "house".

The founder of the company, Eikichi Matsuda (松田栄吉), was from the former town of Yoshino (吉野町) in Osaka Prefecture, and a belief predominates that Yoshino is the origin of the name.

In Japan, the nickname of the restaurant is yoshigyū (吉牛), which is an abbreviation of Yoshinoya no gyūdon (吉野家の牛丼, Yoshinoya's gyūdon).

The logo of Yoshinoya depicts bull horns, and was created by Yoshinoya's founder Eikichi Matsuda. The stylized bull horns were derived from the shape of the initial letter in Yoshinoya's English name, "Y". The rope surrounding the horns references Japanese sumo-wrestling, where the word "Yokozuna" is equivalent to "winner," representing the quality of the food served in Yoshinoya. The surrounding rope is made up of 27 rice grains. The logo as a whole is meant to suggest that Yoshinoya sells the "best beef bowls".

Yoshinoya first opened in 1899 at the Nihonbashi fish market in Tokyo. When the market was devastated by the Great Kantō earthquake, Yoshinoya moved to the new Tsukiji fish market in Tokyo in 1926.

The chain opened its first 24-hour store in 1952.^{[citation needed]}

On December 27, 1958, the chain's business model was changed from self-employed restaurants to a stock company, as an attempt to gain more profit.^{[citation needed]}