Yoshinoya Holdings Co. is hoping that its customers don't bury their heads in the sand but give a new exotic meat offering on the menu a try.

The operator of the popular “gyudon” beef bowl chain announced on Aug. 28 that it has begun offering an ostrich rice bowl.

Ostrich is known for its high-protein, low-fat and low-calorie meat.

Yoshinoya is positioning ostrich as its fourth meat offering, following beef, pork and chicken.

The company said this is also part of its effort to diversify ingredients and continue offering healthy and satisfying meals.

As a first step, the bowl with thigh and fillet ostrich meat prepared in a roast beef style on rice is being sold at around 400 of Yoshinoya’s cafe-style stores, called “Cooking and Comfort,” across the country.

The dish is priced at 1,683 yen ($11.60) including tax.