Founded in 1994, Pepper Lunch has expanded to over 500 outlets globally. The year 2025 marks a milestone, 31 years since the original Pepper Rice debuted in Japan.

The restaurant’s signature dish, Beef Pepper Rice, features tender U.S. beef, sweet corn, spring onions, and a bold dash of black pepper, all sizzling to perfection on a patented iron plate that heats up to 260°C in just 70 seconds.

What sets Pepper Lunch apart is its proprietary margarine and sauces, developed in Japan, along with patented induction cooking technology that ensures fast, even heating. The teppan (iron plate) also retains heat at 80°C for over 20 minutes, keeping the food hot and flavorful throughout the meal.

Besides rice, the restaurant also serves dishes such as spaghetti, salmon, curry… Photo courtesy of Pepper Lunch

To celebrate its 31st anniversary, Pepper Lunch is hosting World Pepper Rice Day for the first time, featuring a limited-time promotion on its beloved Beef Pepper Rice. In VietNam customers who purchase two Beef Pepper Rice dishes will receive a 50% discount on the total price of the two meals.

The promotion is available at select Pepper Lunch locations in Vietnam and is valid only on World Pepper Rice Day. Please note that the offer applies exclusively to the Beef Pepper Rice dish and does not include other menu items.

Additionally, Pepper Lunch is aiming to set a Guinness World Record as part of the celebration. Customers can join the record-breaking challenge by posting a photo of any pepper rice dish on Facebook between 5 p.m. and 6 p.m. on July 3. Be sure to include the hashtag #WorldPepperRiceDay and set your post to public. By participating, you will help create the largest online photo album of pepper rice ever compiled.