Anyone who’s been following Chubby Group, a restaurant collection that operates Michelin-recognized steakhouse Niku X in Downtown LA, the X Pot, Wagyu House, Mikiya Shabu House, and Chubby Cattle yakiniku, might be wondering where all the richly marbled beef is coming from. The group offers bargain prices for the luxurious ingredient sourced from primarily from Japan, but also Australia and the United States, served it as yakiniku, hot pot, shabu-shabu, and even curry.
Co-founder David Zhao tells Eater that the company sources wagyu in such large quantities that it can command better pricing. Founded in Las Vegas in 2014 by Harby Yang and Zhao, Chubby Cattle features dramatically lit dining rooms resembling Asian cooking competition stages. Projected light shows and backlit shoji offer visual interest in case the sizzling meat isn’t enough entertainment. The latest flagship of their namesake Japanese barbecue opened on May 1 in the ever-crowded Asian restaurant scene of Rowland Heights.
Yang and Zhao are pretty amped about their unique business model, raising some questions about how sustainable the whole operation is. A big part of the business is a $28 annual membership that offers customers a discount off each tier of all-you-can-eat Japanese barbecue, almost like a Costco of Wagyu. They even have an NFT program (remember those?) that gives its holders access to events, discounts, and even “free food for life.” Membership is available to everyone, but the NFTs are by nature limited, and at least one tier is sold out.
The membership enhances Chubby Cattle’s value proposition, with entire all-you-can-eat meals priced like the equivalent of a single serving of wagyu at a traditional Japanese shabu-shabu or yakiniku. Lunch or dinner at Chubby Cattle in Rowland Heights starts at the silver tier of $55 a person ($49.99 with membership) and up to $85 at the diamond tier for a wide selection of the highest-grade A5 wagyu beef (just $75 for members).
These quirks haven’t stopped Chubby Group from gaining popularity across its various restaurants. The group already runs Niku X, Mikiya Shabu House, Chubby Curry, and the very pricey, a la carte shabu-shabu Wagyu House by X Pot in Rowland Heights. Chubby Cattle has now expanded across Southern California with outlets in Rosemead and Monterey Park, plus restaurants Denver and Philadelphia. More markets are still to come, including Houston, Honolulu, Chicago, Boston, Atlanta, New York City, and Seattle. Locally, Chubby Cattle has new restaurants slated for Santa Monica, Cerritos, and Little Tokyo, while Mikiya Shabu House has plotted outlets in Koreatown and Irvine.
For normal diners, the tiers, offerings, menu options, and perks can seem as dizzying and as complex as redeeming credit card points for travel awards, but the system isn’t really meant to be confusing. Just show up or make a reservation with membership, or walk in like most diners, and dig into any one of dozens of meat cuts and varieties on the menu. Examples include wagyu short plate, pork belly, A5 top blade, T-bone steak, A5 Miyazaki short rib, and the list keeps going.
Otherwise, eating at Chubby Cattle is like any all-can-eat Japanese or Korean barbecue situation, with sides like kimchi, corn cheese, steamed eggs, and pickled radish served with a dozen other small dishes meant to accompany the meats. Those dining on the mid-level gold and high-end diamond tiers can also have their choice of dessert, milk tea, coffee, juice, and non-alcoholic other beverages. Sake, beer, and other alcoholic beverages are extra.
Some rules also apply when dining at Chubby Cattle. There’s a strict 90-minute time limit per table, and those who go over pay an extra 20 percent penalty. The minimum party size is two, which means solo diners should find a buddy. There’s a limit of six orders of meat per round, and leftovers are charged extra. There’s always the fine print somewhere.
Chubby Cattle is open from Monday to Friday, 12 p.m. to 3 p.m., and then 5 p.m. to 10 p.m., and 12 p.m. to 11 p.m. on Saturday and Sunday at 1388 Fullerton Road, Rowland Heights, CA, 91748.
Read more here >> https://la.eater.com/2024/5/2/24147612/chubby-cattle-japanese-wagyu-barbecue-yakiniku-rowland-heights