Nagasaki's "Sasebo Burger" and Hokkaido's "Betsukai Jumbo Scallop Burger" are well known as local hamburgers, but in Okinawa, the hometown of the author, there are "Goya Burger" and "Nuyaru Burger" using "Goya" (bitter melon). This time, I went to "JEF," an Okinawan fast food chain that offers these burgers, and actually tried them.

Okinawan fast food chain "JEF

Drive along Prefectural Road No. 231 Naha Airport Route from Naha City to Tomigusuku City in Okinawa Prefecture for about 15 minutes, and after passing through a residential area, you will see a large sign like this on your right.


Yes, this is the Okinawa-born fast food chain "JEF" (Toyomigusuku branch). As you can see from the sign, "Goya Burger" and "Nuyaru Burger" are representative of JEF's burgers. They are available at four stores in the prefecture.

The Tomigusuku branch features a spacious entrance leading to the parking lot. The storefront has a somewhat American atmosphere.


Let's go inside the store right away!


The interior of the restaurant is spacious and roomy. On a fine day, you can see the fields of Tomigusuku and the blue sky through the windows. And for some reason, there are many monitors in the center. These monitors are not currently in use, but they used to play music videos and other programs, and they are said to be the legacy of that.

Bitter melon burger

Nuyu Burger

Special Bitter Melon Burger

Currently, JEF offers a total of three types of hamburgers using bitter melon. We ordered the "Goya Burger" (300 yen), the "Nuyaru Burger" (350 yen), and the newly released "Special Goya Burger" (550 yen). What is the difference?


I opened the package. From the top, the size is not so different.


From the side. The thickness is quite different. The approximate thickness of the "Goya Burger" is 4.5 cm, the "Nuyu Burger" is 5 cm, and the "Special Goya Burger" is 5.5 cm.

Comparison of the three Bitter Melon Burger brothers

Healthy "Bitter Melon Burger" without meat

This is Jeff's most standard burger using bitter melon. There is something yellow peeking out, what do you think it is? Let's check inside!


The yellow ingredient is a fried egg with bitter melon. Toppings are mayonnaise and cheese. The omelet is fluffy when eaten. The bitter melon is sliced thinly, so the bitterness is not so noticeable. Since there is no meat in it, I was able to eat it easily.

The "Nu-Yuru Burger" has an even more Okinawan flavor.

The "Nuyaru burger" is an Okinawan dialect word originally used to admonish people, "What the hell! is an Okinawan dialect word used to admonish people. When the "Goya Burger" was launched, the catchphrase in the TV commercial was "Nu-Yaru-Baga! (What the hell! This burger!) Bitter melon burger!" The idea and the taste of the burger became so popular that it was introduced as the "Nu-Yaru Burger" in 1995, the year after the goya burger went on sale.

The "Goya Burger" contains grilled pork luncheon meat. The pork, egg, and bitter melon are all present, making it almost like a bitter melon stir-fry. The mayonnaise and cheese are well mixed with the mayonnaise and cheese, and the top and bottom buns with sesame seeds are a nice combination.

The "Special Bitter Melon Burger" is a burger with a lot of volume and power.

A special version of the "Goya Burger" with a 135g (4.76oz) beef patty. The visual impact is enormous. Ketchup is added as a topping. The burger is juicy and hearty, overflowing with juices. The meat, vegetables, eggs, and cheese provide a good balance to the meal.


The three Goya Burger brothers are quite unique. If you see Jeff's in Okinawa, it is worth trying.

Jeff's is also a great place to take a short break during a drive.

Three of the four JEF stores on Okinawa's main island are "drive-in" style. You can eat and drink inside the restaurant or enjoy your meal without leaving your car.

What is a "drive-in"?
Drive-ins became popular in the U.S. in the 1950s with the development of motorization. In the U.S., there are drive-in theaters where you can watch movies without getting in your car, fast food restaurants where you can order and eat, and Ferris wheels where you can ride in your car.

In Japan, a drive-in restaurant is a rest area or commercial facility with a parking lot located on the side of a busy road, or a restaurant with a parking lot, especially along a major road. - (See: Wikipedia)

In other words, in the U.S., it seems to be a facility where people can enjoy entertainment and meals while still in their cars, while in Japan, it is a commercial establishment or restaurant with parking along a major road. In Jeff's case, it is a drive-in where you can order and eat without getting in your car, just like a drive-in in the United States. Incidentally, in Okinawa Prefecture, you can enjoy the same kind of drive-in service at fast food restaurants such as "A&W".

To order, use the special intercom installed in each parking space. Press the button, and a waiter will answer. They will listen to your order and bring your items to your car. You can also pay your bill at that time.



After receiving your product, you can eat it on the spot or take it home. In the car, you can enjoy your meal with your family or as a couple while watching TV or listening to the radio or music. It is also common to see cab drivers using this service.

There is also terrace seating inside the "Jeff" threshold. Perfect on a sunny day. It looks like a good place to take a break during a drive.