Zetteria Kicks Off the Limited-Time Beni Haruka Sweet Potato Fair on September 9
Zetteria, the burger chain operated by Burger One Co., Ltd. (President: Taishi Kimura; headquarters: Minato-ku, Tokyo), a company within the Zensho Holdings group, will hold its limited-time Beni Haruka Sweet Potato Fair starting Wednesday, September 9, 2026. The lineup features five items built around Beni Haruka, a popular sweet potato variety prized for its rich sweetness and dense, creamy texture. From shakes you can sip like a drink to substantial baked treats, the range lets guests choose according to their mood and occasion.
What Makes Beni Haruka Special
Beni Haruka is a sweet potato variety that develops an almost honey-like, melting sweetness when heated, making it a favorite for roasted sweet potatoes and sweet potato confections. For this fair, Zetteria uses the ingredient in three different forms — syrup, sauce, and sweet potato paste — tailoring the depth of sweetness and aroma to each product. The result is that the same ingredient shows a completely different face depending on whether you drink it, bite into it, or dip with it.
The Full Five-Item Lineup and Prices
Whipped Beni Haruka Shake / 420 yen
A dessert shake made with Beni Haruka syrup, topped with Beni Haruka sauce, smooth melt-in-the-mouth whipped cream, and fragrant, slightly bitter caramel chips. The mellow shake, richly sweet sweet potato sauce, and airy cream layer together for an indulgent, dessert-like experience. This is the flagship item of the fair.
Rich & Sweet Beni Haruka Shake / 380 yen
A Beni Haruka syrup shake combined with Beni Haruka sauce and caramel chips. The deep flavor of the sweet potato and the toasty note of caramel provide a satisfying accent. With no whipped cream, this simpler build is ideal for those who want the sweet potato flavor front and center.
Beni Haruka Shake / S size 250 yen, M size 340 yen
A straightforward Beni Haruka-flavored shake that lets the autumnal sweet potato taste speak for itself. The small size makes it easy to add as a light after-meal dessert.
Beni Haruka Sweet Potato Pie / 260 yen
Sweet potato paste made with Beni Haruka and a cultured butter-flavored filling wrapped in flaky pie pastry. It tastes much like a classic sweet potato confection sealed inside a pie, with the rich butter aroma pairing beautifully with the potato’s sweetness.
Dip Churro Beni Haruka / 290 yen
A playful item where you dip a churro — crisp outside, chewy inside — into whipped cream drizzled with Beni Haruka sauce. It delivers both the fun of the dip style and the concentrated sweetness of the sweet potato, and works well for sharing.
Sales Period, Stores, and Notes
- Period: From Wednesday, September 9, 2026, through mid-October (while supplies last)
- Stores: 269 locations, excluding some outlets (as of September 2, 2026)
- Prices: All prices include tax
- The Whipped Beni Haruka Shake, Rich & Sweet Beni Haruka Shake, and Beni Haruka Shake may be unavailable due to equipment adjustments
- Those three shakes are not offered for delivery
Final Thoughts
Although Zetteria is a burger chain, its desserts carry real presence. With prices ranging from 250 to 420 yen, the Beni Haruka Sweet Potato Fair is easy to add to a burger combo or to enjoy on its own as a snack. If you want to savor the best of autumn sweet potato flavor, visit early before the items sell out.