Toge no Kamameshi' (the kamameshi (rice boiled with various ingredients in a small pot) served at a mountain pass), which is sold at East Japan Railway Company (JR East), Shin'etsu (Main) Line, Yokokawa Station in Gunma Prefecture, typifies the new strategy of shifting the sales focus to roadside restaurants and rest areas.
ドライブイン・サービスエリアでの販売に重点を移したものの代表例として東日本旅客鉄道信越本線横川駅(群馬県)の「峠の釜めし」がある。