FLAVOUR PROFILE
Let’s look at some UK market statistics for sushi. A major aspect of Greencore’s first quarter group sales increase of 7.5% was large volume growth for the Asian dish – up a remarkable 15.3% year on year. Additionally, there has been a huge number of Japanese and sushi restaurants opening up, with growth of over 524%. These are figures that cannot be ignored.
The Sushi Co is one such success story, serving up a box-fresh, made to order product with the highest quality ingredients. With 20 locations and rolling takeaway, delivery and dine-in, this is a fast-paced operation that knows its ebi from its aburi.
“Sushi is certainly trending,” said head of operations at The Sushi Co, Haran Thushiharan. “The popularity of pan-Asian food has grown significantly in recent times. In the UK, the Japanese and sushi restaurant industry is now generating over £1.3 billion annually. But we are seeing a shift from expensive restaurants right into the mainstream, with many supermarkets and FTG outlets now offering sushi alongside sandwich-type meal deals. This means customers are familiar with the wonderful range of flavours and are eager for more.”
Quite surprisingly, Thushiharan highlights Netflix as a factor in the takeaway market.
“And gone are the days when pizza or Chinese were the only choice. Consumers are always keen to try new cuisine, and options now range from Vietnamese to Korean to Japanese, plus many more. People also tend to travel abroad more, so understand and embrace the sheer variety of food that different cultures can offer. They want to enjoy their favourite dishes right on their doorstep.
“Sushi is also tapping into that desire for the healthier fast-food option, combined with convenience and freshness.
“Finally, suppliers are able to fulfil market demand more easily in recent years, due to the increased availability of ingredients. For example, we now locally buy the nori seaweed paper used to wrap our sushi. Our fresh salmon is sustainably sourced in Scotland, and rice can be purchased easily from multiple countries.”
FUTURE GOALS
Sushi is of course ideal for FTG as it’s convenient for lunch, can be purchased a few hours ahead of time and doesn’t require reheating. It’s also lighter than pizza or burgers, appealing as a midday meal. And vegetarian/vegan options make it an inclusive choice for everyone to enjoy.
In terms of trends, limited time offers (LTOs) mean suppliers can experiment with new menu choices. “Summer offers lots of opportunities to introduce new flavours,” continued Thushiharan. “For example, we are currently trialling a superb dish with mango. The freedom to play with innovative choices like this is exciting.
“Our data shows that young females aged between 18-40 are the biggest consumer segment for sushi sales – and we have been able to tap into this demand.
“The move towards increased sustainability is also a welcome development. We are proud of our sustainable packaging; our salmon is sustainably farmed in the UK and tuna is line caught rather than net caught.”
The Sushi Co sees a lot of white space in the market, with plans to have 30 stores open by the end of 2025. Currently, two are being built, with a further four going through legals.
“By 2027, our goal is to open 50 sites in the UK. While we are focused nationally, if the right operator approached us with a good proposition, we would not rule out international expansion.”
An exciting growth area is around forecourts and in-store supermarkets. “In the past, I have worked closely with service stations and various leisure venues and we have been having some initial, positive conversations. Our offering would require a little adaptation, so it’s early days.
But in terms of standing out in such a competitive arena, The Susi Co certainly has an edge.
“Our live sushi kitchens make everything fresh to order, whether customers dine-in, takeaway or enjoy a delivery with friends and family. Our sushi is delicious and incredibly popular, which means we are recruiting for new franchisees to fulfil demand.
“Unlike other brands, the team behind The Sushi Co has a huge amount of experience in the QSR sector. We have all worked as franchisees or managers, so really understand the needs of the franchise model and the support required to be a success.
“We have spent several years refining our offering to ensure that franchisees have everything in place, backed by the right training to give them every chance to run a highly profitable operation. The sushi market is growing, and we are welcoming more new franchisees to invest in our tried-and-tested business model,” concluded Thushiharan.
