Sushiro, one of Japan's leading conveyor-belt sushi chains, will open its first store in New York since its return to the market in October. The company is examining the business opportunities and growth drivers behind its expansion centered around the Times Square area.
Sushiro, Japan's largest conveyor-belt sushi chain, has announced plans to open a store in New York as part of its renewed challenge in the US market. The move marks its return to the market for the first time in 10 years, as the company seeks to accelerate its overseas expansion while assessing the opportunities in the local market.
The store will be located in the Times Square area of New York. The first location is planned as a large 3-floor restaurant with approximately 170 seats. The company is also considering the possibility of expanding into standard-sized stores serving suburban areas and regional cities.
The expansion is being led by F&LC, which has set targets of overseas sales accounting for 35% of total sales and 310–320 overseas stores, making its renewed challenge in the US market a major strategic move. The company previously withdrew after opening a location in Manhattan in 2015.
Against the backdrop of sushi becoming established in the US market, the New York store is considering prices starting at $5 per plate. Its strategy is to capture everyday demand for sushi by drawing on service features such as digital ordering, conveyor-belt delivery and no tipping.