Could sushi be the next taste sensation for fast casual operators? After struggling with declining sales during the recession, more fast casual operators are looking for new menu concepts to boost sales. A recent report in Fast Casual indicates that sushi might lead the way to improved profits in this sector. 
Sushi is showing up in some unlikely places – the nation’s heartland. For example, In The Raw Sushi, based in Tulsa, OK is considering expanding to Kansas, Missouri and Texas. Other small regional sushi chains in the fast casual sector include Tokyo Joe’s and Sushi Maki. Another operator, How Do You Roll, based in Texas, is planning to have up to 10 locations open by year end.
Industry analysts say that fast casual operators may face competition from full service restaurants and from grocers who have expanded their sushi offerings in many areas. But Eric Giandelone, of research concern Mintel, says sushi meets one criteria of diners these days. The food “fits in with this healthier-living trend consumers want to follow.” At the same time, fast casual restaurant visitors may also enjoy the watching the flourish of food preparation that accompanies this concept. And an extra appeal for diners is the ability to order exactly what they want.
Sushi operators target both the lunch and dinner market. For now, dining on location comprises most of the revenue for sushi vendors. But operators are adjusting their business models to increase the amount of take-out available.
As this concept expands through the fast-casual market, operators will need to market their offerings and convince consumers that sushi is an enjoyable experience in this restaurant format. Reps can contact new sushi restaurants in their market and present their best advertising ideas.
[Source: Bertagnoli, Lisa. "Sushi rolls (slowly) into fast casual." FastCasual.com. 2 Aug. 2010. Web. 23 Aug. 2010]
Tuesday, Aug 24, 2010
Kathy Crosett