Fast-growing sushi brand IRO Sushi has launched a new store design to “better reflect its authentic Japanese cuisine” and support its UK and international expansion plans.
Inspired by the interior look and feel of traditional izakayas (a casual Japanese dining establishment), the concept features ambient lighting and contemporary finishes. It is designed to create a “welcoming environment for customers”, the brand said.
The refreshed design, which will serve as a blueprint for future locations, also features new digital touchscreen kiosks which look to streamline ordering and reduce waiting times during peak periods.
The first restaurant to showcase the evolved store design will be Woking, which is set to open its doors later this month.
“Over the last few years, we’ve invested heavily in the quality and authenticity of our food, and it was important our restaurants reflected that same standard,” said IRO Sushi founder and CEO Chhong Sherpa.
“We wanted to create a space that immediately feels Japanese to customers; one that is warm, welcoming and clearly connected to the culture behind the cuisine.”
He added that the layout, branding and customer journey have all been developed so the concept is “easy to replicate” and gives franchise partners a store model that is “both distinctive and operationally efficient”.
“It creates a strong point of difference in the market while helping drive visibility and footfall for each location.”
It comes as IRO Sushi plans to grow to 100 locations globally by 2030, and last month the brand partnered with a leading high street bank to finance joint-venture franchised stores.
This will see chefs and other hospitality executives able to access finance for the capital required to open a joint venture with IRO Sushi at “highly favourable rates”, the sushi brand said at the time.
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