Waitrose is launching its 50th sushi counter today and has confirmed it will add 25 more by the end of January 2018.
With the latest launch in Hitchin, Hertfordshire, it has opened more than 20 counters in the past six months.
Waitrose became the first UK national supermarket to offer a sushi counter when it was introduced at its Battersea store in November 2015 in a partnership with Sushi Daily.
“Sushi Daily counters add so much to our shops. The quality, freshness and theatre of the offer have intrigued and excited our customers everywhere we’ve added it,” said Waitrose head of store development Anthony Wysome.
“We’re delighted to have been able to expand this offer so quickly. Along with other successful new concepts like our wine bars, sushi helps us go beyond being just a supermarket to a place that provides great food and a vibrant, social atmosphere where you can enjoy it.”
Waitrose said bestsellers included California crunch roll, avocado maki and salmon crunch roll. A new yellowtail sushi will be introduced for the first time in selected bars later this summer.
Daniel Coole, UK and Ireland managing director of Sushi Daily’s parent company KellyDeli, said: “Sushi’s popularity is undoubtedly on the rise. The number of bars and the range available have ensured it’s more accessible than ever, but what has enabled Waitrose to deliver our fastest ever rollout is that sushi is meeting the needs of more and more people.
“Customers want to have choice and to be inspired while seeking something convenient and healthy. That they can also see their food being freshly handmade in front of them by skilled chefs using quality ingredients means sushi really appeals - and not just as lunchtime option, but increasingly for dinner.”