CHIBA – Japanese sushi restaurant operator Choushimaru plans to expand its U.S. joint venture business, its president, Ken Ishii, said in a recent interview.
During a test period through the end of fiscal 2027, the company plans to increase Sushi Nigiriba brand outlets in the United States under its joint venture with Japanese restaurant chain operator Royal Holdings and Japanese trader Sojitz to four from the current two, he said. The first two stores, both in California, were opened in December and March, respectively.
In the interview held in the city of Chiba, where Choushimaru is headquartered, Ishii explained that he chose the West Coast for Choushimaru’s U.S. expansion because he “wanted to serve sushi in an area with many people who have visited Japan for tourism and experienced authentic nigiri zushi (hand-shaped sushi).”
He did not rule out an initial public offering for the joint venture, Sushi-Ten USA, in the future if the U.S. business grows steadily. However, he added that its performance in the first six months since the opening of the first U.S. restaurant has yet to reach targets.
By serving chef-made nigiri zushi sets, Choushimaru plans to differentiate its U.S. operations from those offered by Japanese rivals doing business in the U.S.
Specifically, it hopes to allow customers to experience the value of having chefs carefully serve each and every hand-shaped sushi at a counter. The company aims to increase profits by promoting this feature and fostering local sushi chefs.
Among Japanese peers, Zensho Holdings and Kura Sushi have a lead over Choushimaru in the U.S. market, with the former focusing on the take-out sushi business and the latter opening outlets aggressively.
Ishii said that his company will examine possible forays into other overseas markets step by step. He noted potential demand in the European market, saying, “There is a boom in healthy food and Japanese cuisine.”
AloJapan.com