Key facts
- Sushiro, Japan's largest conveyor belt sushi chain, will open its first U.S. restaurant in Times Square, New York City, in Fall 2026.
- The restaurant will feature a three-floor layout with a conveyor belt system and private dining rooms.
- Sushiro plans to offer over 100 menu items, including sushi, noodles, and desserts, at affordable prices.
- The company aims to increase its overseas sales ratio to 35% by fiscal year ending September 2026.
- Sushiro has been a market leader in Japan for 14 consecutive years, known for its data-driven operations and quality ingredients.
Sushiro, Japan's leading conveyor belt sushi chain, is set to open its first U.S. flagship restaurant in New York City's Times Square in Fall 2026. This move marks a significant step in the company's strategy to expand its global presence and tap into the American market, which it views as its final major frontier.
The Times Square location, situated at 667 Eighth Avenue, will occupy 9,000 square feet across three floors, including basement, first, and second floors. The main dining areas, featuring the signature conveyor belt system, will be on the first and second levels, while the basement will house private dining rooms. The menu is expected to feature over 100 items, encompassing sushi, noodle soups, steamed egg custards, and desserts, all offered at affordable price points.
Sushiro, founded in 1984, has been the top-selling revolving sushi chain in Japan for 14 consecutive years. The company operates approximately 648 domestic stores and has a significant international presence with 195 overseas locations, bringing its total to 843. Its parent company, FOOD & LIFE COMPANIES (F&LC), has been aggressively adopting technology, including IC chips on sushi plates for sales tracking and utilizing Amazon Web Services since 2012, to optimize its data-driven operations.
This expansion places Sushiro in direct competition with other Japanese chains already established in the U.S., such as Kura Sushi, which has 91 stores listed on NASDAQ, and Hama-zushi. Sushiro's strategy hinges on offering high-quality sushi at accessible prices, a philosophy that has driven its success in Japan, where prices start at around 120 yen (approximately $0.80) per plate. F&LC aims to increase its overseas sales ratio to 35% by the fiscal year ending September 2026, with the U.S. market being a crucial component of this goal.