FSR April 2023

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The Sushi Surge

BY CALLIE EVERGREEN A few NextGen Casuals are reimagining the trendy cuisine to appeal to a wider audience.

“We have embraced a more global vision in our sushi bars. We lean into everything from Southeast Asian flavors and technique to classic French.”

HAI HOSPITALITY / KURA SUSHI

IN A 1991 EPISODE of e Simpsons, Lisa convinces the family to try a new sushi bar restaurant—which was clearly a novelty not only for Homer, but for the entire audience, since Lisa had to explain the concept of sushi. Since then, the Jap anese dish has become one of the most popular food categories in the U.S., inch ing closer to “mainstream” status and appealing to the health-conscious eater as well as the adventurous, globally minded consumer. While the vast majority of U.S. sushi

restaurants have typically been single unit independents, America’s growing palate for high-quality sh and novel, international foods has spurred emerg ing concepts to try its hand at crafting the platters of rolled rice with various llings and toppings. According to IBIS World, the num ber of sushi restaurants in the U.S. has grown by 4.8 percent in 2023 to more than 19,600 businesses, yet there are no companies with more than 5 percent market share—leaving a large opportu

nity open for growing concepts. Austin, Texas-based Hai Hospital ity—parent of Uchi, Uchiko, Uchibā, and Loro—aims to create items that are both approachable yet unique, such as its sig nature ham and eggs roll with a crispy pork belly lling. e dish features clas sic avors like pork, beer, and mustard, yet plays into breakfast with an egg yolk emulsion. “We have embraced a more global vision in our sushi bars. We lean into everything from Southeast Asian avors

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FSRMAGAZINE.COM

APRIL 2023