FSR April 2023

NOW SERVING CHEFS & INGREDIENTS

and technique to classic French,” says Jack Yoss, vice president of culinary at Hai Hospitality. Hai’s culinary team skews younger, which helps drive the menu innova tion process towards newer trends, like embracing gluten-free, vegan/vegetarian options without sacrificing their ethos, Yoss says. In fact, two of his favorite nigiri pieces are vegetarian—the avo

ase” translates to “respectfully leaving another to decide what is best” in Jap anese, and is a traditional, chef-crafted, multi-sushi course dining style. Omakase sushi menus typically include introductory dishes such as sashimi or simmered dishes, then move on to nigiri sushi. Nigiri sushi, or a small rice ball topped with a slice of fish, is commonly served in traditional Japanese

This strategy was successful and laid the brand’s foundation for expanding into markets like Texas and Georgia. Now, Kura Sushi has more than 500 loca tions across the U.S., Japan, and Taiwan, and grew its U.S. footprint by 28 percent in fiscal year 2021. The restaurant provides a technology forward experience complete with con veyor belts, prize dispensers, and sushi servers, Uba says. “Our technology has allowed us to fully automate work traditionally per formed by executive chefs. We reinvest these labor savings back into our food, and we only use ingredients that are free from artificial colorings, sweeteners, pre servatives, and seasonings,” Uba says. “Not only does our technology create a truly unique dining experience, but it allows us to serve higher quality food than your typical mom-and-pop sushi restaurant, and at more affordable prices, as well.” Meanwhile, Rock N Roll Sushi’s approach involves playing Metallica, AC/DC, and Van Halen in restaurants to make construction workers and peo ple with kids feel welcome, says Chris Kramolis, who joined the company as a franchisee before being named CEO in October 2020. The brand also puts an American ized twist on sushi by frying and bak ing rolls as an entry point for the sushi shy or sushi-curious—with names like the VIP Roll, Punk Rock Roll, and the British Invasion Roll—while also offer ing traditional sashimi and nigiri sushi. Since opening in Mobile, Alabama, in 2010 and franchising since 2015, the concept has grown to more than 60 locations. Rock N Roll Sushi plans to be “aggressive” in its expansion and is set to “destroy in the Midwest,” Kramolis adds, as they’re looking at opening new loca tions in Michigan and Ohio. “[Rock N Roll Sushi] has made sushi approachable and brought this food to regular Americans that possibly have been interested, but really weren’t invited to the game, because sushi was typically at a higher price in a higher-end place,” Kramolis adds.

and fine sushi dining, as opposed to the more popular sushi roll in the U.S. However, nigiri sushi will likely become more main stream in the U.S. market and appear with a lower price point in different types of restaurants and on to-go menus, predicts Taka Tanaka, CEO of commer cial sushi robot provider, Autec. “A rise in sushi consumption, even in landlocked states, has influenced chefs to be more cre ative with culinary styles and environmental conscientious ness,” Tanaka says. He predicts modern consumers’ attention to sustainable practices will lead restaurants to be more inten tional about sourcing sustain able seafood. When trying to grow sushi concepts across U.S. markets, embracing a more inviting and basic take for guests less famil iar with the cuisine can lead to greater (and faster) adoption. For example, when Japanese founded Kura Sushi was entering its first market outside of Califor nia, the team made a deliberate

AS MORE U.S. CONSUMERS SEEK OUT HEALTH-CONSCIOUS, ADVENTUROUS NEW FOODS, SUSHI CONTINUES TO RISE IN POPULARITY—FROM CLASSICS LIKE NIGIRI TO AMERICANIZED

VERSIONS WITH MORE FAMILIAR INGREDIENTS.

cado and kinoko (mushroom nigiri). “Ten or 15 years ago, no one used fish sauce outside of authentic SE Asian res taurants, and we were making a fish caramel and using fish sauce to season meats and vegetables. Now, fish sauce has become so popular, you see it every where,” Yoss says about shifting sushi trends. “It’s the same thing with kim chi. It is much more popular now than it was a decade ago.” But the hottest trend on the rise in 2023 is the omakase room. “Omak

effort to build out a side menu with noo dle bowls, rice dishes, and fried chicken to appeal to more customers, says Hai jime “Jimmy” Uba, CEO and president. “Looking at our overall menu, practi cally everything that we serve has been tailored to the American palate, and the only menu items we have in common with our parent would be basic nigiri sushi,” Uba says. “At the same time, we maintain our authenticity by using the same ingredients and cooking methods as we use in Japan.”

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FSRMAGAZINE.COM

APRIL 2023