YouMeSushi sharpens operations as expansion continues
Growth to be supported by simpler menus and stronger franchise systems amidst ongoing cost pressures.
Rising costs and operational complexity are forcing QSR operators to look beyond expansion and focus more closely on how their businesses run day to day.
Ahead of the QSR Media UK Conference & Awards 2026, Tim Circus, head of franchise at YouMeSushi, told QSR Media UK that whilst growth remains achievable, it increasingly depends on tighter cost control, simplified operations, and stronger system-wide visibility.
He also outlined how technology consolidation, menu refinement, and franchise support are shaping the brand’s approach, as well as the challenges he expects to define the next phase of the sector.
QSR Media: Looking back on the past 12 months, how would you describe the biggest shift in the QSR operating environment, and what has that required brands to do differently?
Tim Circus: 2025 was a year of record growth for YouMeSushi. We surpassed £19m in revenue for the first time, delivering 14% year-on-year growth. We also opened three new stores in December alone—Victoria, Watford, and Chatham—bringing us to 30 sites across the UK.
That said, the operating environment has been challenging for all QSR businesses. Rising input costs continue to put pressure on margins, and when combined with ongoing labour challenges and dependency on delivery platforms, it’s forced many operators to rethink how they run their
businesses.
As a result, operational discipline and tight cost control have become more important than ever. Brands need to take a proactive approach to stay close to the numbers and make smart, timely decisions to guarantee continued sustainable growth.
As brands simplify menus, refine promotions, and rethink formats, what operating or commercial decisions have had the biggest impact on your brand?
One of the biggest steps we’ve taken is partnering with Vita Mojo, an end-to-end software platform for QSR and hospitality brands. It allows us to unify digital ordering, POS and kitchen operations, which is critical as we scale.
In a franchised business, there are three non-negotiables when it comes to tech: real-time data to support our franchise partners in growing their portfolios, a unified system that avoids reliance on multiple third-party integrations, and a strong loyalty and CRM platform to help us better engage directly with our customers. Vita Mojo delivers on all three.
Having one consistent system across every site gives us a solid operational foundation, bringing ordering, fulfilment, and loyalty into a single system. That’s essential for franchised growth whilst maintaining a consistent customer experience.
Alongside this, we’ve refined our menu. The focus hasn’t been on reducing choice, but on removing low-yield complexity and doubling down on customer favourites. This has helped us increase throughput during peak times whilst prioritising high-value, high-quality items our customers already love. Ultimately, it’s strengthened margins across our core categories.
What investments are you going to focus on for the brand, and what KPI targets can you share?
To maintain our growth trajectory, we’re planning to open between 10 and 14 new sites in 2026, with four already in legals. It’s shaping up to be a very exciting year, particularly as we welcome new franchisees into the business.
Our investments are focused on the essential elements that drive sustainable performance. We’ve strengthened our marketing strategy for 2026 and are working with specialist franchise recruitment experts to expand our reach across all platforms.
At an operational level, our in-house coaching structure and corporate scorecard, which rates facilities, allows us to make targeted enhancements and support long-term growth. Overall, our KPIs reflect a disciplined, margin-focused approach, with a clear emphasis on delivering speed, quality, and consistency at scale.
What will be the next major challenge for the industry, and how should it be addressed?
The next major challenge for the QSR sector will be labour capability and consistency, not just cost.
To stay ahead, brands need to invest in attracting and developing strong franchise operators, supported by robust training and ongoing support systems.
Technology will also play a significant role. AI, for example, is set to transform digital interaction, marketing, and operational consistency across multiple locations. It will open up opportunities we’re only just beginning to understand.
Brands that take the initiative now and learn how to use technology and AI to build accountability and strengthen their culture will be best placed to succeed.
Looking ahead to the next 12 to 24 months, what will separate the brands that keep gaining share from those that fall behind?
The brands that win will be those that can simplify execution, recruit strong operators, and use technology—including AI—to drive consistency across their estate.
For YouMeSushi, that aligns perfectly with our strategy: delivering premium, hot, fast-casual Japanese food with operational excellence, hands-on leadership, and the right technology to support it.
We’re confident in that direction and excited about what’s ahead.
Hear more from Tim at the QSR Media UK Conference & Awards 2026 on 22 June at the Park Plaza Victoria, London, UK. For more information, please click this link.
