IRO Sushi bets on health-conscious dining as UK fast casual moves away from fried food
IRO Sushi's director of operations sees this as a long-term opportunity for the brand.
British consumers are increasingly seeking healthier, high-protein food on the go, and IRO Sushi says that shift is working in its favour.
Sultan Thakur, Director of Operations at IRO Sushi, shares how the brand is navigating a fast-changing QSR landscape: from evolving store formats and franchise expansion to the long-term implications of GLP-1 drugs on the nation's relationship with food.
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?
Sultan Thakur: Over the last 12 months, we’ve seen seek more quality and nutritious dishes than ever before. For decades, the QSR sector was always seen as the quicker and cheaper option to casual dining, with a perception of heavily fried food. However, now QSR has occupied a new space; one that is less about cheap takeaway food, but more centred on quality, experience and ‘fast casual’.
This has resulted in the explosion of new admirable brands like Farmer J, The Salad Project and Atis, but has also created strong tailwinds for us and the sushi category, particularly as consumers look for high protein and clean food on the go.
As brands simplify menus, refine promotions and rethink formats, what operating or commercial decisions have had the biggest impact on your brand?
Creating the best food and beverage offer, underpinned by sourcing sustainable fish and authentically Japanese products, has been our focus for several years. However, this year, we’ve spent a significant amount of time evolving our store designs to ensure that the experience that a guest has in store matches the quality of our sushi.
Our new design is more authentically Japanese and created as a space for quick lunches, easy dinners, or to hang out with friends. It has also allowed us to integrate more technology, such as digital kiosks, to simplify the operations for our franchisees. The first store is live in Woking, and will roll it out further across the UK and internationally.
What investments are you going to focus on for the brand, and what KPI targets can you share?
The main focus for our brand is store expansion. We have ambitious plans to scale up to 100 sites by 2030. We’re nearly halfway there and have strong momentum going into the second half of 2026. So, our main focus this year is on finding new sites for our pipeline franchisees and bringing high-quality, freshly prepared sushi to more towns and cities across the UK.
What will be the next major challenge for the industry, and how should it be addressed?
The impact of GLP-1 weight loss drugs is going to bring about clear and structural change within the industry. While uptake is growing in the UK, the impact is still relatively uncertain.
However, with all forecasts pointing to continued uptake amongst Brits, the nation’s relationship with food, what they eat and how often they do so, is going to drastically change. For brands like ours, we see this as a long-term opportunity. Our proposition is built on quality and clean ingredients, centred on protein-rich dishes that can be enjoyed on the go, so we believe we are well placed to capitalise on this shift.
Looking ahead to the next 12 to 24 months, what will separate the brands that keep gaining share from those that fall behind?
Staying authentic and prioritising customer experience. As more international food and beverage brands enter the UK, and as more UK brands try to scale, there is always a risk that a brand loses its sense of purpose or tries to overcomplicate or overextend its offer to compete.
The winners will be those that stand out for simplicity, offering a high-quality and consistent experience, and leave people satisfied and happy.
Hear more from Sultan Thakur, Director of Operations at IRO Sushi, at the upcoming QSR Media UK Redcat Conference & Awards 2026. For more information about the conference, click this link.
