The Sushi Co eyes 100 UK locations by 2030

Its rise aligns with a state push for a healthy food revolution.

UK-based The Sushi Co is betting on freshness and speed as it pushes for nationwide expansion, aiming to grow from 20 to 100 locations by 2030.

Founded in 2021 by former Papa Johns franchisee Raheel Choudhary, the brand sets itself apart by preparing sushi fresh to order in open kitchens—eschewing the pre-made, machine-rolled products commonly used by rivals.

“Competitors tend to pre-make sushi, often using machines,” Choudhary told QSR Media. “Our food is all expertly prepared by hand by our chefs in minutes, fresh to order from our live sushi kitchens.”

“This may take a little longer, but our customers appreciate the taste of really fresh, flavourful sushi,” he added.

Each dish takes about 10 to 15 minutes to prepare. During peak hours, the brand uses an “aces-in-places” strategy—assigning its most experienced chefs to manage the rush.

To maintain product quality, The Sushi Co ensures fish is delivered to its stores five times a week and vegetables two to three times weekly. The company sources salmon from Scotland and uses only line-caught tuna—each fish individually caught using a pole and line method, which Choudhary said aligns with the brand’s commitment to sustainability and freshness.

The Sushi Co’s growth comes as health-conscious consumers in the UK drive up demand for nutritious, fast-casual meals. The brand's rise also aligns with government initiatives under the National Health Service’s 10-Year Health Plan, which urges food businesses to improve the nutritional value of everyday offerings.

“In the UK, the Japanese and sushi restaurant industry is now said to be generating over £1.3b annually,” Choudhary, who sold his 61 Papa Johns stores in 2021, said in an emailed reply to questions.

“But we are seeing a shift from expensive restaurants right into the mainstream, with many supermarkets and food-to-go outlets now offering sushi alongside lunch-type meal deals,” he added.

The company is on track to operate 30 restaurants by the end of 2025 from 20 now. Each The Sushi Co location is designed with a live sushi kitchen as its centrepiece, reinforcing the brand’s focus on freshly made meals and transparent preparation.