Sushi Izu goes solo
Australia’s biggest sushi retailer will open its first suburban store outside Woolworths this month.
Sushi Izu, known for its presence in grocery stores, is launching its first standalone branch as a testing ground for new menu items, as it tries to counter Australians’ shift from takeaways amidst rising costs.
“[The new store] is a good test ground of doing things a little differently,” Damien Blakeney, general manager at US parent company Advanced Fresh Concepts, told QSR Media.
The aim of Australia’s biggest sushi retailer is to heighten brand awareness that complements its growing Sushi Izu community, he added.
Damien said the standalone fast-food takeaway store would have new items on the menu, but their sushi offer would be the same.
It will also offer behind-the-counter handrolls, made-to-order Poke bowls along with several hot food meals such as Udon noodles, which are not available in their traditional branches inside Woolworths.
Sushi Izu, which has 232 branches across Australia, 221 of which are franchised, sells restaurant-quality sushi at affordable prices, using the highest-quality ingredients made fresh in-store every day.
It has partnered with Humpty Doo Barramundi, a family-owned aquaculture business that specialises in sustainably grown premium-quality barramundi or Asian sea bass.
Sushi Izu will launch exclusive products such as Crispy Barramundi Inside Out Rolls drizzled with sushi sauce, Aburi Barramundi Nigiri with zesty Yuzu Kosho and Yuzi-inspired Barramundi Ceviche. Barramundi will also be available as a protein selection for the brand’s made-to-order Poke Bowls.
This isn’t the first time that Sushi Izu thought about branching out beyond its supermarket footprint. Damien said they opened a kiosk in Sydney University seven years ago to put the brand in a different setting.
“We’re predominantly in premium locations across the country with Woolworths supermarkets,” he said. “Those growth opportunities can be limited because you can’t have two of the same supermarkets in one location.”
Damien also noted that whilst their partnership with Woolworths continues to thrive, they will have a little more flexibility to test new menu offerings at this standalone location whilst they continue to uphold Sushi Izu’s own strict protocols and brand values.
They learned a lot while preparing for the launch of their standalone store, including overcoming permit and construction delays that pushed it from originally launching in November 2024 launch. The branch will finally open on 22 January 2025 in Summer Hill, NSW.
Sushi Izu’s new products like the behind-the-counter hand roll will cost $4 to $5, addressing the cost-of-living concerns many Australians face whilst ensuring brand success.
Three in four Australians plan to cut their spending this year, with takeaway meals topping the list of cutbacks, according to a report by Compare the Market.
“I think if there's any challenge that we all need to overcome in the food service industry, it’s the rising cost of ingredients,” Damien said. “It's obviously something that is at the forefront of everyone's minds as we move forward.”
Damien noted that they use fresh salmon, acknowledging that prices might rise over time but are fortunately stable for now.
He said their standalone branch would let them refine their products, expand their reach, and lay the groundwork for future success.
