IRO Sushi bets on new format to power next phase of growth
The first site to feature the updated format will be in Woking.
IRO Sushi is introducing a redesigned store format to better align its physical spaces with its Japanese menu and support plans to grow in the UK and abroad.
The new concept draws on the style of traditional Japanese izakayas, with subdued lighting and modern materials.
The redesign also ties into the brand’s food positioning, whilst touchscreen kiosks have been added to speed up ordering and ease queues at busy times.
The first site to feature the updated format will be in Woking, where a new restaurant is due to open later this month.
This launch is the first step in rolling out the new design, which forms part of a wider overhaul of the brand.
The company plans to use it as a standard model as it adds more sites in the UK and considers overseas markets.
IRO Sushi was founded in 2014 by chef Chhong Sherpa and now runs more than 30 quick-service outlets across the UK, serving over a million customers annually.
