Sushiro Opens First US Store Near Times Square, Plates Start at $5
Bastillepost · 1 SOURCESabout 2 hours ago2 MIN
Summary
Japanese conveyor belt sushi chain Sushiro is making its debut in the United States, with its parent company Food & Life Companies announcing on August 31 that the first American location will open near Times Square in downtown New York this October. The restaurant will feature individual plates starting at $5, making it accessible to a wide range of diners, while offering premium options like fatty tuna at $10 per plate. The company, which has primarily expanded across Asia, sees this New York flagship as a platform to communicate its brand values to the world.
Key Points
- Sushiro's first US store opens in October 2026 near Times Square in downtown New York, with plates starting at $5
- Tuna (two pieces) is priced at $5, while premium fatty tuna (big belly) costs $10 per plate
- Limited-time offerings include a $14 tuna roll, available only during specific periods
- Customers order through electronic displays at each table, and the restaurant features private dining spaces
- Food & Life Companies CEO Yamamoto Masahiro explained the pricing strategy aims to balance authentic quality with accessibility
- Sushiro's existing overseas locations are concentrated in Asia, making this its first entry into the American market
- Japanese locations offer plates starting at approximately 120 yen, while Hong Kong stores begin at around 12 HKD per plate
Why It Matters
The Times Square opening marks a significant milestone as Sushiro competes directly with established American sushi chains and high-end Japanese restaurants in one of the world's most competitive culinary markets. The success or failure of this flagship could shape the chain's broader North American expansion strategy, while its pricing strategy—positioning quality sushi between fast food and upscale dining—may set a new benchmark for accessible Japanese cuisine in the US .
The Times Square opening marks a significant milestone as Sushiro competes directly with established American sushi chains and high-end Japanese restaurants in one of the world's most competitive culinary markets. The success or failure of this flagship could shape the chain's broader North American expansion strategy, while its pricing strategy—positioning quality sushi between fast food and upscale dining—may set a new benchmark for accessible Japanese cuisine in the US .