In Focus
EXECUTIVE INSIGHTS | Staff Reporter, Australia

Check out Sushi Sushi's brand reboot

QSR Media got in touch with Gavan Meadows, Sushi Sushi’s general manager, to discuss the brand’s new look and entry to South Australia.

Born out of an idea to bring sushi out of expensive restaurants and into the hands of everyone, Sushi Sushi Box Hill was opened in Victoria. Now with over 120 locations across Australia, the brand has grown to meet the demand for an emerging appetite for something quick, fresh, healthy, convenient and affordable.

QSR Media: What's new at Sushi Sushi?

Since our brand was refreshed last year to highlight the genuine obsession we have when it comes to sushi, our customers are loving what the Sushi Sushi brand offers now more than ever. Our customers, new and old, keep telling us they can be assured of quality and freshness every time they visit Sushi Sushi and that our belief statement – training for years and preparing for hours so people can devour in seconds – relates extremely well with our customers.

Our brand’s fresh new look and feel is cascading throughout every aspect of our business, from store fit outs, operations and marketing to uniforms, even our packaging.

This of course is a big job, but it is reaping the rewards. We opened 14 new stores last financial year, with two new stores in Adelaide to kick off the new financial year pushing our store total to over 120 across Australia, our customer count and average transaction is increasing and Sushi Sushi remains Australia’s largest and most loved Sushi brand.

QSR Media: Can you tell us more about the brand's philosophy? How do you plan stay ahead of the on-the-go food services industry?

We plan to stay ahead by remaining relevant to our customers – offering fresh, healthy convenience foods where and when they want it - without compromising our commitment to the art of sushi preparation. Our product is prepared each and every morning fresh in-store by our Sushi Sushi artisans because that’s how our customers want it. We will only ever use the highest quality and most authentic ingredients every day. From amazing Tasmanian salmon, fresh Australian grown vegetables through to our authentic Nori and Australian grown Koshiakari rice – it’s the taste, freshness and quality that is always ‘relevant’ to our customers. At Sushi Sushi, we are the innovators.

QSR Media: What do you want to tell the market about the direction of your brand?

Our brand is premium and uncompromising. Our brand respects and honours the tradition of sushi, yet is modern and innovative, embracing the changing tastes of our customers. There is no compromising on the freshness, quality, taste and authenticity. Sushi Sushi is renowned for its consistency, its passion and its dedication to ensuring a quality product is always sold each and every day.

QSR Media: What opportunities do you see in South Australia?

There are plenty of opportunities in South Australia – Adelaide is so culturally diverse and South Australians are renowned for their love of quality food. Sushi Sushi is now setting the standard in giving Adelaide the highest quality ‘on-the-go’ sushi. You’ve waited long enough, Adelaide!

QSR Media: Can you give us a more detailed view of the Australian expansion?

We’re aiming to have at least 350 to 400 Sushi Sushi stores throughout Australia over the next four to five years. Our plans for Adelaide include at least 12 new stores (only 10 to go!). The key to this expansion is great franchise partners. Our network is only successful because our franchise partners have an undying passion, dedication and commitment to get up every morning to create and be part of something amazing. Our franchise partners are our brand.

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