Find out why Sushi Izu’s collaboration with Woolworths has been so successful
Damien Blakeney, General Manager of Advanced Fresh Concepts, shares the story of how AFC sushi, under the Sushi Izu brand, found success in its collaboration with Woolworths.
QSR Media: Can you tell us about AFC Sushi?
Damien Blakeney: Our President and Founder, Mr Ryuji Ishii, saw an opportunity to supply fresh sushi to US supermarkets in 1986. Mr Ishii’s vision has both pioneered and revolutionised the availability of fresh sushi, and today, Advanced Fresh Concepts ‘AFC’ supplies over 3500 locations throughout North America.
In December 2011, AFC, under the Sushi Izu brand, partnered with Woolworths and expanded its operations to Australia. Today, we make freshly made sushi on-site each day for consumers to enjoy at 165 Woolworths supermarkets across the nation. We are now the number one sushi retailer in Australia and continue to expand our offer with Woolworths each year.
AFC prides itself on our ability to provide restaurant quality sushi for the convenience of Woolworths customers. Our goal is to become Australia’s preferred ready to eat meal destination, whether lunch, dinner or even for that special occasion – we can cater to all your sushi needs.
We further pride ourselves on our globally sourced ingredients that enable us to offer our much acclaimed Hybrid Sushi range. What is Hybrid Sushi? It’s traditional sushi with a contemporary twist. Our number one seller both here and abroad is our Crunchy Roll – six different traditional sushi rolls, topped with crunchy onions (these are not your garden variety crunchy onions either), spicy mayo and sushi sauce – simply delectable, and a crowd pleaser!
QSR Media: What can you say makes it as successful as it is?
Blakeney: Our belief in our value proposition. Our belief in sushi being a form of art. Our belief in our flavour profiles. Our belief in our products – celebrating our hero lines i.e. our Hybrid Sushi range, our Chef Samplers named after Japanese Flowers aka Flower Plates (i.e. varying sushi combinations) and our Party Trays.
Being a Woolworth’s vendor, AFC is continually held to the highest quality assurance standards that without any doubt sets us apart from any competitor. Customers should have the utmost confidence in the quality of our sushi than any of our competitors. We have a team of food safety specialists closely monitoring each location. Moreover, each location is independently audited by a third party each year.
QSR Media: What are some of your short and long term goals?
Blakeney: Solidify our growth, become the most trusted brand in sushi circles and heighten brand awareness.
QSR Media: What differentiates your brand?
Blakeney: Our value proposition – our products, our food safety and quality management system and our level of customer engagement.
QSR Media: How do you communicate your brand messaging in a supermarket environment?
Blakeney: Brand positioning is an area AFC has identified as an opportunity for improvement this financial year. We recently launched Sushi Izu on Facebook and Instagram and we’re working closely with Woolworths on our in-store presence.
There are a number of exciting projects we’re working on now, which we’ll launch in the months ahead.
While Sushi Izu will be synonymous with Woolworths, we want Sushi Izu to be known as the market leader in supplying restaurant quality sushi at your local supermarket.
What trends are you noticing in this space, i.e. food retailing within supermarkets?
Ready to eat foods other than sushi are becoming more prevalent in supermarkets. Adaptation of food service initiatives proven successful in the UK and US markets are on the horizon.
In terms of the sushi, despite new markets entrants AFC is here to stay.
Supermarket sushi is unlike other retail sushi offers and even Japanese restaurants, it’s our job to convince customers they want sushi whereas you’ve made that decision when you visit the others.
QSR Media: Any other comments?
Blakeney: AFC is a franchise business, and like all franchise systems, we value our franchisees. Cliché, I know...but their success, is our success.
Our offer is designed to complement the Woolworths fresh offer while creating theatre inside their supermarket through the production of fresh sushi each day. We have over 145 small business operators in our franchise system that wholeheartedly value customer patronage. It’s their business after all!
