In Focus
MARKETING | Staff Reporter, Australia
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Find out about Wasabi Warriors, the new QSR from Pacific Retail Management

Pacific Retail Management (operators of Go Sushi, Love Coffee & Crepes and Kick Juice Bars) is launching Wasabi Warriors. In this interview Nicola Mills the Group MD talks about where the brand is positioned in the marketplace and what she expects from the brand in the next 12-18 months.

QSR Media: What's been happening at Pacific Retail Management over the last 12 months?

Nicola: We have refreshed and update the Go Sushi branding, which is seeing significant upward results for the new stores, and those that have re-branded. We have finalised all our planning for our new Sushi brand (with the help of a dynamic creative advisory board) – our first Wasabi Warriors store opens in November. On our team, three of our key people have had babies, and we have developed a crèche at the office, with our own in-house super nanny.

QSR Media: Tell us about Wasabi Warriors, your newest brand?

Nicola: Wasabi Warriors is our brand with a heartbeat. Wasabi Warriors is a high quality fast food sushi brand, that helps people eat good, do good and feel good. When you eat at a Wasabi Warriors outlet you know you will be helping the Ocean, Earth and Animals.

QSR Media: Wasabi Warriors and Go Sushi, how do the propositions differ?

Nicola: Go Sushi is our super fresh, super fast grab and go sushi offering. Specialising in freshly made rolls on –site. You can grab something healthy and fast and be on your way. Wasabi Warriors menu has been developed by Masterchef Hideo Dekura with special offerings, and the Warriors are working closely with suppliers to work on more sustainable, environmentally friendly alternatives in packaging, building materials and food, such as free range eggs, and chicken.

QSR Media: Get Sushi, one of your brands, recently opened in France, why?

Nicola: We were approached by two French entrepreneurs who liked the look of Go Sushi and our offering. Together we worked on a French version of Go Sushi. There are now two stores open in France.

QSR Media: What are some of the trends your are noticing across your brands?

Nicola: Our male customer base is increasing rapidly. Sushi is fresh, filling, great value for money, and you can grab it and eat on the run. For these reasons, the boys are heading to our sushi outlets in droves.

QSR Media: What are some of your goals for the next 12-18 months?

Nicola: Now that Go Sushi has a fresh new look, an updated menu and we have solid systems in place, our main focus will be on the launch and growth of Wasabi Warriors. The Wasabi Warriors brand has a lot of depth and opportunity around it, and I’m excited about launching this brand into the Australian market. It’s different, fun and will grab people’s attention.

QSR Media: How is interest from potential franchisees, across your brands, at the moment?

Nicola: Interest is growing as the Go Sushi stores are updating, and everyone is waiting for the launch of our first Wasabi Warriors store. The next 12 to 18 months are going to be a very exciting time for Pacific Retail Management.

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