2. Sushi: Roll with It
Sushi — and Japanese cuisine more generally — is growing fast across the region. The secret of its success is its broad appeal: sushi is thriving in both five-star hotel restaurants and small fast-casual outlets.
“Sushi has become part of the daily diet,” explains Hiba Kosta, partner at Sho Cho Facilities Management, which is the company behind Chez Sushi.
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“When we first started in the UAE, 13 years ago with Sho Cho, we were one of the first to have a more modern approach to sushi. We offered something a bit more palatable to those who were unsure about the sushi flavour profile.
“Nowadays sushi is available in so many different outlets, from fine dining to ready-made boxes sold in the supermarket. It’s become much easier and cheaper to eat sushi than a few years ago.”
The sharp increase in consumer demand for sushi is attracting investments from F&B operators keen to capitalise on the trend.
Competition in the segment is growing rapidly as light-of-foot brands aim to unfurl their flags ahead of competitors.
One relatively new brand investing aggressively in sushi outlets is Sushi Counter, as its F&B franchising manager, Khalil Fakih explains:
“Sushi Counter started a year ago and we are currently operating five successful restaurants in Dubai, with three more to open in the next four months. We’ve noticed that the market has a potential demand for more Sushi Counter outlets across Dubai and Abu Dhabi — our goal is to fulfil this in the next two years.”
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