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IRO Sushi has launched a new store design to support its UK and international expansion strategy.
The sushi group, which operates more than 30 restaurants, updated its format, first shown in the Woking site, to reflect traditional Japanese izakayas. The redesign includes ambient lighting, contemporary finishes and digital touchscreen kiosks to streamline ordering.
The brand was founded in 2014 by sushi chef Chhong Sherpa and currently serves more than 1.1m customers annually. It said the Woking site serves as the blueprint for future locations as the company seeks to grow its footprint.
The updated model has been developed to be easily replicated by franchise partners to improve operational efficiency and visibility. The group aims to reach 100 locations globally by 2030.
Founder and chief executive, Chhong Sherpa, said: “Over the last few years, we’ve invested heavily in the quality and authenticity of our food, and it was important that our restaurants reflected that same standard. We wanted to create a space that immediately feels Japanese to customers; one that is warm, welcoming and clearly connected to the culture behind the cuisine.
“The layout, branding and customer journey have all been developed so that the concept is easy to replicate, giving our franchise partners a store model that is both distinctive and operationally efficient. It creates a strong point of difference in the market while helping drive visibility and footfall for each location.”
He added: “Woking will be the first restaurant to showcase this evolved design, and it represents an important step as we continue to expand. By refining both the experience and the operating model, we are building a platform that can support our ambition to grow to 100 locations globally by 2030.”
