News

London sushi brand makes US debut

February 19, 2014

Wasabi, a London-based Japanese fast casual restaurant chain, is opening its first U.S. location Feb. 24, and has chosen Times Square for the debut, according to a company press release.

Wasabi specializes in a wide selection of individually wrapped sushi and Japanese hot food favorites, including bento boxes and noodle soups, as well as made-to-order salads and special sushi rolls, all made fresh in-store daily. Customers can "Pick & Mix" from more than 50 types of sushi for as little as $1.50 for two pieces, according to the release.

The open kitchen allows guests to watch Wasabi's chefs preparing sushi throughout the day. Sushi is sold by the piece, ready to grab-and-go. Individually wrapped sushi includes a selection of hosomaki (thin rolls), futomaki (fat rolls), nigiri (thinly sliced fish over rice), and gunkan (torpedo-shaped pieces). Wasabi also serves a selection of hand-rolls and a variety of onigiri, which are triangles of rice wrapped around a choice of savory filling (like Roast Salmon or Chicken Teriyaki), and tied with nori, according to the release.

Wasabi founder Dong Hyun Kim moved to the UK in 1999, with a desire to make high-quality Japanese classics accessible for takeout routines. In 2003, he translated his idea into the Wasabi brand and opened his first Wasabi location in London, offering individually wrapped sushi and encouraging diners to experiment with variety and quantity. Since then, Wasabi has expanded to 36 locations across the UK, according to the release.

As Wasabi's first branch in the United States, this flagship location will pave the way for other Manhattan locations the company plans to open over the next two years.