How Big is the Market?
Sushi is here to stay, and Americans want more of it than ever
Americans love international cuisine, and their adventurous appetites have brought many new cuisines into the heart of mainstream US culture. From Thai to Mexican to Indian to Japanese and beyond, it is undeniable that our tastes have become more inclusive and more open-minded about other cultures. In a recent survey conducted by NDP Group, 75% of Americans of all ages said that they were open to trying international cuisine(1).
All international cuisine undergoes a certain amount of Americanization over time, which creates opportunity to expand on flavor profiles and innovate on tradition — allowing new fusions of genres, customs and ingredients. This sense of adventure has created foodie culture, and we have become far more particular about what we expect from our food, simply because we know more about it than ever before. We want our food not only to look Instagram®-worthy, we want it to be sourced from the best ingredients, to be healthy, delicious, and — of course — we want it to be affordable.
In an article published by PBS, titled “We Are What We Eat: Asian Americans and Food,” author Brian Ignacio writes that the new landscape of online access to information and new media focused on discovering the world helped to create the foodie culture.
“It helped that we came of age concurrent with an era defined by the Food Network™, Anthony Bourdain books, restaurant blog/sites, fusion taco trucks, et al.,” Ignacio writes. “Food culture has transformed into so-called ‘foodie’ culture: adventurous, creative and cutting-edge, where chefs are feted as part-rock stars, part-symphony conductors, part-gastronomical engineers. Food isn’t just about tradition anymore, let alone anything as pedestrian as sustenance; it’s about whipping up passion, flair and precision on a single plate (with a dollop of enoki-infused foam for good measure).”
Asian food, in particular, has become one of the most popular cuisines in American life. The Washington Post reports that Asian food is the fastest-growing segment in the United States, growing at a rate of 500% since 1999(2). Of the Asian food genres, perhaps none has become as much a part of mainstream life as sushi — a style of food that dates back to 400 or 500 A.D., and is now a $3 billion annual industry in the United States.
In an article called “How Sushi Became an American Institution,” Paste Magazine writes that sushi’s rise to prominence is directly related to the American ability to play with the tradition of sushi.
“Sushi has transformed into a new American food medium, and even if it often deviates from its roots, it is still a perfectly portable meal that’s open to creativity and enjoyed by food lovers everywhere,” the publication reports.
Vice magazine, in an article titled “Believe it or not, Sushi is Pretty Damn American,” also details how sushi became so popular in the US:
“Sushi is as American as, well, sushi.”
How is Ginger Sushi Boutique™ Delivering the Sushi Experience Americans want?
Ginger Sushi Boutique takes innovation to new heights with our brand’s genre-bending menu that fuses traditional sushi and Japanese cuisine with a dash of Mexican, Italian and American cuisine into a completely original offering.
In Canada, we are known as Sushi Shop™, and we have over 150 locations open across the country. Sushi Shop is one of the most popular fast casual brands in Canada because our unique products set us apart from everything else on the market. Thousands of fans love our Sushi Pizza and Sushi Tacos, and now we are becoming known for our exciting take on Poke Bowls. As we begin franchising in the US, Ginger Sushi Boutique expects to springboard off our Canadian success by helping passionate US entrepreneurs realize their full potential with a sushi business.