London’s sushi market has transformed dramatically over the past decade, evolving from a relatively sparse category dominated by a handful of established operators into an increasingly crowded and competitive sector with both established chains and emerging concepts competing for a share of the UK’s appetite for Japanese-inspired food. YO! and Itsu remain among the most established names, with extensive UK estates, while a growing number of smaller operators are building their presence through new openings and franchise-led expansion.
YO! and Itsu have been instrumental in bringing sushi into the UK mainstream, with both brands founded in London in 1997. YO! has grown into one of the country’s largest sushi operators, with around 500 locations across its restaurant and kiosk estate, including grab-and-go concessions in Tesco supermarkets and its YO! To Go concept at Heathrow Airport. Itsu, founded by Julian Metcalfe, has built a UK estate of around 80 restaurants, positioning itself around healthier, Asian-inspired fast food. Alongside sushi boxes, its menu includes bento salads, rice bowls, gyozas, hot noodles and breakfast options. Both brands have played a role in establishing the foundations for the increasingly diverse and competitive market.
This growth has also brought a significant shift in what sushi brands offer. Rather than focusing solely on traditional sushi, many operators have broadened their menus to appeal to a wider range of customers and eating occasions. Poké bowls, bento boxes, ramen, hot noodles, bao buns, salads and other hot street-food dishes have become common additions, allowing brands to compete across lunch, dinner and grab-and-go occasions. For operators, this broader approach provides opportunities to attract customers looking for everything from a quick takeaway to a more substantial meal.
The category is also expanding beyond conventional sushi restaurants, with more specialised concepts carving out their own niches. Handroll bars such as Temaki are bringing a more focused, contemporary format to the market, combining signature temaki with Japanese small plates designed for sharing. Meanwhile, poké specialists including Honi Poke and Poke House have established a place within the wider sushi and Japanese-inspired food landscape, reflecting the growing popularity of customisable bowls.
On a roll: the market’s key players
Yo!
Founded: 1997
UK sites: circa 500
Founded in London’s Soho, YO!, which offers sushi alongside a wider selection of hot street food, is part of the Wonderfield Group, formerly known as Snowfox Group, which is owned by Japanese food service company Zensho Holdings. The brand recently launched its YO! To Go concept at Heathrow Airport, opening new grab-and-go sites in Terminal 2B and Terminal 4 that operate alongside existing YO! restaurants in Terminals 2 and 3. Yo! Operates both brick-and-mortar restaurants and grab-and-go kiosks, with many of the latter based within Tesco supermarkets.
Itsu
Founded: 1997
UK sites: 81
The brainchild of Julian Metcalfe, Itsu is an Asian-inspired fast-food chain focused on healthier eating, with a menu spanning sushi boxes, bento salads, rice bowls, gyozas, hot noodles, desserts and breakfast options. In 2024, the brand appointed Savills as it set out to double its 80-strong estate while also securing a partnership with catering business Delaware North to supply sushi to hospitality boxes at Arsenal’s Emirates Stadium in London. However, in 2025, three Itsu restaurants operated by franchisee Heart with Smart closed following the company’s pre-pack sale to US-based private equity firm Directional Capital. Most recently, Itsu promoted Greg Thorp and Tom Springett to joint managing directors of its restaurant business, with chief executive Clive Schlee stepping back into a director role on the board, having previously taken the helm of the business in 2024.
Wasabi
Founded: 2003
UK sites: 41
Wasabi began as a stall in Camden Market, with founder Dong Hyun Kim, who is no longer involved in the business, drawing on his experience working in Asia to bring sushi and hot bento meals to the UK. The brand, which offers a range of sushi sets alongside dragon rolls, onigiri, hand rolls, bento bowls, salads, soups and ramen, focuses on Japanese-inspired food made with fresh ingredients, serving customers through its restaurant estate and takeaway offering. In 2025, Wasabi launched its first franchise model at Luton Airport, marking a new stage in its expansion strategy. Private equity firm Capdesia made an initial investment in Wasabi in 2019, followed by follow-on capital contributions in 2020 and 2023 to support the company in the next stage of growth. Wasabi also sells a home bento range in more than 1,100 Sainsbury’s and 1,500 Tesco stores across the UK.
IRO Sushi
Founded: 2014
UK sites: 40
Founded by Chhong Sherpa, who serves as managing director, IRO Sushi reported total system sales of £18.5m for the 52 weeks to 31 December 2025, up 29% year on year, alongside a 19% increase in like-for-like sales, which it attributed to new product development and marketing initiatives. During the year, the brand opened five sites in Canterbury, Newbury, Sevenoaks, Tonbridge and West Hampstead, taking its estate to 30 UK locations. Growth continued into 2026, with total system sales rising 28% to £11.1m and like-for-like sales increasing 20% in the 26 weeks to 30 June. New openings in Woking, Tunbridge Wells and Sutton have supported expansion, while the brand has also made its Scottish debut with a site in Glasgow.
The Sushi Co
Founded: 2022
UK sites: 38
Raheel Choudhary and Sama Varanand Reddy’s The Sushi Co says it aims to grow to 100 UK restaurants by 2030. Recent locations include Guildford, West Hampstead, Liverpool, Muswell Hill, Romford, Dalston and East Grinstead. The Sushi Co’s menu features sashimi, poke bowls, hosomaki, uramaki, rice and noodle dishes, and bao buns.
YouMeSushi
Founded: 2008
UK sites: 33
Established in Marylebone in London, YouMeSushi is billed as one of the UK’s original high-street sushi concepts and began franchising in 2021. The brand has continued to expand through its franchise network, with recent openings in London Victoria, Watford, and Chatham, all delivered by existing franchise partners. In January 2026, YouMeSushi outlined plans to open 14 sites across the UK during the year, including locations in Uxbridge, Angel, Wandsworth and Canterbury, which have since opened.
Honi Poke
Founded: 2017
UK sites: 29
Honi Poke expanded its portfolio in 2025 through the acquisition of rival chain Island Poké, adding 18 sites split evenly between London and France and bringing its combined estate across the UK and Europe to 45 locations. Earlier this year, the brand, which was founded by Vladimir Martynov and Kosta Varesko, outlined plans to transition Island Poké restaurants into Honi Poke sites throughout the year, starting with Shoreditch, Broadgate and Fenchurch. The group has also been trialling an expanded food offer at its Fitzrovia site, which opened in April. The flagship Tottenham Court Road location is testing new menu formats and portion sizes, alongside a hot food range and grab-and-go options.
Sticks‘n’Sushi
Founded: 1994 (UK launch 2012)
UK sites: 17
Founded by Jens Rahbek Hansen, Thor Andersen and Kim Rahbek Hansen, Sticks’n’Sushi opened its first restaurant on Nansensgade in Copenhagen, specialising in sushi and yakitori sticks. The Danish restaurant group made its UK debut in Wimbledon nearly two decades later and has continued to expand across the country. Earlier in 2026, the group announced plans to open a restaurant on Vicar Lane in Leeds in early 2027, marking the brand’s second location in Northern England. The brand is also set to make its Czech Republic debut with a restaurant in Prague.
Sushi Handroll
Founded: 2021
UK sites: 14
Sushi Handroll was founded in Ilford in 2021 by veteran sushi head chef Muhammad Noman offers a range of Japanese-inspired dishes, including sushi boxes, bento boxes, maki, nigiri, poke bowls and salads, alongside speciality and crunchy rolls topped with fried onions. The brand most recently opened a site on New Road in Brighton.
Sushinoya
Founded: 2025
UK sites: 4
Created by Dong Hyun Kim, the chef behind Wasabi, Sushinoya began as an ‘omakase to go’ concept in St Pancras, followed five months later by a flagship opening in Chinatown. The brand currently lists a further site in Moorgate as coming soon.
Sushi Shop
Founded: 1998
UK sites: 4
Launched in Paris, Sushi Shop is an upmarket sushi and sashimi brand owned by multi-brand restaurant operator AmRest, which acquired the business in 2018. Its menu includes sushi, sashimi, poke, ceviche and tartare.
Poke House
Founded: 2018 (UK launch 2021)
UK sites: 3
Founded in Italy by Matteo Pichi and Vittoria Zanetti, Poke House has more than 160 locations across Italy, Spain, Romania, Portugal, France, the UK and the US. Its menu includes poke bowls, salads, avocado toast variations and desserts.