A well-known Japanese sushi chain is set to make its debut in the United States with its first restaurant opening in New York City’s bustling Times Square. Sushiro, renowned for its conveyor belt sushi, is expected to welcome customers this autumn at the location of a former McDonald’s at 667 Eighth Avenue, at the corner of West 42nd Street.
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Sushiro has garnered a reputation over the years as one of Japan’s largest conveyor belt sushi chains, offering a diverse menu that includes not only sushi but also traditional Japanese dishes and desserts. The new restaurant will occupy an impressive 9,000 square feet and will boast seating for 170 guests across three floors. Plans indicate that the upper two levels will feature the main conveyor-belt dining areas, while the cellar will offer private dining options complete with its own sushi bar.
This innovative dining concept allows patrons to sit in booths and order their meals via digital kiosks. Once the order is placed, sushi dishes will be delivered directly to the diners via a conveyor belt that connects the kitchen to the dining space. The menu is expected to showcase a variety of popular offerings including sushi, noodle dishes such as ramen and somen, as well as steamed egg custards.
In addition to savoury options, Sushiro will serve an array of traditional desserts. Highlights will include catalana—a rich custard-based treat—and warabimochi, a jelly-like confection made from bracken starch and sugar. The restaurant will also feature a selection of refreshing sorbets, catering to those with a sweet tooth.
Founded in 1984 in Osaka, Sushiro has expanded significantly and now operates over 800 locations globally, making it the largest dine-in sushi chain in the world. The restaurant chain is particularly noted for its accessible pricing and technology-driven dining experience. Sushiro had previously introduced its offerings to American customers through various pop-up events over the years, which helped to generate interest in the brand ahead of this permanent establishment.
While there was previously a restaurant operating under the same name in New York City, a spokesperson for Sushiro clarified that the two have no affiliation. This clarification is important as the dining landscape in New York continues to evolve with the introduction of international brands.
Sushiro’s entry into the U.S. market follows the trend set by other successful Japanese chains, such as Kura Sushi, which began its expansion into the East Coast with a location in New Jersey in 2022. In 2023, Kura Sushi also opened a restaurant in Flushing, New York, further highlighting the growing popularity of conveyor belt dining in the region.
The inaugural Sushiro restaurant in Times Square will not only serve sushi but also provide a glimpse into the vibrant culture of Japan through its culinary offerings. The chain’s unique approach to dining, combining technology with traditional recipes, suggests that it could attract both local residents and tourists eager to experience authentic Japanese cuisine.
As New Yorkers eagerly await the opening of Sushiro, many are curious to see how its introduction will impact the already bustling food scene in Times Square. With its promise of affordable, high-quality sushi in a dynamic dining environment, Sushiro could well become a new favourite amongst sushi enthusiasts in the city.