IRO Sushi is positioning itself for a market it believes is moving decisively towards lighter, protein-rich meals and away from the old image of quick-service food as cheap, fried and indulgent. In an interview with QSR Media, director of operations Sultan Thakur said the brand sees the shift towards quality, convenience and fast-casual dining as a structural change rather than a passing trend, and argued that sushi is increasingly well placed to benefit.

That view appears to be backed by the company’s recent trading performance. Restaurant Online reported in January that IRO Sushi recorded total system sales of £18.5 million in the 52 weeks to 31 December 2025, up 29% year on year, with like-for-like sales rising 19%. The company also added five stores during the period, taking its UK estate to 30 sites, while customer numbers rose 55% to more than 1.1 million. New product development and marketing were credited with driving the gains.

The business is now using that momentum to push further into expansion. According to The Grocer and Hospitality Weekly, IRO Sushi has secured bank-backed finance for joint-venture franchised stores, a move designed to make it easier for chefs and hospitality professionals to open sites with the brand. The programme includes operational support and training for first-time franchisees, with the option for them to buy out IRO Sushi’s stake later at the original valuation. The company is aiming for 100 UK locations by 2030 and expects to open at least 10 more stores in 2026.

Thakur also pointed to changing store design as a key part of the brand’s next phase. He said IRO Sushi has been revamping its layouts to better reflect its food offer, with a more Japanese-inspired look and more technology in store, including digital kiosks, to streamline operations for franchisees. The first new-format branch opened in Woking, with further roll-outs planned in the UK and overseas.

The wider sector is becoming increasingly crowded, with new health-led brands such as Farmer J, The Salad Project and Atis helping to reshape consumer expectations. In May, Restaurant Online reported the UK debut of Rōti Modern Mediterranean, while Grain launched what it described as the country’s first clean-label Mediterranean QSR site in Holborn in November 2025, underlining how much room there now is for better-for-you fast food concepts.

For IRO Sushi, the emergence of GLP-1 weight-loss drugs is another reason to lean into its current offer. Thakur said the effects are still uncertain but could bring long-term change to eating habits, adding that the brand believes its emphasis on clean ingredients and protein-rich dishes puts it in a strong position. He said the businesses that will keep winning are those that stay simple, consistent and authentic rather than overcomplicating the menu in search of scale.

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