What was once branded as food for the privilege, stores are now stocking sushi high, as demand for the raw fish has doubled over the years and is becoming the snack of the century. Stores are now latching on to the sushi culture. Boot’s, Tesco’s and Marks and Spencers have moved forwards in the 21st century and now supply sushi packs which is quickly becoming more popular than sandwiches and wraps. Pre A manger started to sell chilled sushi back in 2001, it now sells 25,000 to 30,000 of its ‘sushi deluxe’ boxes a week.
Office Worker Mark Streets said: “I don’t have long on my lunch break, so I just use to grab a sandwich. Now I get a pack of sushi, it’s tasty and filling, I wished I had tried it sooner.”
Surprisingly Britain has experienced the sushi culture last. Seeing a gap in the Japanese food market, the first Yo! was set up in waterloo station in 1994 its intention; to give customers stylish food at a fraction of the price. Yo! is now Europe’s biggest conveyor belt sushi restaurant chain. The concept of Yo! is simple, sushi food for the masses.
Visiting Yo! can be an intimidating experience at first. The idea is simple an 8cm conveyor whizzes around offering consumers bowls of sushi ranging from around £1.50-£5, much like luggage on an airport carousel.
The conveyor belt allows customers to ‘get in and get out’ –a customer on average can spend as little as 12 minutes in store and can spend on average £14. The franchise has grown and is expanding at an enormous rate, at first consumers could pick from around 40 dishes compared now with over 110 and plans to launch in America are underway. Finding a Yo! is relatively easy, outlets can be found at train stations, city centres and shopping centres.
Not only is sushi becoming more popular, but is renowned for being healthy and fat free. Celebrities such as Kate Moss, Gwyneth Paltrow and Sienna Miller swear by the stuff. It’s not surprisingly that the Japanese have the highest life expectancy. Sushi provides a healthy alternative to soggy carbohydrates and artery busting food.
Companies such as Your sushi and Feng sushi have targeted the sushi market by offering classes and workshops to keen sushi enthusiasts in a range of cities. The classes aim to teach people how to make sushi which is easy enough to be made at home.
Kiyoko Hay, teacher at Your Sushi said: “Usually people turn their nose up at the thought of raw fish and sticky cold rice. But now people really want to get involved on how to make good, fresh sushi. It’s great to see so many people taking a real interest in the food.”
Branded as the ‘Japanese tapas’, sushi is making waves in the food sector. Japan now import a quarter of a million tonnes of salmon a year. Now, as sushi gain recognition by brits it could turn into the preferred food of choice.
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