inStorebuyer - August 2012 - 10

foodserviceretail
APPETIZING IDEAS FOR PREPARED FOODS

Just Roll with It
When it comes to trends, it could be said that there are two kinds of consumers — those who jump on board, and those who are drug, kicking and screaming. The good news for your foodservice operation is that you can actually cater to both by incorporating sushi into your offerings. There’s no denying that sushi is rising in popularity, not only in American foodservice, but also in the supermarket. In fact, according to Nielsen Perishables Group data listed in IDDBA’s What’s in Store 2012, sushi’s share of dollars increased by 11.7% in the 52 weeks ending May 28, 2011. It was the third highest increase in the deli, behind only deli snacks (13.6%) and deli dips/spreads/toppings (11.8%). And online social coupon services such as Groupon and Living Social are tapping into the trend by offering discounts on home sushi parties and wine or saki pairings, as well as deals at sushi bars and restaurants. Sushi itself is actually rolled rice — contrary to the common American assumption that it’s raw fish, which is sashimi. The fish is only embellishment. “We help educate consumers and let them know that not all varieties of sushi are served raw,” says Vanessa Curry, marketing manager for Hissho Sushi in Charlotte, NC. “A lot of our sushi is cooked. And until a consumer acquires a taste for raw sushi, we try to start out with something very basic like one that is cooked.” Another way to stay on-trend with sushi is to offer “Americanized” versions of the cuisine. For instance, Hissho offers a sushi roll called the Southern Charm Roll, which has the crunchy fried onions on top. Although there are plenty of American consumers who love traditional sushi, offering a non-traditional version in the mix will help broaden the appeal. “As a business, you have to think about how you can grow your consumer base. And that’s why the ‘Americanizing’ trend is emerging,” Curry says. And you don’t have to train in this Japanese culinary art in order to get in on the trend. Hissho Sushi offers instore foodservice operations a turnkey partnership that provides all the Hissho Sushi-branded products, signage and ingredients, along with a certified sushi chef to prepare rolls fresh daily. “This way, customers know it wasn’t just shipped in frozen and placed in the case,” Curry says. “And if they don’t see something they want, they can order it from the chef, who will make it right there while they wait.” While individual agreements may vary, the supermarket gets a percentage of Hissho Sushi sales. “Every retailer is different, so we try to cater to their individual needs,” Curry says. “But the overall concept is always the same,

“Sushi” refers to rolled rice “Sashimi” is raw fish

with our slogan: ‘You provide the case, we provide the opportunity.’” Sushi offers the appeal of chic ethnic cuisine. And offering freshly made sushi — that doesn’t require reservations — can add a chic and trendy element to your supermarket’s image.
JOANIE SPENCER

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inStorebuyer - August 2012

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