Sushiro, Japan's largest conveyor belt sushi company and a subsidiary of Food & Life Companies (F&LC), is set to open its inaugural U.S. restaurant in New York City's Times Square area in October 2026. This move signifies a significant expansion for the company, which has been the top-selling kaiten sushi chain in Japan for 14 consecutive years and currently operates 948 locations worldwide as of April 2026. The new location, at 667 Eighth Avenue, will be a three-floor establishment with approximately 170 seats, featuring both conveyor belt dining and private rooms.
F&LC's President and CEO, Masahiro Yamamoto, announced the opening, emphasizing the company's commitment to delivering the perfected Sushiro brand globally and its focus on North America as a key market in its FY24-26 Mid-Term Management Plan. The New York menu will offer over 100 items, including sushi, side dishes, desserts, and drinks. Prices for sushi will range from $5 for items like bigeye tuna and shrimp to $10 for bluefin otoro. The restaurant will also cater to American preferences with unique menu items such as a $14 shrimp double-cheese roll and marinated salmon with cream cheese.
While aiming for affordability, Sushiro's U.S. prices are notably higher than in Japan, with a two-piece maguro plate costing $5 in New York compared to roughly 180 yen (approximately $1.15) in Tokyo. This reflects the higher operating costs in the U.S. market. A key feature of the New York branch will be a no-tipping policy, a decision that has been positively received. The restaurant will incorporate an ordering system with large displays and digital kiosks, alongside Japanese-style private dining rooms offering curated prix fixe course menus.
Sushiro's entry into the U.S. market follows earlier teasers through pop-ups and aligns with a broader trend of Japanese restaurant chains expanding internationally. The company is betting on growing demand for affordable dining and the global influence of New York City to establish its brand. Other Japanese conveyor belt sushi chains, such as Kura Sushi, have already opened locations in the U.S., with Kura Sushi expanding to Jersey City in 2022 and Flushing in 2023.
