Itsu ditches sushi with new hot food dine-in concept

31-Mar-2023 - Last updated on 31-Mar-2023 at 09:49 GMT

Itsu has launched a new dine-in concept that focuses primarily on steamed hot food, with no sushi featuring on the menu.

The Asian-inspired fast food brand has overhauled its site on Regent’s Place near Warren Street Underground Station in London for the new concept, which launched this week and serves a menu of bao buns, broths, dumplings and noodles.

“Although sushi has been the bedrock on which Itsu was built, in order to provide healthy fast-food that will challenge the McDonalds’ of this world we need to build on our success in hot food innovation,” says Julian Metcalfe, Itsu founder.

“We’ve been busy perfecting how to serve healthy food fast, using our new steamers, the antithesis of the deep fat fryer.

“It’s now, thanks to our 20-year journey of innovation with cooking techniques, equipment and building a brand people trust, that we’re able to get the ball rolling.”

According to MCA, Restaurant’s sister site, the Regent’s Place restaurant will be the first of three hot food outposts Itsu plans to launch this year.

In total the group intends to open 18 new sites in 2023. It currently has an estate of c.79 sites, around half of which are based in the capital.