SushiDog to open four new London sites following second cash injection

The £800,000 investment will finance the opening of four new sites in London, building on the previous funding round of £612,000 by the family investment office in April 2023.​​

SushiDog was founded in August 2017 by Greg Ilsen and Nick Goldstein and started trading from a kiosk at Westfield London in May 2018, with its first bricks-and-mortar site in Covent Garden opening in 2020.

It currently operates six central London sites that offer a grab and go 'healthier alternative to mainstream fast food outlets'.

“We’ve enjoyed a strong year that has seen terrific growth and an increase in sales. We’ve experienced a 77% increase in revenue year on year, which is down to the hard work and dedication of our team and the astonishing performance of our London sites,” Ilsen says.

“Middleton Enterprises stepped in to provide the financial backing we needed to execute on the new London sites we had identified. Their unique flexible and collaborative investment approach suits our style and culture, allowing us to expand at a rate that matches our ambitions.

James Middleton, senior investment associate at Middleton Enterprises, added: “We back businesses that we know have the potential to succeed and SushiDog continues to deliver on its potential, even outperforming our initial expectations. As a result, we’re absolutely delighted to have reached a second round of growth investment in less than a year. This level and frequency of investment isn’t that common, it’s a testament to the founders and the faith we have placed in them and their business model.”