Sushiro's Strategy to Change Consumption Patterns, Targeting Expansion of Japanese Sushi Market in Indonesia
In the Indonesian market, sushi consumption remains concentrated on popular items such as salmon and cooked variants. This reflects a gap between the richness of authentic Japanese sushi menus and domestic consumer preferences. Sushiro views this situation as both an opportunity and a challenge in building a long-term market.
Seizing this opportunity, Sushiro Indonesia has rolled out a major update through the Renewal Grand Menu across all its outlets. Under the ‘Discover Sushi, The Sushiro Way’ campaign, this initiative forms part of the company’s strategy to educate the market while encouraging consumers to boldly explore a wider range of authentic Japanese sushi.
Sushiro Indonesia’s President Director, Koki Hayashi, noted that the main barriers for consumers trying new menu items lie in the portion sizes and pricing, which have previously been inflexible.
“We see that customers actually want to try more sushi variations, but the standard two-piece portions and price considerations often become obstacles. Through single-piece portions and more affordable prices, we aim to open up broader exploration access,” he stated on Monday (6/4).
As part of this strategy, Sushiro now offers more menu items in single-piece (1-kan) format. This approach allows customers to sample more types of sushi in one visit without feeling overly full or incurring high costs.
On the pricing side, the company has revamped its structure with four plate categories: Rp14,000, Rp19,000, Rp25,000, and Rp33,000. Additionally, the previous highest price category has been eliminated, making premium items like otoro accessible at more competitive rates.
This step reflects a strategy to lower entry barriers while expanding the customer base, particularly for those interested in authentic sushi but previously limited by price and portion factors.
Results are already evident from the trial phase. Internal data shows a 32% increase in customer numbers and 14% growth in total sales. A standout indicator is the doubling of sales for single-piece tuna menus compared to before.
“This data indicates that the Indonesian market has significant interest in exploring authentic menus, as long as access is made easier,” added Koki Hayashi.
In this menu update, Sushiro introduces various options, from Ebi and Hokkaido Flounder Tempura to Minced Tuna Tsutsumi and Raw Shrimp, priced starting at Rp14,000. Fan-favourite items like Salmon Cream Cheese Basil are now permanent menu staples.
To maintain customer experience dynamism, Sushiro relies on monthly thematic menus. In April, the company launched the Haru Matsuri programme from 19 March to 15 April, featuring Japanese spring themes with items like Engawa Tsutsumi and Softshell Crab with Spicy Mayo.
Additionally, the Maguro Feast programme ran from 1–15 April, targeting tuna enthusiasts with options from fresh tuna to special dishes like the Triple Bluefin Tuna Plate for Rp65,000. As a complement, the company regularly offers ‘Payday’ promotions at month-end to add value for customers and boost visit frequency.
Globally, Sushiro is Japan’s largest sushi restaurant chain by sales and operates over 1,000 outlets in various countries. Established in 1984, the company is under Food & Life Companies Ltd.
In Indonesia, since entering in November 2023, Sushiro has operated 10 outlets in shopping centres in Jakarta and surrounding areas. Moving forward, menu and pricing adaptations tailored to local market characteristics are expected to form the foundation for broader expansion.
Through this approach, Sushiro not only targets business growth but also seeks to shape new consumption patterns, shifting from reliance on popular menus to greater openness towards the diversity of authentic Japanese sushi.