Sushiro Will Open New Flagship in New York City
The restaurant chain will launch a 9,000-square-foot outlet near Times Square in October 2026.
Updated on Sept. 28, 2026 in Japanese Food
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Sushiro is set to re-enter the United States market with a new flagship restaurant in New York City this October 2026. The location will occupy 9,000 square feet near Times Square.
Why it matters
The company aims to capture a market share in the US sushi industry by filling a gap between high-end dining and low-cost takeout options. It views this expansion as a foundational step for long-term growth in North America.
Sushiro plates will be priced between US$5 and US$10, compared to a US$4 average cost at Kura Sushi. The new Times Square restaurant will span 9,000 square feet.
The players
Sushiro
This Japanese-based revolving sushi chain is a subsidiary of Food & Life Companies.
Food & Life Companies
This parent organization manages multiple sushi brands and has spent nearly US$900 million on American acquisitions since 2018.
Kura Sushi
This competitor currently operates 96 restaurant locations across 24 states and the District of Columbia.
Masahiro Yamamoto
He has served as the CEO of Food & Life Companies since 2024.
The details
The restaurant will feature digital ordering screens and fast-delivery lanes to streamline service. Unlike traditional sushi houses, the facility will not employ apprentice-trained chefs, instead utilizing staff trained specifically in prepared sushi techniques.
Timeline
Sushiro first attempted to enter the United States market in 2015.
The company exited the American market in 2016.
Food & Life Companies surpassed 300 international locations in June 2026.
The new flagship restaurant opens in New York City in October 2026.
Roadmap
The expansion follows the broader upward trajectory of the US$22 billion valuation of the United States sushi market, where the product now appears on one of every 14 restaurant menus. Sushiro's re-entry is an attempt to capitalize on the scale and consumer demand represented by this documented market figure.
New York City residents can expect a new dining option near Times Square that utilizes digital screens for ordering and delivery. The price points of US$5 to US$10 per plate provide a specific alternative to existing fast-casual sushi options in the area.
The takeaway
The move signals a shift toward tech-forward, high-volume dining models in the American sushi market. Consumers may see increased competition as global chains seek to standardize the sushi experience through automation.
Further reading
Learn more about the local culinary scene in our Japanese Food section.
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