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adhering to traditional preparation techniques.We also ensure that our dining experience reflects the Japanese spirit of hospitality – known as omotenashi – which places the customer at the heart of everything we do.” The franchise – which currently offers dine-in, take-away, and dark kitchen options – has also focused on bolstering its authenticity by creating an environment that reflects Japanese culture but avoids tropes. This has mainly been executed via the design of its interiors. “We’ve worked hard to create a brand that honours the depth and sophistication of Japanese culture without resorting to cliches,” confirms Nuriddin. “Our design aesthetics are minimalist, inspired by the clean lines and natural elements found in Japanese architecture.We focus on subtle, respectful nods to the culture, such as a deep respect for balance and presentation, rather than overt symbols that may feel reductive or commercialised.” Gourmet Sushi now has four locations across the UK, and is looking to scale via franchising, capitalising on what it sees as a growing area in food and beverage. In fact, Japanese cuisine is now in the top eight food options for British consumers ordering a take away – with 9% saying it’s their favourite choice, according to Statista. “Over the past decade, we’ve seen a growing curiosity and appreciation for Japanese cuisine across the UK,” says Nuriddin. Initially, sushi was viewed as somewhat niche, but it’s now become a mainstream dining option. Consumers are more informed, adventurous, and open to trying new flavours and dishes beyond sushi, like ramen, tempura, and donburi.” Ultimately, appetite for East Asian products shows now signs of slowing down, which means it could be a promising market for franchisees that invest. FENG CHEN MANAGING DIRECTOR AT SOJUBAR, MADEN GROUP “Acceptance of Korean food in general, as well as Sojubar, has shifted quite a bit.” Sojubar has anchored its brand around the chicken, beer, and soju you might find on the streets of Seoul. An important part of its offering is its authentic cuisine. In the beginning days, most customers were Asian and already familiar with the menu items. However, as the franchise has grown, the demographic of customers has diversified dramatically. “What we’re trying to do in terms of social media is educate about Korean culture.That’s something we want to introduce not only in the restaurant.” Korean food is closely tied to its culture, and in an effort to remain inclusive to those unfamiliar, the brand has spent time introducing customers to Korean drinking culture. This includes how to serve and drink soju as well as fun games – which contribute to the fun and social atmosphere that Sojubar wants to provide. “We get a lot of Korean customers – they’re sceptical about whether it’s real Korean food and then they taste it and they tell us it really tastes like home.” When starting the business in 2021, they regularly asked Koreans living in Europe for feedback, to ensure the brand met the standards they already knew and loved. Life 4 Cuts, Gourmet Sushi, and Sojubar are all currently open to franchise opportunities across the UK. More opportunities available: www.what- franchise.com F R A N C H I S E Gourmet Sushi 53 WHAT-FRANCHISE.COM Interv iew | FEATURE