On Friday, February 7, Charlotte, North Carolina-based Hissho Sushi, the nation’s second-largest sushi provider, unveiled a brand-new concept to Meijer shoppers in Brighton, Michigan: a sushi and craft beer bar. To bring the concept to life, Hissho joined forces with the midwestern retailer and Michigan-based Bell’s Brewery to unveil the unique experience to customers.

“With this new concept, Hissho Sushi is redefining the experience of a customer’s evening at their local grocery store,” says Dan Beem, CEO of Hissho Sushi. “It is our commitment to deliver hand-crafted, premium sushi that’s prepared by local chefs daily to Meijer shoppers. The Hissho Sushi & Craft Beer Bar allows us to go even further, providing one-of-a-kind experiences where shoppers can conveniently enjoy our products, a local craft beer and get in their weekly grocery run.”

“This is a great opportunity to provide customers another option to consider while shopping our stores,” adds Becky Bronkema, Director of Merchandising for Meijer.  “We offer fresh to-go options including pizza, sandwiches and sushi at most of our stores already, so we envision the in-store restaurant concept to allow local neighbors to meet friends, have a quick business meeting or just grab a quick snack while checking grocery shopping off their list of to-dos.”

Supermarket prepared foods are the fastest growing sector of the foodservice industry, now exceeding $12.7 billion, according to the Food Marketing Institute. Hissho’s research shows that today’s consumers are looking for more than just product variety and competitive pricing – they’re looking for an experience. To maximize this growth and achieve consumers’ expectations, Hissho recognized that it needed to deliver an innovative idea that illustrated a premium experience, coupled with convenience, that provided easy access to delicious, everyday temptations: sushi and craft beer.

“Hissho is on the cusp of a reinvention,” says Beem. “As we continue to emerge as a market leader, we’re proud to work with our progressive retail partners to create an experience that is worth coming back for every day.”

This new sit-down, sushi restaurant inside the Meijer grocery store steps up the customer experience to provide not only fresh, hand-rolled sushi rolls, hot appetizers and more, but also a new way to enjoy them. The 840-square foot space will employ a team of 15, including highly trained, local sushi chefs who are passionate about the tempting and innovative sushi prepared each day with premium quality, responsibly sourced ingredients.

Customers will find traditional favorites like California rolls and Krispy Krab, alongside Spicy Red Pepper and Crunchy Shrimp rolls for the more daring palates. And if customers are still looking for a grab-and-go option, the fresh rolls are made and packaged daily in the deli.

Along with Hissho’s innovative sushi rolls, customers will also find a full menu carrying hot appetizers, including Asian chicken wings and Boom Boom Shrimp, Dim Sum and an ever-changing list of craft beer on tap. The concept also includes a Healthy Morning Collection, carrying morning favorites like avocado toast, acai bowls and real fruit smoothies.

“Hissho wants to provide our partners with the most creative, craveable products and concepts possible so our relationship and sales can continue to grow,” says Beem. “We’re excited for the opportunity to reach new audiences and partners with this concept, and continue to share our passion for sushi, that is recognized for its high-quality, convenience and innovation.”

Industry News, NextGen Casual