Japanese conveyor-belt sushi chain Sushiro opens first U.S. flagship restaurant in New York City

Japanese conveyor-belt sushi chain Sushiro will open its flagship U.S. restaurant near Times Square in New York City in October 2026, marking its second attempt to enter the American market after a failed 2015 launch. The U.S. sushi market has matured, with 45% of Americans liking sushi and grocery store sushi growing fastest. Sushiro's rival Kura Sushi has 96 U.S. locations. Sushiro's CEO Koichi Yamamoto sees the U.S. as a long-term growth opportunity, with prices starting at $5 per plate.