News > Venues

Sticks'n'Sushi to open second UK restaurant in Covent Garden

By Peter Ruddick , 14-Feb-2013

Related topics: Business, Venues, Restaurants

Denmark-based Japanese restaurant chain Sticks'n'Sushi has revealed it has secured a venue in Covent Garden for its second UK site which it hopes to open before Autumn 2013.

Following success with its Wimbledon restaurant, Danish chain Sticks'n'Sushi has revealed it has secured a site in Covent Garden for its second UK venue

Following success with its Wimbledon restaurant, Danish chain Sticks'n'Sushi has revealed it has secured a site in Covent Garden for its second UK venue

The group, which opened its first restaurant in this country last year in Wimbledon, will take over the Walkabout site on Henrietta Street for a two-floor eatery showcasing the brand's trademark yakitori and sushi menu.

A comparable size to Wimbledon, the Covent Garden restaurant will be entirely funded by the chain and will be able to serve around 150 diners including around an open sushi kitchen so guests can watch the chefs at work.

Bullseye

Andreas Karlsson, the UK operations director of Sticks'n'Sushi, told BigHospitality the company's West End debut was a mark of how well the Wimbledon Hill Road venue had fared in its first 11 months of trading.

"When you enter a market, you never know if your guests will understand and 'get' the proposition of the product," he said. "I wouldn't say we hit bullseye but not far off. We have created a great dining room here in Wimbledon.

"I have used the term affordable luxury before and it is really what we have achieved here," Karlsson continued. "People can trade up from where they normally go and lots of people can trade down and use us as a regular place because it is not outrageously expensive to come and spend an evening with us."

Although he refused to be drawn on numbers, Karlsson confirmed the team had further expansion plans for the capital and were currently in the process of identifying potential sites for the next Sticks'n'Sushi venues.

"Absolutely, but one at a time," he explained. "You have got to do every single opening well and you need to move fast with patience. Our grand plan is certainly more in London but I hate to put numbers (on it). 

"We are trying to line a few more up but we really need to get it right in Covent Garden before we go on and find numbers three and four and so on," he said.

Sought-after yakitori

Sticks'n'Sushi Covent Garden will have a slightly greater emphasis on cocktails and pre or post-theatre drinks with a larger bar operating alongside an expanded 'hot' kitchen after the 'sticks' part of the concept has proved so popular with UK diners.

Yakitori is a more popular part of the sales mix in the Wimbledon site than in the company's nine restaurants in Denmark - all located within the Greater Copenhagen area.

Karlsson said what the company had learnt from operating in Denmark had translated well to operating in the UK but the team were constantly learning.

"Each restaurant is individually designed so we start from a clean sheet of paper taking the demographics and the space into consideration to make them bespoke for that area. Sticks'n'Sushi is not the copy/paste concept which you can use the word rollout about," he explained. 

BigHighlights

Mark Poynton: Pearls of Wisdom

Mark Poynton: Pearls of Wisdom

The British chef-patron of the Michelin-starred Alimentum and star of Great British Menu Mark Poynton talks about...

Interview with Glendola Leisure's Alexander Salussolia
Small Talk

Alexander Salussolia on Silk & Grain, market niches and nurturing future talent

Managing director of Glendola Leisure Alexander Salussolia joined the company in 1992 as an area manager, before...

60-Second Skill: Using #foodporn to your advantage

60-Second Skill: Using #foodporn to your advantage

Customers posting pictures of your food on social media is a trend you can't escape, but by...

Gallery: the UK’s first experiential craft brewery Drygate Brewing Co.

Gallery: the UK’s first experiential craft brewery

New Glasgow venture Drygate Brewing Co. claims to be the UK’s first experiential craft brewery, offering a...

Hospitality Openings: June 2014

Hospitality Openings: June 2014

Our latest round of up of the hottest hospitality openings includes Heston Blumenthal’s Heathrow venture The Perfectionists’ Café,...

60-Second Skill: Pouring champagne

60-Second Skill: Pouring champagne

As demonstrated at the Moet UK Sommelier of the Year competition, champagne pouring requires skills and knowledge....

Find us on Facebook

Digital Edition - Restaurant Magazine

Access to the Restaurant Magazine digital edition