Wasabi owner to launch Asian bakery brand Soboro

By Joe Lutrario contact

- Last updated on GMT

Wasabi launches Soboro

Related tags: Business development

Sushi chain Wasabi is looking to take a bite out of Greggs with the launch of an Asian bakery brand in Cambridge’s The Lion Yard shopping centre.

Set to open this Saturday (15 July), Soboro will serve Japanese and Korean pastries alongside some British favourites.

The new concept takes its name from the famous Korean sweet bun. Open from breakfast through to early evening, Soboro’s food will be made fresh every day.

Alongside pastries, the new 75-cover site will also offer sandwiches and soups. Some will be Asian in flavour, while others will be more familiar. Coffee brewed using a “state of the art” Spirit coffee will be a key part of the sales mix. 

“The QSR sector is very crowded at the moment but we believe that British customers love to try anything different so long as it’s tasty and exciting and that’s exactly what we have with Soboro,” says Wasabi business development manager Darren Church. “The freshness and the quality of the offer is something which we are confident will appeal to a significant proportion of the breakfast and lunchtime market It’s not like anything else on the high street right now and we’re delighted to have found an excellent site in Cambridge where we can launch Soboro.”

Overseen by Korean-born businessman Dong Hyun Kim, Wasabi currently operates circa 50 sushi shops and restaurants in the UK and a number overseas alongside two Korean restaurants under its Kimchee brand. 

Related topics: Venues

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