FRANCHISING | Staff Reporter, UK

U.K.-based itsu enters U.S. market with New York flagship store

The Asian-inspired itsu restaurant chain looks to capitalise on the healthy lifestyle trend.

itsu has announced its entry into the U.S. market with the opening of their first flagship store in Manhattan.

The Asian-inspired restaurant chain says the decision came from a "desire to leverage the healthy lifestyle trend when other convenience food outlets are falling short," seeing the city as a "proven market" for such cuisine.

The brand boasts of a "40% plant-based" and MSG-free menu, focusing on on lean protein such as chicken and raw fish.

It’s an extremely exciting time for itsu as we make our first venture in the United States. We’re confident that our healthy, delicious, calorie considered, Asian inspired dishes will strike a chord with New Yorkers looking for something a little bit different to what is currently on offer. Watch this space for more exciting ventures in the future,” itsu’s founder Julian Metcalfe said.

itsu also started a plastic reduction campaign whilst in-store food waste is converted into fuel. Food, meanwhile, is discounted by 50% during the last hour of sales to avoid wastage.

(Photo credit: itsu Facebook page)

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