Waitrose will launch its 50th sushi counter on 1st August and has confirmed it will add up to 25 more by the end of January 2018.
 
The counters are part of the supermarket's plans to reflect the needs of the modern day shopper by providing convenient food and drink to take away or eat in store. This has already seen the launch of a new 'Kitchen' concept, wine bars, eat-in bakeries and in-store cafes.*
 
Waitrose became the first UK national supermarket to offer sushi, which is freshly made in its shops, when it introduced a counter at its Battersea store in November 2015. The sushi counters were launched in co-operation with Sushi Daily.
 
Sushi counter sales at Waitrose grew by more than 23 per cent between February and April this year as the retailer delivered the fastest roll-out programme SushiDaily has experienced in the ten countries in which they now operate.  
 
Waitrose Canary Wharf, the retailer's largest store, is delivering one of the highest turnovers in sales of sushi among more than 600 counters Sushi Daily operates throughout Europe.
 
Following the opening of its 50th sushi counter in Hitchin, Hertfordshire, on 1st August, the supermarket will have opened more than 20 counters in the last six months.
 
Each Sushi Daily bar is headed by a team of skilled sushi artisans, who prepare a range of hand-made sushi and maki everyday in front of customers. The bestselling lines at Waitrose include the Salmon Crunch Roll, California Crunch Roll and the Avocado Maki.**
 
This summer a variety of new Yellowtail sushi will be introduced in selected bars for the first time. Considered to be one of the finest fish in the world by many chefs, the creamy white fish delivers a fresh, full taste and will feature in four new products.***
 
Anthony Wysome, Head of Store Development for Waitrose, said:
 
“Sushi Daily counters add so much to our shops.  The quality, freshness and theatre of the offer has intrigued and excited our customers everywhere we've added it.  
 
“We're delighted to have been able to expand this offer so quickly. Along with other successful new concepts like our wine bars, sushi helps us go beyond being just a supermarket to a place that provides great food and a vibrant, social atmosphere where you can enjoy it."
 
Daniel Coole, UK and Ireland Managing Director, of KellyDeli, the parent company of Sushi Daily, added:
 
“Sushi's popularity is undoubtedly on the rise.  The number of bars and the range available has ensured it's more accessible than ever, but what has enabled Waitrose to deliver our fastest ever roll out is that sushi is meeting the needs of more and more people.
 
“Customers want to have choice and to be inspired while seeking something convenient and healthy. That they can also see their food being freshly handmade in front of them by skilled chefs using quality ingredients means sushi really appeals - and not just as lunchtime option, but increasingly for dinner.”
 
-Ends-
 
For further information:
Please contact Eleanor Gillingham on 01344 824916 or Eleanor.Gillingham@waitrose.co.uk.   

Notes to editors:
 
Waitrose
· *Waitrose recently introduced a new 'Kitchen' concept in four of its shops which offers a choice of freshly prepared breakfast, lunch and dinner options throughout the day.
· It is also has eight branches which feature a  wine bar where customers have the opportunity to enjoy a beer or wine by the glass along with deli platters and tapas as well as stores with juice bars, eat-in bakeries and in store cafes.
· Waitrose currently has 354 shops in England, Scotland, Wales and the Channel Islands, including 64 convenience branches, and another 27 shops at Welcome Break locations. Waitrose also exports its products to 58 countries worldwide and has eight shops which operate under licence in the Middle East.
 
Sushi Daily
For more information on Sushi Daily, visit www.sushidaily.com.   
**The crunch roll recipes below were a first in the UK, created by Sushi Daily to introduce new Japanese fusion sushi to consumers.

• Salmon Crunch Roll - Fresh salmon, avocado and cucumber, topped with mayonnaise and unagi sauce and crunch onions.
• California Crunch Roll - Surimi, avocado and cucumber, topped with mayonnaise and unagi sauce and crunch onions. 
• Avocado Maki - A simple yet delicious sushi that heroes avocado. The Maki range is fit for adding a bit more to your meal or on its own as a snack.

***Waitrose and Sushi Daily will introduce four new products featuring Yellowtail this summer:  

• Yellowtail Maki - Standard maki with Yellowtail and dill
• Spicy Yellowtail Roll - Yellowtail, cucumber, avocado, spicy mayonnaise and Shichimi
• Yellowtail Tartare & Orange - Yellowtail, orange and avocado on a bed of rice, with a sprinkle of mint
• Chirashi Trio - Yellowtail, salmon and tuna on a bed of rice with a sprinkle of sesame seeds