Sushiro Indonesia Goes Beyond Salmon with 1-Piece Sushi

Sushiro Indonesia Goes Beyond Salmon with 1-Piece Sushi

Sushiro, Japan’s No.1 sushi restaurant chain, has officially introduced a major Grand Menu Renewal across all of its outlets in Indonesia. Carrying the narrative “Discover Sushi, The Sushiro Way,” this strategic move aims to educate Indonesian consumers to go beyond “safe” menu choices and begin exploring the rich diversity of authentic sushi through more accessible portion sizes and pricing.

Based on Sushiro’s internal study, consumer knowledge in Indonesia remains largely concentrated on a limited segment—primarily salmon dishes and cooked sushi. The standard two-piece serving size, along with pricing considerations, has often become a barrier for customers who want to try raw fish varieties or more unique toppings.

As a solution, Sushiro now offers more one-piece (1-kan) sushi options, allowing customers to sample a wider range of menu items without worrying about feeling too full or spending too much. This innovation is supported by a new, more competitive pricing structure starting from Rp14,000 (White Plate), Rp19,000 (Red Plate), Rp25,000 (Silver Plate), and Rp33,000 (Gold Plate). Sushiro has also officially removed the Black Plate category (Rp44,000), enabling premium items such as Otoro to now be enjoyed at a more accessible price under the Gold Plate category (Rp33,000).

“Our mission is to make Sushiro the top destination for Indonesian families to enjoy the true adventure of authentic Japanese sushi flavors. Through 1-kan portions and pricing starting from Rp14,000, we want to remove the barriers to taste exploration. We want every guest to experience the same Japanese standards on every visit,” said President Director of Sushiro Indonesia, Koki Hayashi.

The strategy of increasing one-piece portions has proven highly effective during the trial phase. Internal data shows a significant increase of +32% in customer numbers and +14% in total sales. One notable achievement is the sales ratio of 1-kan tuna products, which has doubled compared to the previous 2-piece portions—demonstrating that the Indonesian market is highly enthusiastic about exploring authentic menu options when given the right access.

Several standout items in the new menu include Ebi (Rp14,000), Hokkaido Flounder Tempura (Rp14,000), Minced Tuna Tsutsumi (Rp14,000), Raw Shrimp (Rp14,000), and a popular item that has now become a permanent menu feature, Salmon Cream Cheese Basil (Rp19,000).

The Excitement of Exploration Through Monthly Special Menus

To continuously bring fresh experiences, Sushiro regularly launches thematic menu festivals each month. In April, guests can enjoy Haru Matsuri (March 19 – April 15), which brings the spirit of the Japanese spring season with highlights such as Engawa Tsutsumi and Softshell Crab with Spicy Mayo.

In addition, the Maguro Feast (April 1–15) caters to tuna lovers with a variety of premium preparations, ranging from Fresh Tuna to the special Triple Bluefin Tuna Plate, priced at Rp65,000.

As a complement, Sushiro also offers Payday promotions periodically at the end of each month, providing added value for its loyal customers.