- 14 Mar 2002
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Running sushi, aka conveyor belt sushi or kaitenzushi (回転寿司), have indeed found themselves in an existential quandary. While the automated, rotating serving system has been gradually declining over the past few years, chain operators faced a critical decision in 2023 due to a combination of factors.
Firstly, the COVID-19 pandemic prompted heightened awareness among consumers about hygiene and food safety. The concern centred around the potential spread of germs on exposed food items. But that wasn't the only challenge. Malicious pranks perpetrated by attention-seeking customers further complicated matters. Viral videos showed customers licking utensils, tampering with soy sauce bottles, and even interfering with the food as it travelled along the conveyor belts. These antics forced sushi chains to replace items like soy sauce bottles, tea cups, and other utensils each time new customers arrived.
Choushimaru Co., which operates approximately 80 Sushi Choushimaru outlets in the Tokyo metropolitan area, took a bold step. Their renovated outlet in Nerima Ward, which opened in October last year, eliminated conveyor belts. Instead, they emphasised a more personalised approach to customer service. Before the Nerima outlet's opening, a senior staff member conveyed this message to employees: "We can add value by talking to customers. I'd like you to emphasise serving customers with a human touch and being considerate." Other sushi chains, such as Hama-Sushi and Kappa Sushi, swiftly adapted their serving systems. They now deliver plates ordered explicitly by customers on a straight-line conveyor belt. This shift from the traditional rotating belt system allows for greater customisation and minimises food waste.
While conveyor-belt sushi was initially designed to serve many customers quickly and streamline manual tasks, the recent changes reflect a broader trend. Sushi chains are increasingly leveraging touch panels and other mechanised systems to prepare freshly made sushi to order. This enhances hygiene and provides valuable insights into sales patterns and procurement activities.
The Digiro ordering system, which shows animated images of dishes riding around on the conveyor belt,
was introduced at Akindo Sushiro Co.'s Shinjuku Nishiguchi outlet.
Firstly, the COVID-19 pandemic prompted heightened awareness among consumers about hygiene and food safety. The concern centred around the potential spread of germs on exposed food items. But that wasn't the only challenge. Malicious pranks perpetrated by attention-seeking customers further complicated matters. Viral videos showed customers licking utensils, tampering with soy sauce bottles, and even interfering with the food as it travelled along the conveyor belts. These antics forced sushi chains to replace items like soy sauce bottles, tea cups, and other utensils each time new customers arrived.
Choushimaru Co., which operates approximately 80 Sushi Choushimaru outlets in the Tokyo metropolitan area, took a bold step. Their renovated outlet in Nerima Ward, which opened in October last year, eliminated conveyor belts. Instead, they emphasised a more personalised approach to customer service. Before the Nerima outlet's opening, a senior staff member conveyed this message to employees: "We can add value by talking to customers. I'd like you to emphasise serving customers with a human touch and being considerate." Other sushi chains, such as Hama-Sushi and Kappa Sushi, swiftly adapted their serving systems. They now deliver plates ordered explicitly by customers on a straight-line conveyor belt. This shift from the traditional rotating belt system allows for greater customisation and minimises food waste.
While conveyor-belt sushi was initially designed to serve many customers quickly and streamline manual tasks, the recent changes reflect a broader trend. Sushi chains are increasingly leveraging touch panels and other mechanised systems to prepare freshly made sushi to order. This enhances hygiene and provides valuable insights into sales patterns and procurement activities.
The Digiro ordering system, which shows animated images of dishes riding around on the conveyor belt,
was introduced at Akindo Sushiro Co.'s Shinjuku Nishiguchi outlet.
