Sushirrito

A sushi burrito

Sushirrito is a fast casual restaurant concept that started in San Francisco in January 2011. It is a blend of traditional sushi with the added convenience of having it to-go. Sushirrito offers Asian-Latin fusion sushi burritos that are made-to-order with a counter service, assembly line setup. As of December 2017, it has 8 locations in the San Francisco Bay Area and New York City.[1]

History

Peter Yen, founder of Sushirrito, worked in downtown San Francisco and was hungry for sushi but did not have time to sit down for a meal. Yen believed that sushi did not have to be a meal where one would have to spend a long time to enjoy – he believed that he could make it more convenient for people on the go.

Yen wanted to completely change the way people not only ate sushi, but thought of sushi. Instead of the traditional way, Yen reinvented the process of preparing and assembling sushi to fit the desires of almost everyone.

Yen was also environmentally conscious and was concerned about the local fisheries and over-fishing.[2] He wanted to create a new way to eat sushi that was "fast, fresh, affordable, portable, and environmentally conscious."

Food

Each sushi burrito is created with Asian and Latin ingredients and flavors. The Geisha’s Kiss is one of the most popular items on the menu. Popular flavors include:

  • Geisha’s Kiss (with hand-caught, yellowfin tuna, tamago, piquillo peppers,[3][4][5] lotus chips, namasu cucumber, green leaf lettuce, ginger guac, and yuzu tobiko)
  • Satori (with hiramasa yellowtail, cucumber, pickled red onion, sweet corn, ginger guac, red tobiko and wasabi mayonnaise)
  • Sumo Crunch (with shrimp tempura, surimi crab, shaved cabbage, cucumber, ginger guac, red tempura flakes and sriracha aioli)
  • Mayan Dragon (with crispy chicken katsu, purple potatoes, julienne carrots, pickled red cabbage, ginger guac, shaved jalapeños and curry mole)
  • Salmon Samba (with oven-baked agave-soy salmon, tempura asparagus, namasu cucumber, green leaf lettuce, ginger guac, pepitas, and wasabi dust teri-mayonesa)
  • Porkivore (with pork belly (ume-adobo style), chicharron, shaved cabbage, red radish, ginger guac, and cilantro Peruvian pepper sauce)

In addition, there is a Lava Nachos with brown rice chips topped with tuna picante, melted pepper jack cheese, ginger guac, green onions, and nori strips. There is also a Bonsai Salad with green leaf lettuce, julienne carrots, namasu cucumber, daikon sprouts, and pepitas, topped with wasabi dust passion fruit miso dressing.

Sushirrito does not offer customizability in its food.[6][7] Soy sauce and wasabi are also not offered.[8]

Sushirrito is committed to sustainability by sourcing its fish responsibly. In the San Francisco Bay area, Sushirrito receives its fish from Royal Hawaiian Seafood, which sources its fish based on the Monterey Bay Aquarium’s Seafood Watch’s sustainability criteria and research.[9]

Media coverage

Since its inception, Sushirrito has garnered attention from a range of media outlets, including The Wall Street Journal,[10] CNN, Business Insider,[11] Buzzfeed,[12], food bloggers, and social media celebrities. Sushirrito was also featured in Apple’s Worldwide Developers Conference on June 2014 and on the Apple Watch event on September 2015.[13]

Trademark

Peter Yen created the Sushirrito brand name and trademarked it in 2008. Several years later, Yen collaborated with Ty Mahler, former executive chef of Roy’s Hawaiian Fusion in San Francisco and now the chief operational officer, to launch Sushirrito in January 2011. Buddha Boy Foods, Inc. owns the Sushirrito trademark.[2]

References

  1. ↑ "Sushirrito Website". Sushirrito.com. Retrieved 9 July 2016.
  2. 1 2 "Sushirrito Press Kit" (PDF). Sushirrito.com. Retrieved 9 July 2016.
  3. ↑ Planet, Lonely; Bing, Alison; Benson, Sara; Vlahides, John A. (2016-01-01). Lonely Planet San Francisco. Lonely Planet. ISBN 9781760340308.
  4. ↑ Sushirrito. "San Francisco's Sushirrito® Is Coming Summer 2016". www.prnewswire.com. Retrieved 2017-02-25.
  5. ↑ Bustamante, Lou. "Sushi + Burrito = Sushirrito (and Crazy-Long Lines)". SF Weekly. Retrieved 2017-02-25.
  6. ↑ "San Franciscans are lining up to eat this sushi-burrito hybrid". Business Insider. Retrieved 9 July 2016.
  7. ↑ Robinson, Melia (22 October 2014). "San Franciscans are lining up to eat this sushi-burrito hybrid". Business Insider. Retrieved 9 July 2016.
  8. ↑ "Worth the wait?". Palo Alto Online. Retrieved 9 July 2016.
  9. ↑ "Heard of the Sushirrito yet? People in San Francisco are going crazy for it" (25 February 2015). Fox 61. Retrieved 9 July 2016.
  10. ↑ Passy, Charles (31 May 2016). "A West Coast Craze Heads East". The Wall Street Journal. Retrieved 9 July 2016.
  11. ↑ Al-Hazza, Latifah (22 October 2015). "Sushi burritos and donut burgers? 16 insane food mashups". CNN. Retrieved 9 July 2016.
  12. ↑ Robinson, Melia. "San Franciscans are lining up to eat this sushi-burrito hybrid". Business Insider. Retrieved 9 July 2016.
  13. ↑ "Sushirrito Press Kit" (PDF). Sushirrito. Retrieved 9 July 2016.
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