Kura Sushi Announces Aggressive U.S. Expansion Strategy
Kura Sushi Inc. (NASDAQ:KRUS) disclosed that it will pursue a 20% annual increase in its U.S. store count, aiming to exceed 100 locations by the end of the current year. The company’s long‑term objective is to operate roughly 300 U.S. restaurants, a target it intends to achieve while sustaining the same 20% yearly growth rate.
The expansion plan follows a period of slower growth caused by a shortage of equipment, notably prize‑game units, which have now been integrated into its outlets. Kura Sushi opened its first U.S. restaurant in California in 2009 and has since been building market share ahead of heightened competition.
US Operations Chief Executive Officer Hajime Uba emphasized that “competitors will inevitably expand in the US, and we want to secure those markets before they do,” adding that as rivals struggle to grow, Kura Sushi can capture a substantial share of incremental demand. He also noted that rival Japanese conveyor‑belt sushi chain Sushiro plans to enter the U.S. market later this year, underscoring the competitive pressure.
Kura Sushi stated it has no intention to decelerate its rollout to achieve profitability sooner, indicating that growth remains the primary focus despite the competitive landscape.
Key Figures
- Annual store growth target: 20%
- Expected U.S. store count this year: >100
- Long‑term U.S. store goal: ~300
- First U.S. restaurant opened: 2009 (California)
Competitive Context
- Rival Sushiro slated to launch in the U.S. later in 2026.
- Uba’s strategy centers on pre‑empting competitor expansion to capture demand.