Based on the “kaiten sushi” invention of the revolving sushi conveyor belt, Genki Sushi combines traditional sushi with modern technology. Some stores feature double rail express systems with touch-screen ordering capabilities.
Genki has a “sister store” called “Sen-Ryo” which is geared towards higher end audience, while Genki is geared towards a broader audience. Genki sushi started in 1990 but has now expanded to 4 different countries outside Japan – Kuwait, Hong Kong, Singapore and United States.
I was charged with a rebrand of their American branch, to facilitate greater cultural understanding and adoption of the brand.