February 11, 2013 by Rob Merlino
Custom sushi is a concept that feels both modern and long overdue. That’s the vision Yeun and Peter Yung had when they launched How Do You Roll, a fast-growing sushi franchise with locations in five states. Their innovation? Allowing customers to build personalized sushi rolls with a wide range of fresh ingredients, alongside traditional sushi offerings. It’s a creative twist on dining that many sushi restaurants haven’t adopted, giving How Do You Roll a unique edge in the market.
The Yung brothers will showcase their concept on Shark Tank, likely serving the judges sushi samples tailored to their individual tastes. Imagine a custom “Mr. Wonderful Eel Roll” for Kevin O’Leary! The pairing of custom sushi with the Shark Tank stage feels like a perfect match, both figuratively and literally.
Sushi for Everyone
For sushi lovers, the idea of quick, fresh, and customizable sushi is undeniably appealing. Whether you’re craving a classic tuna roll or a vegetarian-friendly cucumber-avocado creation, How Do You Roll caters to all tastes. This flexibility makes it an ideal spot for a variety of diners, offering something fresh and fast without sacrificing quality.
The inspiration for this concept came from Yeun Yung’s frustration with the limited sushi options near his workplace. Recognizing a gap in the market, he teamed up with his chef brother, Peter, to create a sushi experience that combined the convenience of fast food with the quality of traditional sushi. Today, with over 15 franchise locations, their vision has resonated with customers, and custom sushi has proven to be a winning formula.
Sushi Meets Shark Tank
On Shark Tank, success depends on more than just a great product; the numbers and valuation have to add up, too. Historically, franchise concepts haven’t always fared well with the Sharks, often due to the complexities of franchising models or concerns about long-term viability. However, How Do You Roll stands out. Unlike pitches in more established niches, like ice cream, this franchise offers something truly unique.
That said, even with its fresh approach and promising track record, the Sharks may hesitate. Franchises have rarely secured investments on the show, as Sharks tend to focus on more straightforward business models. Despite this, How Do You Roll could defy expectations. With strong financials and a clear vision, the Yung brothers might just reel in a deal.
My Take
As a sushi enthusiast, I’m sold on the idea of customizable sushi rolls. The How Do You Roll concept combines convenience, quality, and creativity, making it an exciting addition to the fast-casual dining landscape. While I suspect the Sharks may pass due to their historical reluctance toward franchise investments, I’m all in—starting with a half-dozen tuna rolls to go.
Conclusion
The custom sushi concept pioneered by How Do You Roll is a fresh and innovative take on dining that bridges the gap between fast food convenience and high-quality sushi. By offering a personalized experience that caters to a wide range of tastes and dietary preferences, the Yung brothers have carved out a unique niche in the competitive restaurant industry.
While the Sharks may approach franchise investments cautiously, How Do You Roll has the potential to disrupt the fast-casual dining space and appeal to a broad audience of sushi lovers. Whether or not the Sharks bite, the business seems poised for continued success. For anyone who enjoys sushi, this is one trend worth rolling with.
