Who knew sushi could spark a billion-dollar revolution? What started as a humble Japanese delicacy has morphed into a uniquely Australian phenomenon, complete with crispy chicken rolls and teriyaki beef fillings. But here's where it gets controversial: is this still sushi, or has it become something entirely new? Let’s dive into the story of how Aussie sushi rolled its way into the hearts—and wallets—of a nation.
On January 10, 2026, Raymond Chen, the CEO of Sushi Hub, made one thing crystal clear: ‘We are not for sale.’ This statement came on the heels of a reported $1 billion valuation by The Australian Financial Review, which unleashed a torrent of calls from investors eager to grab a slice of the sushi pie. ‘I received over 100 calls from private equity firms and fund managers,’ Chen revealed. ‘But we were never on the market.’
Chen is one of the pioneers who transformed sushi from a niche dish into a fast-food staple in Australia. Over the years, Aussie sushi has carved out its own identity, with hand-rolls and fillings like teriyaki beef, chicken katsu, and tempura prawn becoming household favorites. As food writer Adam Liaw aptly put it, this hybrid cuisine is distinctly Australian—and it’s here to stay. But this is the part most people miss: while Aussies fiercely debate McDonald’s vs. Hungry Jack’s or Guzman y Gomez vs. Zambrero, sushi chains haven’t sparked the same brand loyalty. Why?
Australia’s two sushi giants, Sushi Hub and Sushi Sushi, dominate the scene with nearly 200 stores each. Yet, their differences—beyond their names—aren’t widely understood. Sushi Hub reigns in New South Wales with over 90 stores, while Sushi Sushi holds its ground in Victoria with 95. Both aim to expand domestically (Sushi Hub to 500 stores by 2036, Sushi Sushi to 450 by 2035) and internationally. But while Chen fends off investors, Sushi Sushi’s majority owner, Odyssey, has been actively seeking a buyer since May 2025. ‘The process is progressing,’ confirmed Sushi Sushi CEO Stephen Anders, hinting at strong interest in their ‘category-leading platform.’
Here’s where it gets intriguing: Despite their rivalry, Chen and Anders share a mutual respect. ‘Every time I get a call, I tell them Sushi Sushi is for sale,’ Chen joked. ‘I’m helping Stephen.’
The birth of Australian sushi is a tale of innovation and adaptation. Independent mum-and-pop stores still dominate, accounting for 65-70% of sushi outlets. Yet, Sushi Hub and Sushi Sushi together make up 40% of total takeaway sushi sales, despite representing just 15% of outlets. A third player, Sushi Izu, operates over 240 locations, mostly within Woolworths supermarkets.
Chen’s journey began not with sushi, but with an Asian bakery chain called Bread Top. It was their landlord who suggested they open a sushi outlet in Cabramatta, western Sydney. ‘Nineteen years ago, many people had never tried sushi,’ Chen recalled. ‘We had to educate customers, offering free samples and explaining that sushi isn’t just raw fish.’
What sets Aussie sushi apart? It’s all about familiarity. Australians prefer cooked fillings like beef, chicken, and veggie tempura, served in the beloved hand-roll format. Chen’s lack of sushi-making experience actually worked in his favor, allowing him to approach the product from a customer’s perspective. ‘I don’t like cold rice,’ he admitted. ‘Warm rice is softer, and you can smell the freshness.’
But here’s the secret sauce: Sushi is a numbers game. Freshness—and the perception of it—is everything. Sushi Hub’s glass counters showcase rows of nigiri and inari, handmade on demand. Regional preferences also play a role; Queenslanders, for instance, love pairing chicken sushi with beer. Most rolls are made and sold within two hours, as Chen explains, ‘Our business is about volume, not high margins.’
Australia’s top-selling rolls? Crispy chicken, chicken teriyaki, salmon and avocado hand rolls, and tuna salad rolls. These crowd-pleasers appeal to everyone, from high schoolers to corporate workers. ‘Younger generations snack up to five times a day,’ noted retail consultant Suzee Brain. ‘Sushi’s size and price point make it perfect for on-the-go eating—you can even use your phone with one hand.’
Takeaway sushi thrives in high-traffic areas and requires less space than other fast-food outlets. Sushi Hub and Sushi Sushi are part of a new wave of Australian chains, alongside El Jannah and Yo-Chi, aiming to go global. Sushi Sushi has already made strides, with stores in New Zealand and plans for Saudi Arabia and India. Sushi Hub, meanwhile, is focusing on domestic growth but has its eyes on the US, Europe, Asia, and the Middle East. Becoming a Sushi Hub franchise partner isn’t easy—you need to work in a store for at least five years.
So, is Aussie sushi still sushi? Some purists might argue otherwise, but its success speaks for itself. As Chen puts it, ‘International expansion will happen when the opportunity arises.’ And to hungry investors, he offers a glimmer of hope: ‘We’re not ruling out a sale in the future, but our focus is on building a strong business.’
What do you think? Is Aussie sushi a brilliant innovation or a departure from tradition? Let us know in the comments—we’d love to hear your take!
