Who knew sushi could spark a billion-dollar revolution in Australia? What started as a humble Japanese delicacy has transformed into a homegrown phenomenon, complete with crispy chicken rolls and teriyaki beef fillings that have nothing to do with traditional sushi—and Aussies can’t get enough. But here’s where it gets controversial: is this fusion cuisine a culinary masterpiece or a cultural misstep? Let’s dive in.
On January 10, 2026, Raymond Chen, the CEO of Sushi Hub, made one thing crystal clear: ‘We are not for sale.’ This statement came after The Australian Financial Review reported a staggering $1 billion valuation for the company, triggering a flood of calls from investors eager to cash in on its success. ‘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 carved out a space for sushi in Australia’s fast-food scene. Over the years, Australian sushi has developed its own identity, far removed from its Japanese roots. Hand-rolls, a staple in Aussie sushi joints, are a homegrown invention, as are the fillings like teriyaki beef, salmon, chicken katsu, and tempura prawn. As Adam Liaw argues in Good Food, this hybrid cuisine is uniquely Australian—whether purists like it or not.
But here’s the part most people miss: Unlike the fierce brand loyalty Aussies show for burgers (McDonald’s vs. Hungry Jack’s) or burritos (Guzman y Gomez vs. Zambrero), the sushi market is less about brand wars and more about convenience and taste. Australia’s two biggest sushi chains, Sushi Hub and Sushi Sushi, dominate the scene, but their differences are often overlooked. Both have nearly 200 stores each, though Sushi Hub reigns in NSW with over 90 outlets, while Sushi Sushi holds its ground in Victoria with 95. Both aim to expand—Sushi Hub to 500 stores by 2036, Sushi Sushi to 450 by 2035—and both dream of global dominance.
While Chen fends off investors, Sushi Sushi’s majority owner, Odyssey, has been actively seeking a buyer since May 2025. ‘The process is progressing,’ said Stephen Anders, Sushi Sushi’s CEO. ‘There’s strong interest in our category-leading platform, with multiple growth pillars in Australia and an emerging international presence.’
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 story of innovation and adaptation. Independent mum-and-pop stores still dominate, making up 65-70% of sushi outlets, but Sushi Hub and Sushi Sushi together account for 40% of total takeaway sushi sales. A third player, Sushi Izu, has 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. ‘When we started 19 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.’
The co-founders quickly learned what Aussies wanted: familiar, cooked fillings like beef and chicken, wrapped in the beloved hand-roll shape. Their lack of sushi-making experience actually worked in their favor, allowing them to approach the product from a customer’s perspective. ‘I don’t like cold rice,’ Chen admitted. ‘Warm rice is softer, and you can smell the difference.’
Their formula? Freshness, quality ingredients, and cleanliness. Australia’s best-selling rolls—crispy chicken, chicken teriyaki, salmon and avocado, and tuna salad—are a testament to this approach. But sushi is also a numbers game. Most rolls are made and sold within two hours, with volume driving the business model.
And this is where it gets really interesting: Sushi’s appeal is multilayered. It’s fast, fresh, convenient, healthy, and affordable, appealing to everyone from high schoolers to corporate workers. ‘Younger generations snack five times a day, compared to three meals for older generations,’ noted Suzee Brain, a retail property consultant. ‘Sushi’s size and price point fit perfectly into this lifestyle.’
Takeaway sushi outlets thrive in high-traffic areas, requiring less space than other fast-food chains. Sushi Hub and Sushi Sushi are part of a new wave of Australian fast-food brands—like El Jannah and Yo-Chi—aiming to go global.
Sushi Sushi has already made strides internationally, with stores in New Zealand and plans for Saudi Arabia and India. Sushi Hub, meanwhile, is focusing on the domestic market 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.
‘We’re relaxed because our focus is always on the Australian market,’ Chen said. ‘International expansion will happen when the opportunity arises.’
So, what’s next for this billion-dollar industry? Chen leaves the door slightly ajar: ‘It doesn’t mean we’ll never sell in the future, but our priority is always the business itself. Even if we were for sale, it would have to be strong.’
Here’s the question for you: Is Australian sushi a brilliant reinvention or a departure from tradition? Let us know in the comments—we’d love to hear your thoughts!
