SushiDog
Founders:
Greg Ilsen & Nicholas Goldstein
Established:
2017
Investment:
2023
Invested £1.15m over two investments
£350k in March 2023, £800k in August 2023
BACKGROUND
SushiDog is a chain of quick serve restaurants offering fresh rolls and poke bowls across seven sites in central London. Salmon, chicken, duck or tofu are layered on top of a bed of white sushi rice alongside cucumber,avocado, spring onions, edamame beans and other sushi assortments before being wrapped in seaweed rolls freshly in front of the customer. Preparation takes around 30-seconds!
The business was founded by friends Nick & Greg in 2017 who saw a gap in the UK market for an innovative and differentiated lunchtime offering away from the uninspiring, expensive, pre-packed sushi available at the time. They’ve brought that concept to life with a cult-like following and queues out the door across their range of sites.
Why we invested in sushidog?
SushiDog is creating an exciting brand with a new lunchtime concept in large and attractive market. The founders have proven a lucrative and scalable model. Sushidog’s assembly line format allows for quick service and constantly fresh food, generating high customer satisfaction and significant repeat customer rates. Sites are all positioned in high footfall locations, with low set up costs, generating attractive returns.
SushiDog are offering something new, they’ve proven they can execute effectively, they are first and they are the best-in-class with ambition to roll the concept out across London and beyond.
Moving Forward…
Since Middleton Enterprises Growth Capital first invested in March 2023, the business has grown from 4 sites to 7 with a pipeline of central London locations ready to be launched. Middleton is on a long term journey to reach 30 sites and we’re excited to be on the ride with this great team.