Kroger Sushi Is America’s No. 1 Importer of This Japanese Food Genre

Have you had your fill of Kroger sushi yet? The Wall Street Journal reported that "the nation’s biggest grocery-store operator sells more than 40 million pieces of sushi in a typical year." As the Cincinnati-based retailer continues to expand, it's become apparent how Kroger is using sushi as a catalyst to branch out and stay competitive as Walmart and Target remain critical grocery competitors.

In addition to consumers' grocery dollars, buying Kroger sushi means consumers are tapping into their budget for eating out or dining in restaurants. According to Kroger's team of executives, their collected data shows that "the rolls bring new customers to its stores and encourage existing shoppers to visit more often. The grocery operator says it noticed in 2020 when it was reviewing data from consumer-research firm Circana Group that it was the nation’s biggest sushi retailer."

This has a tremendous impact on multiple sectors. According to Axios, "When chains like Kroger — which has some 2,700 stores all over the U.S. and sells sushi at two-thirds of them — turn foods from other countries, like sushi, into big business, they become dining table staples and change the national palate."

Stuart Aitken, Kroger's chief marketing officer and chief merchant, stated, “When customers think of sushi, we want them to think of Kroger." Other grocery retailers have been offering comparable options with their in-house delis, food bars, bakeries, and prepared meals. Additionally, the WSJ noted that "sales volumes of sushi sold at U.S. retailers are up more than 50% over the past year, and dollar sales are up roughly 72%, according to Circana."

Such a lofty goal clues consumers in on how Kroger might be shifting its strategy to become a destination not just for groceries, but also for dining. If this is the case, then supermarkets might begin blurring the lines between places that sell fresh food, places that offer fully prepared meals, and places with full-service in-house dining. Although not exactly groundbreaking, since Asian grocers such as H Mart have been offering sushi items to go and for dine-in, it signals how the supermarket landscape might be evolving.

Kroger's sushi prides itself on quality ingredients outsourced from Yummi Sushi and Snowfox, with the latter being a franchise sushi bar run inside the grocery store. Kroger also mentioned how they follow strict guidelines for quality sushi and food safety requirements, with regular inspections performed routinely.

Whether sushi restaurants feel threatened or will be negatively impacted remains to be seen. The WSJ interviewed shoppers and one sushi restaurant chef. The chef mentioned how he sees no competition with his restaurant. He respects Kroger's sushi offerings, but he's confident in his high clientele niche and specialized menu offerings. Shoppers commented how they found it convenient to be able to buy quality sushi on the go and at locations that are much closer than sushi restaurants in their particular area.