Behind the Scenes with Sushi & Co.

We’d love to learn your story, how you joined the restaurant industry, and what inspired you to start Sushi & Co.?

"I'm Sueya Lee, the owner of Sushi & Co. We opened this branch last May, and it's our fourth location in Manhattan. I started my business in 2019, with our first store located in the Financial District. From there, we expanded to other areas, including 45th Street near Grand Central and 36th Avenue. Our specialty is sushi made with natural black rice. It’s incredibly nutritious, with more antioxidants than blueberries, and has fewer calories than brown or white rice. I thought it would be a great idea to incorporate this into sushi, and since then, we've sold nearly a million pieces of black rice sushi. That's what really put us on the map."

Tell us about Sushi & Co. How do you define the concept of your restaurant?

Sushi & Co.'s black rice, often called 'forbidden rice' or 'emperor’s rice,' was historically reserved for royalty due to its high nutrient content and antioxidants, which makes this dish not only delicious but also incredibly healthy.

"Sushi & Co. is unique because we focus on using natural black rice for our sushi. It's not just healthier, but it also offers a richer flavor profile. Our customers can also customize their sushi with our sushi box option, where they can mix and match four different rolls for the price of two. This gives them more variety and a personalized experience that keeps them coming back."

What has it been like expanding Sushi & Co. to four locations in such a short time?

"The first store was definitely the hardest to open because I had to set up everything from scratch. But after that, expanding became easier because we established a standard menu, interior concept, and staff training. It’s almost like a franchise now. My goal is to open 200 stores nationwide in the next 10 years, with Chicago as a potential next step."

What is your favorite menu item, and what has been the most popular among your customers?

Sushi & Co.began serving their trademarked 'Black Sushi' back in 2007, and since then, it’s become a staple for those seeking a healthier and more flavorful sushi experience.

"My personal favorite is the black rice sushi with salmon and avocado. The combination of salmon with the black rice is perfect. But our most popular dish by far is the black spiced tuna roll. We've sold over a million pieces of it since we started."

What has been the most rewarding aspect of being a restaurateur?

"The most rewarding part is seeing customers enjoy what we make. Restaurant work isn't just about the food; it's about dealing with people—both customers and staff. It’s challenging, but when customers appreciate what we do, it makes all the effort worthwhile."

What advice would you give to other restaurant operators looking to expand their brands?

"The hardest part of expanding is setting up a standard for every location. Each store needs to have the same recipe, the same setup, and offer the same experience. It’s not easy to achieve, and I'm still working on perfecting it. But it’s essential if you want to maintain your brand’s integrity as you grow."

Can you walk us through a typical day running Sushi & Co.?

"Since three of our stores are close to each other, I can visit them daily. I usually stop by the Financial District location once a week because it’s farther away. We have branch managers who handle the day-to-day operations, so I don’t need to be at each location every day, but I stay involved to ensure everything runs smoothly."

Who would be your dream customer to come in and try your sushi?

"I'm not really into social media, but I do appreciate influencers and TikTok creators. I think they have the power to introduce more people to our unique sushi, especially the benefits of black rice."

What would you like people to know about Sushi & Co.?

"I want more customers to learn about the benefits of black rice. Even today, about 70% of our customers are new, and they often don’t know how good black rice is until we explain it to them. Once they try it, they usually become regulars."