Kura Sushi Launches Premium Conveyor-Belt Sushi Restaurant in Shinjuku

Kura Sushi has unveiled its second premium conveyor-belt sushi restaurant, Muten Kura, in Tokyo, strategically located on the sixth floor of a building just a minute's walk from Shinjuku Station. This new establishment is the largest of its kind under the premium brand, boasting 193 seats and a focus on higher-grade seafood. The restaurant's menu features an array of meticulously prepared dishes, including a three-piece assortment of Pacific bluefin tuna priced at 980 yen, and thick slices of organic yellowtail for 400 yen. Notably, Muten Kura introduces a same-day delivery service known as Shinkansen Fish, which transports seafood directly from Hokkaido via bullet train, ensuring freshness and quality. This initiative is touted as an industry-first, aimed at enhancing the dining experience in a market saturated with sushi options.

The interior of Muten Kura is designed to provide a more luxurious atmosphere, with indirect lighting and partitions for semi-privacy, allowing diners to enjoy their meals at a leisurely pace. The restaurant employs more staff than typical Kura Sushi locations, with employees trained to provide attentive service, even kneeling beside tables to engage with customers.

Kura Sushi's expansion into Shinjuku comes amid fierce competition, with approximately 100 sushi restaurants within a 500-meter radius of the station. The brand's commitment to quality is evident in its sourcing practices, particularly the focus on Hakodate salmon, known for its rich flavor and texture. The salmon is transported alive to a processing facility, where it is prepared for immediate shipment, ensuring that it retains its distinctive qualities.

In preparation for the opening, staff underwent rigorous training to master the intricate presentation and preparation techniques required for the premium menu items. Challenges included perfecting decorative knife work and ensuring that dishes met the high standards expected by customers.

On opening day, Muten Kura aimed to attract at least 500 customers, and while initial traffic was slow, the restaurant quickly filled up, with patrons praising the quality of the seafood. The same-day delivery program proved successful, with customers enjoying dishes like raw kurosoi rockfish and yanaginomai rockfish, both priced at 420 yen for two pieces. The restaurant's manager expressed optimism for future operations, aiming to continuously enhance customer satisfaction and dining experiences.