Sushi On has opened a casual dining outlet on Little Bourke Street in Melbourne’s Central Business District [1, 2].
The expansion marks a shift in strategy for the brand, which aims to capture the lunchtime market by offering a refined alternative to standard quick-service sushi options. By positioning itself as a "fancy daytime spot," the restaurant seeks to attract professionals looking to avoid the typical midday rush [1, 2].
The new location is an offshoot of the established Sushi On fine-dining restaurant located in Kew [1, 2]. While the Kew flagship is known for a more formal atmosphere, the Little Bourke Street outlet is designed for a more casual flow, though it maintains the elegance associated with the parent brand [1, 2].
Located in the heart of the CBD, the outlet focuses on providing high-quality sushi that caters specifically to the schedules of nearby office workers [1, 2]. The concept encourages patrons to visit outside of peak hours to enjoy a more relaxed dining experience [1, 2].
This move allows the brand to diversify its reach by bridging the gap between high-end evening dining and the fast-paced nature of city lunches [1, 2]. The restaurant emphasizes a curated experience that departs from the common hand-roll trends currently seen in the city [1, 2].
“Sushi On has opened a casual dining outlet on Little Bourke Street in Melbourne’s Central Business District”
The opening of a casual CBD outlet by a fine-dining establishment suggests a growing trend in Melbourne's hospitality sector where luxury brands create 'accessible' versions of their service to capture daytime corporate spending. By targeting the gap between fast food and formal dining, Sushi On is attempting to monetize the lunchtime window without diluting the prestige of its flagship Kew location.
