Fast. Smart. Sushi – The Convenience Market in Transition
Interview with John Örmä, Managing Director of Sushi Circle Gastronomie GmbH
Whether in the local supermarket or as a street food alternative: For nearly 30 years, Sushi Circle Gastronomie GmbH has been bringing Japanese culinary culture to German plates – and with increasing success. With a new brand image, a clear focus on the retail grocery sector, and a spirit of innovation, Sushi Circle aims to expand its position as market leader. In the interview, John Örmä explains how Sushi Circle operates, what customers can expect – and why quality is non-negotiable for him.
Wirtschaftsforum: Mr. Örmä, you have been the Managing Director of Sushi Circle since October 2024. What attracted you to this role?
John Örmä: I originally come from the fashion industry and was active in the industry for over 16 years, most recently at G-Star. The switch to the food industry was a deliberate step for me – I wanted to do something new. Sushi Circle convinced me with its clear focus, team spirit, and dynamics. Here, work is done with passion.
Wirtschaftsforum: The company has a long history already. How has Sushi Circle evolved?
John Örmä: Sushi Circle was founded in 1997 as a classic restaurant concept. At its peak, we had 25 restaurants in Germany. In 2016, a strategic change occurred: instead of focusing on gastronomy, we have since focused on shop-in-shop concepts in retail grocery. The idea: to offer sushi of restaurant quality directly in the supermarket – fresh, quick, and convenient.
Wirtschaftsforum: Since 2023, Sushi Circle has been part of the Japanese Zencho Holding. What has changed as a result?
John Örmä: A lot! With the holding company – and especially the Wonderfield Group, which is part of the group – we have a strong, globally active partner at our side. This opens up new opportunities for us, whether it's access to innovations, expansion, or the development of new concepts. At the same time, we remain operationally independent.
Wirtschaftsforum: A visible sign of this realignment is the new brand image. What is special about it?
John Örmä: Since April 2025, we have a completely new CI. Away from muted colors to a modern, bold, and Japanese-inspired look. We are specifically targeting a younger, trend-conscious audience. The 300th location was already opened in the new design – the feedback is consistently positive.
Wirtschaftsforum: What makes Sushi Circle stand out compared to the competition?
John Örmä: Our uncompromising freshness and quality. We produce daily with the highest standards of food safety. This is our brand core. At the same time, we are continuously expanding our range: In addition to sushi, we now also offer Korean Fried Chicken, bowls, and other Asian dishes – all under the umbrella of a strong brand.
Wirtschaftsforum: You have 'Cobumi' as a second concept in your portfolio. What is it about?
John Örmä: Cobumi is our Vietnamese street food format, currently being tested at two locations. There we offer hot dishes like Pho, Chicken Katsu, or roasted duck. Here too, we are working on a relaunch to make the concept more attractive and efficient.
Wirtschaftsforum: What is your vision for the future of Sushi Circle?
John Örmä: We want to be the first port of call for retail partners who want to implement an innovative food concept. Becoming the European market leader for fresh sushi in retail is our clear goal. The demand is there, we have the structures – now it's a matter of staying on it and continuing to grow.