Hama-sushi closes gap with Sushiro in Japanese conveyor belt sushi market

The Japanese conveyor belt sushi market is seeing a significant shift in competition between major players. Hama-sushi, operated by Zensho Holdings, is rapidly closing the gap with the market leader, Sushiro. While Hama-sushi was a later entrant among the top three chains, its revenue has grown from 72.4% of Sushiro's levels to approximately 80.6% in recent periods. Notably, Hama-sushi has surpassed Sushiro in domestic store count, reaching 684 locations as of August.

Sushiro is responding to market pressures through technological evolution. The chain has been implementing ‘Digiro,’ a large-scale digital touch-panel system designed to enhance user experience and operational efficiency. This system allows for simultaneous ordering from multiple sides of a table and integrates smartphone ordering via QR codes. As of early 2026, this digital system has expanded to over 150 stores nationwide.

Both chains have maintained competitive pricing, starting at 110 to 120 yen per plate, to capture consumer interest amidst rising food costs. While Kura Sushi has seen recent declines in operating profit, the competition between Sushiro and Hama-sushi is intensifying as the domestic conveyor belt sushi market is projected to reach 920.9 billion yen by 2026.