Itsu (@itsu_sushi) / Twitter


In the culinary world, Asian cuisine has always held a special place, with its unique blend of flavors, colors, and aromas. Among the numerous Asian food chains, one name stands out for its commitment to providing delicious, healthy, and sustainable dishes – Itsu. With its roots in Japan, Itsu has captured the hearts and taste buds of people worldwide. In this article, we will dive into the fascinating world of Itsu and discover the secrets behind its immense popularity.

The Origin of Itsu

Founded in 1997 by Julian Metcalfe and a team of passionate food enthusiasts, Itsu was born out of a desire to offer a refreshing alternative to fast food. The name “Itsu” means “whenever” in Japanese, reflecting the brand’s vision of serving fresh and delectable meals at any time of day. Starting as a single restaurant in Chelsea, London, Itsu has grown exponentially over the years, now boasting numerous locations across the UK, Europe, and Asia.

Itsu’s Unique Philosophy

At the core of Itsu’s success lies its unique food philosophy, which revolves around the “eat beautiful” mantra. This philosophy focuses on creating dishes that not only tantalize the taste buds but also nourish the body and soul. Itsu believes that eating healthily should never be a compromise on taste or enjoyment. Thus, every item on the menu is a harmonious fusion of flavors, textures, and colors.

A Diverse Menu for Every Palate

Itsu’s menu is a treasure trove of Asian culinary delights, carefully curated to cater to diverse palates. Let’s explore some of the mouthwatering offerings:

1. Sushi and Sashimi

Freshly prepared sushi and sashimi take center stage at Itsu. From classic favorites like California rolls to innovative creations, sushi lovers are in for a treat.

2. Noodles and Rice Dishes

For those seeking comfort in a bowl, Itsu offers a delightful assortment of noodles and rice dishes, including the ever-popular Katsu Curry Udon.

3. Bento Boxes

The bento boxes at Itsu are a complete and balanced meal in themselves, featuring a selection of delectable treats like sushi, dumplings, and salads.

4. Salads and Soups

Itsu’s salads and soups are a testament to the brand’s commitment to freshness and quality. Packed with nutritious ingredients, they are perfect for a light yet satisfying meal.

5. Gyoza and Dumplings

Steamed or pan-fried, Itsu’s gyoza and dumplings are an absolute delight. These bite-sized treats are bursting with flavor.

6. Hot and Cold Beverages

Complementing the culinary offerings are Itsu’s refreshing beverages, ranging from soothing herbal teas to energizing iced drinks.

Emphasis on Healthy Eating

Itsu is a haven for health-conscious diners, offering a plethora of healthy options:

1. Low-Calorie Options

For those mindful of their calorie intake, Itsu has an array of low-calorie dishes that don’t compromise on taste.

2. Vegan and Vegetarian Choices

Vegetarians and vegans will be delighted with Itsu’s extensive selection of plant-based delights, each brimming with flavors.

3. Gluten-Free Selections

Gluten-intolerant diners need not worry, as Itsu provides gluten-free alternatives without compromising on taste or quality.

4. Sustainable Sourcing

Itsu takes pride in its commitment to sustainable sourcing, ensuring that the ingredients used are ethically and responsibly procured.

Freshness and Quality Guaranteed

One of Itsu’s cornerstones is its emphasis on freshness and quality. Every dish is prepared with the finest ingredients, and the brand maintains rigorous quality control across all its outlets.

Itsu’s Popularity and Global Expansion

Over the years, Itsu’s dedication to providing delicious and healthy food has won the hearts of customers worldwide. This has led to Itsu’s rapid expansion, with restaurants now spread across continents.

The Itsu Experience – A Perfect Blend of Tradition and Innovation

Visiting Itsu is not just about indulging in delectable dishes; it’s a unique experience. The restaurants are designed to provide a serene and welcoming ambiance, reflecting the essence of Asian culture.

Itsu’s Contribution to the Environment

As part of its commitment to sustainability, Itsu takes various eco-friendly measures, such as using biodegradable packaging and reducing food waste.

Unveiling Itsu’s Secret Recipes

Ever wondered how Itsu creates its magic? Here are some secret recipes to try at home:

1. Avocado Maki Rolls

Learn to make the irresistible avocado maki rolls, a perfect balance of creamy avocado and tangy rice.

2. Teriyaki Chicken Bento

Recreate the classic teriyaki chicken bento box, a symphony of flavors that will leave your taste buds dancing.

3. Spicy Tuna Handroll

Master the art of crafting a spicy tuna handroll that packs a punch with every bite.

Perplexity and Burstiness – A Foodie’s Delight

Itsu’s menu offers a unique combination of perplexity, with its diverse offerings, and burstiness, with the explosion of flavors in every dish.

How Itsu Prioritizes Customer Experience

Beyond the delectable food, Itsu places a strong emphasis on providing an exceptional customer experience. The staff’s warm hospitality and attention to detail create an unforgettable visit.

Branching Out – Itsu’s Delivery and Takeaway Services

Recognizing the evolving needs of its customers, Itsu offers efficient delivery and takeaway services, ensuring that customers can enjoy their favorite Itsu meals in the comfort of their homes or on the go.


In conclusion, Itsu has undoubtedly earned its reputation as a go-to destination for delicious and healthy Asian cuisine. With its diverse menu, commitment to sustainability, and emphasis on customer experience, Itsu has captured the hearts of food enthusiasts worldwide. Each dish is a masterpiece, carefully crafted to bring joy and satisfaction to diners while promoting a healthy lifestyle.

The brand’s philosophy of “eat beautiful” shines through in every aspect of its offerings, from the fresh ingredients to the delectable flavors. Itsu’s dedication to sustainability and eco-friendly practices sets a commendable example for the food industry.

Whether you are a seasoned sushi aficionado, a health-conscious diner, or someone simply looking to explore the wonders of Asian cuisine, Itsu welcomes you with open arms and a scrumptious feast of flavors.