AMYSUSHI is a fast-growing Asian fusion restaurant chain in northern Italy.
Amysushi has grown very fast and in less than 5 years opened 15 restaurants which are in 3 different formats (interior and offering), but now we want them all to be under one format with centralized communication.
We defined Amysushi's philosophy with one word: “kaizen”, a Japanese business philosophy of continuous improvement of working practices. This allowed us to use the different restaurant formats to our advantage.
The concept of “All You Can Eat” normally is associated with low quality, but Amysushi dishes are made out of high quality ingredients.
Instead of trying to defend the quality of the products under the concept of “All You Can Eat”, we went on offence and focused on communicating the concept of “Best Value for Money”.