Wasabi, the sushi and bento chain, is to launch a new bakery concept in the UK, MCA has learnt.
Called Soboro Bakery, the group will debut the new format next to its existing eponymous site in the Lion Yard shopping scheme in Cambridge this autumn.
It is thought that the 46-strong group, which also operates the Korean-influenced Kimchee concept, is basing the concept on Japanese-style “soboro” streusel bread, a sweet bun that is crunchy on the outside and soft inside.
Wasabi, which recorded a 44% fall in EBITDA in the year to 2 January, despite revenue rising 14.3% to £72.7m, has a further opening lined up for its eponymous brand in Oxford and a third site in New York.
It recently opened a new site in Ealing Broadway.
The group is set to open its second Kimchee restaurant later this year in St Pancras Square, King’s Cross.
It currently operates a Kimchee restaurant in High Holborn and two Kimchee To Go sites on New Oxford Street and The Strand.