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Sushirullen

On a roll since 2013

Do you believe in the power of sushi and its health benefits?

Sushirullen offers a unique low-calorie sushi fast food without the need of cutlery or china. The rolls are trendy, easy to eat and affordable. Sushirullen has already a strong brand and the vegetarian/vegan community love our veggie part of the menu.

Grab a roll on the go, perfect food for the stressful life.

We have expanded quickly from 4 to 17 stores in the past 8 months and lots of coming progress in the pipeline.

Do you believe in sushi? We do! Join us!

Investor proposal

Investors who sign up for 1,000 shares or more get 20 % extra allotment.
Take the chance to join a fast growing company that has key persons involved with former success stories. Sushirullen has an exciting future with many segments to grow in and ambitious, global plans.

Key investor offer with 20 % extra allotment if you sign up for 1,000 shares or more.

All investors get a 20 % discount VIP-card valid for 2018.

Product

The problem this product solves

Many people are living in a stressful environment where there is a strong need for healthy and affordable fast food. The fast food arena of today mostly offers unhealthy food in combination with more and more demand for better options.

Also, many people loves sushi and there is hard to find options for eating sushi in a quick and convenient way.

How the product solves it

We are offering a tasty and low calorie option which can be consumed on a run without the need for cutlery or china. Our Sushi rolls are prepared ongoing during the day and the customers can choose from a wide variety of ingredients. Many rolls are vegetarian and/or vegan and we are very popular in this segment.

Product features

Our product is within the fast food segment and appeals to people loving Sushi, following food trends and regular fast food customers.

We use only the best ingredients and devote ourselves to create a wide variety of flavours. Different fish, meat and vegetarian options are on the menu and we constantly explores new ideas to implement in our concept.

We do not aim to follow the trends, we aim to create them!

Product use cases

Sushi rolls can be consumed as lunch or dinner but also as a snack between meals. 2-3 rolls is normally a meal but many customers drop in for a quick snack, buying only one roll.

Team

Mikael von Bargen avatar
Mikael von Bargen Development Manager
Earlier Development Agent for fast food chain Subway in territory East Sweden. Took Subway from 1 to 49 restaurants in the area in only 7 years (2006-2013) and was one of the key persons behind Subways rapid growth in the country. Main work tasks were Franchise recruitment and New locations ... See more
Earlier Development Agent for fast food chain Subway in territory East Sweden. Took Subway from 1 to 49 restaurants in the area in only 7 years (2006-2013) and was one of the key persons behind Subways rapid growth in the country. Main work tasks were Franchise recruitment and New locations negotiations. Also worked as Subways official spokesperson in Sweden during this period. See less
Jim Hedström avatar
Jim Hedström Grocery Concept Manager
Formerly responsible for training Franchisee KellyDeli Sweden (traning center manager). Popular known as Sushi Daily. Also Flag Ship Manager KellyDeli Sweden (ICA Maxi Nacka) Has worked in the restaurant industry about 17 years and the grocery industy 5 years at ICA. Has set up 2 companies and been a partner ... See more
Formerly responsible for training Franchisee KellyDeli Sweden (traning center manager). Popular known as Sushi Daily. Also Flag Ship Manager KellyDeli Sweden (ICA Maxi Nacka) Has worked in the restaurant industry about 17 years and the grocery industy 5 years at ICA. Has set up 2 companies and been a partner in one successful Japanese restaurant (Minako). See less
Johan Falk avatar
Johan Falk CEO, Co-founder
Logistician with broad experience from markets like Telecom, Pharmaceutical and Industry. Perfectionist with great eye of constant improvements and embraces challenges with enthusiasm. At age 20 he introduced a new product on the market with Åhléns as key re-seller. Has hitchhiked around Asia and Australia for almost 3 years and ... See more
Logistician with broad experience from markets like Telecom, Pharmaceutical and Industry. Perfectionist with great eye of constant improvements and embraces challenges with enthusiasm. At age 20 he introduced a new product on the market with Åhléns as key re-seller. Has hitchhiked around Asia and Australia for almost 3 years and climbed numerous mountains in Tibet. See less
Margarita Falk avatar
Margarita Falk Operations Manager, Co-founder
Left a key position at St Petersburgs Governor's office to try her wings in Sweden. Many years of experience from franchising company "Husse" as Key Account Manager for Spanish talking countries. Introduced and built up the same company in Russia. 5 years of university education in Business Administration at St ... See more
Left a key position at St Petersburgs Governor's office to try her wings in Sweden. Many years of experience from franchising company "Husse" as Key Account Manager for Spanish talking countries. Introduced and built up the same company in Russia. 5 years of university education in Business Administration at St Petersburg's State University of Technology and Economics. Fluent in 4 languages. See less
Bo Karlsson avatar
Bo Karlsson Senior Advisor, Part Owner
Founder and Concept Manager of one of Swedens most famous Restaurant/Night Club: Karlsson & Co in Stockholm. From 1996 to 2008 Karlsson & Co was one of the market leaders and the yearly revenue grew from 10 MSEK to almost 50 MSEK during this period. Bo also founded LKarlsson & ... See more
Founder and Concept Manager of one of Swedens most famous Restaurant/Night Club: Karlsson & Co in Stockholm. From 1996 to 2008 Karlsson & Co was one of the market leaders and the yearly revenue grew from 10 MSEK to almost 50 MSEK during this period. Bo also founded LKarlsson & Co Food factory at Södermalm, Stockholm during this time where the concept Karlsson & Co “Worlds greatest Sushi” was introduced. A take-away product with high quality and wide variety of Sushi and Sashimi. Bo was one of the first restaurant owners in Sweden to introduce Kaiten Sushi, a Conveyor Belt Sushi in his restaurant OYOY Asian Dining & Express in Liljeholmen, Stockholm 2006. During the period 2009 – 2015 Bo was founder and part owner of Konferensbåtar i Sverige AB and created the concept of M/S Molly, a floating party and conference boat whch is one of the most popular meeting place in this segment. See less
Erik Bergendorff avatar
Erik Bergendorff Board member and part owner
Lawyer specializing in corporate governance, internal control in companies and compliance issues. Previously employed at the Swedish Financial Supervisory Authority and at a law firm. Currently conducting consultancy assignments for banks and insurance companies.

Market

Target Market

Sushirullen is an active player on the fast food market which has a yearly turnover worldwide of around 500 billion Euros.

After Stockholm we are now looking at all of Sweden and nearby countries where Finland is already established market. Next step after that are major markets in Europe like Germany, UK and France.

With many competitors in fast food it's extremely important to stand out as unique and exciting which is our main focus at this stage.

We see the grocery store segment as a fantastic opportunity also and we use a lot of energy to grow our position there.

Competitive landscape

The fast food market has a wide variety of competition with hamburgers, pizza and sandwich chains as main competitors. The global trend is towards more healthy fast food with vegetarian and vegan alternatives where we are positioned. The main competition in this part segment of fast food are salad bars and eco friendly food.

Unique differentiator from competitors

Sushirullen is unique in the Nordic markets being, to our knowledge, the only food chain focusing on Sushi rolls for the fast food industry. We are also the only known Sushi rolls company offering franchise opportunities. Sushirullen is present in 4 big markets - Traditional stores, Grocery stores, Catering and Events where other competitors focus on one or possibly two areas.

Company revenue streams

Sales thru corporate owned restaurants and units in grocery stores. Constantly optimizing operations and cost controls. Active work in growing catering sales thru dedicated sales persons and online marketing, both for own stores and for franchisees.

Building a strong platform for franchising where new entrepreneurs get value for money and professional guidance, both in operations and business models. This leads to a strong team and subsequently a steady income in royalty and entry fees. Strong and successful franchisees open more stores which builds the business quicker.

Special department for event sales which adds revenue and builds the brand name.

Product/service distribution

The sushirolls are produced thru out the day and placed in front unit for public display. The customers get ready rolls served which speeds up the process, all according to our concept with grab and go food. We also serve pre packed boxes of nigiri sushi.

The same system is used inside the grocery stores where our products are pre packed for easy purchasing.

Larger catering orders are placed at least one day before and can be picked up in specified restaurant or have delivered. Add on services like sushirullen staff in place for serving are also very popular.

Execution

Previous milestones/traction

2011 - Preparation starts for opening on the Swedish market
2013 - First store opens on Drottninggatan in Stockholm
2014 - Second store open at Sergels Torg in Stockholm
2015 - Third store opens at Farsta Centrum outside Stockholm
2016 - Forth store opens at Stockholm Central Station. Mikael von Bargen and Bo Karlsson joins the company.
2017 - Big expansion starts thru franchising. Store count goes from 4 to 13 stores during the year. 4 stores opens in Finland thru Area Developers. First Grocery concept store opens at Hemköps flagship store in Stockholm city.

Next key objectives

2018 - Total store count over 30, major rollout of grocery stores concept. Prepare at least one more country.
2019 - Total store count over 50 in 3 countries
2020 - Total store count over 80 in 5 countries
2021 - Total store count over 120 in 8 countries. Stock exchange listing at Nasdaq first north, Stockholm.

Previous Financing

No earlier funding but the company has a loan from ALMI of approximately 1,5 MSEK in total. This partly financed 3 of our own stores.

Partnerships

Sushirullen has an Area Developer program where local partners develop a certain territory/country with own stores and sub-franchisees. Finland is the first area with this partnership and more Area Developers are under negotiation.

In Sweden we have a partnership with Eventsmart, a company present in a large amount of festivals and other events, Sushirullen delivers the food and Eventsmart sells it to the public.

Together with grocery store chain Hemköp we sell Sushi in their flagship store in Stockholm city and already the first month it proved highly profitable. We are now looking to expand the cooperation.

Use of funds

Accelerate growth by expanding head office to meet expectations of quality, service and know-how. 50 % of funds
 
A strong cash position also enables the head company to invest in more key locations when opportunities occur. 25 % of funds
 
Plan/build a central kitchen/education center to be able to handle training, product development and fast growing catering volumes. A central kitchen also builds a platform for possible delivery of pre-packed meals to smaller grocery stores which eliminates the need of Sushirullen staff in the stores. 25 % of funds.

Industry Certifications/Awards

In 2017 Sushirullen applied for and got granted funding of maximum 250,000 SEK for international expansion from the Swedish Agency for Economic and Regional Growth. This is a Swedish state owned agency under the Ministry of Enterprise and Innovation. Sushirullen is the first restaurant related company getting these funds approved.

Return on Investment

Sushirullen plans an IPO in 2021-2022. Before that we budget a yearly profit and dividends starting from 2019.

Risk Analysis

The greatest challenge we face is the task of teaching customers a new product, which many of them haven't seen before. To soften the natural resistance we work with discounted prices and also free samples from time to time in order to get more people inside our stores.

This has shown great success with high percentage of revisiting customers but in the short perspective it affects the cashflow due to higher cost of goods during these campaigns.