Zau Sushi Loses! The Strongest Conveyor Belt Sushi Shop in Japan is It, Gourmets Praise: Delicious and Affordable Ingredients, Must Eat When Visiting Japan

The competition in Japan's conveyor belt sushi market is fierce, ranging from large national chains to popular local brands, with consumer preferences varying by region. Japanese LINE Research conducted a survey of men and women aged 15 to 69 nationwide, asking about their favorite conveyor belt sushi chain and the reasons they like the brand. The results showed that the top three nationwide were Sushiro, Hamazushi, and Zau Sushi/No-Add Zau Sushi. The three major brands all achieved high support rates with their nationwide store expansion, but clear regional differences were observed in Hokkaido, Kinki, and Shikoku. Which sushi shop is the best? Sushiro is first in Japan with 22%, followed closely by Hamazushi at 21.2%. The survey showed that the most popular conveyor belt sushi chain nationwide is Sushiro with a support rate of 22.0%, followed by Hamazushi with 21.2%, and Zau Sushi/No-Add Zau Sushi with 18.2%. The differences among the top three are not large, indicating that while major chain brands dominate the Japanese conveyor belt sushi market, it is not monopolized by a single brand. Additionally, 6.1% of respondents said "These brands are not their favorites," and 10.2% said "They do not go to conveyor belt sushi chains." In other words, about 90% of respondents still dine at conveyor belt sushi chains, reflecting the high penetration of conveyor belt sushi in Japan's daily dining-out market. Regionally, the nationwide first-place Sushiro ranked first in the Chubu, Chugoku, and Shikoku regions, with a support rate of 50.9% in Shikoku, meaning nearly one in two respondents chose Sushiro. Sushiro also ranked first in the Chubu region with 25.0%, and first in the Chugoku region with 26.5%. Hamazushi ranked first in the Tohoku, Kanto, Kyushu, and Okinawa regions. Hamazushi had the highest support rate in the Tohoku region at 28.6%, followed by Kanto at 20.9%, and Kyushu and Okinawa at 24.9%. The survey pointed out that Hamazushi is particularly popular among women in their 20s, with a ratio close to 30%, possibly related to the advertising campaign featuring Kawaguchi Haruna and the introduction of sweet point menus such as "Hama Coffee Laboratory." Zau Sushi/No-Add Zau Sushi ranked first in the Kinki region with 28.2%, the only brand in the region to approach 30%. Zau Sushi had a higher support rate among the teenage demographic, especially among teenage girls at around 25%, indicating that the younger generation has a higher acceptance of interactive designs and collaboration events. In Hokkaido, a local brand won the situation. The first place there was not one of the top three nationwide brands, but Triton, a conveyor belt sushi chain that only operates in Hokkaido and Tokyo, with a support rate of 20.8%; second place was Hamazushi with 18.7%; Sushiro and Sakana-bei tied for third with 11.9% each; fifth place was Nemuro Hanamaru, originating from Nemuro, Hokkaido, with a support rate of 6.1%. This also reflects that Hokkaido consumers still have a strong preference for local sushi brands. Further analysis of the reasons for liking each brand showed that Sushiro supporters most valued "The sushi ingredients are delicious," with a ratio of 40.3%, ranking first; second was "Affordable prices" at 33.0%; third was "A wide variety of ingredients" at 24.0%; fourth was "Short waiting time/Can make reservations" at 23.1%; fifth was "Side dishes and side meals are delicious" at 15.6%. This data shows that Sushiro's greatest strength is still in taste and variety. Consumers not only care about whether the sushi itself is delicious but also about whether they can enjoy a variety of choices at a reasonable price. The survey also pointed out that the ratio of "Many limited-time events and collaboration projects" is higher in Sushiro than in other brands, such as the tuna festival, which may become an important incentive for repeat visits by consumers. The reasons for supporting Hamazushi were more focused on price. The survey showed that among respondents who chose Hamazushi, 47.0% thought "Affordable prices" was the reason they liked the brand, with a ratio close to 50%; second was "The sushi ingredients are delicious" at 33.2%; third was "A wide variety of ingredients" at 25.2%; fourth was "Short waiting time/Can make reservations" at 21.4%; fifth was "Side dishes and side meals are delicious" at 16.9%. Compared to Sushiro, Hamazushi's "Affordable prices" are more prominent, indicating that its brand image is highly linked to high cost performance. The survey also mentioned that Hamazushi regularly offers promotions such as "Limited time 100 yen, tax-included 110 yen," which may be an important reason for choosing Hamazushi for price-sensitive consumers. The first reason for supporting Zau Sushi/No-Add Zau Sushi was also "Affordable prices," with a ratio of 29.5%; second was "The sushi ingredients are delicious" at 21.6%; third was "Short waiting time/Can make reservations" at 21.0%; fourth was "A wide variety of ingredients" at 19.1%; fifth was "Suitable for dining with children" at 18.1%. Compared to Sushiro and Hamazushi, Zau Sushi's feature is in the dining experience. The survey pointed out that although it did not make the top five, the ratio of items such as "The in-store service and gimmicks are interesting," "Many collaboration meals" was higher than other brands. For example, the "Bikkura Pon!" lottery game and collaboration menus with anime and popular characters have added entertainment to Zau Sushi beyond just eating, making it easier to attract family customers and the younger generation. In addition to the top three national brands, the first-place conveyor belt sushi in Hokkaido, Triton, also demonstrated the competitiveness of local brands. The survey pointed out that among the reasons for liking Triton, "The sushi ingredients are delicious," "A wide variety of ingredients," "Large portions of ingredients," "Can eat rare ingredients" had higher ratios, reflecting that consumers have a clear impression of its ingredient quality and regional characteristics. This also explains that while large chain brands gain a national advantage through store expansion, pricing, and convenience, in regions where ingredient sourcing has regional characteristics, local brands can still secure a market position with freshness, volume, and unique items. Overall, the core reasons Japanese consumers choose conveyor belt sushi brands are still "The sushi is delicious" and "Affordable prices." Sushiro achieved nationwide first place with the deliciousness of its ingredients and the richness of its events; Hamazushi attracted consumers with its price advantage, especially receiving support from some young women; Zau Sushi established differentiation through interactive designs, family-friendliness, and collaboration projects; and local brands like Hokkaido's Triton maintained high popularity with local ingredient quality. This survey also shows that conveyor belt sushi is no longer just about comparing prices or items but has entered brand characteristic competition. Consumers, on the one hand, expect affordable and delicious food, and on the other hand, will form brand preferences due to convenient reservations, event planning, family experiences, or regional characteristics. The survey explanation: This survey was conducted by Japanese LINE Research through an online questionnaire to LINE users. The survey subjects were men and women aged 15 to 69 nationwide, and the survey period was from December 1 to December 2, 2025, with 3,152 valid samples collected and weighted correction performed according to the market gender and age structure. Since the figures in the charts are processed by rounding, the sum of some ratios may not equal 100%, and the same percentage may appear differently ranked due to differences in decimal places.