‘Leaving the bubble’: Itsu on going beyond restaurant awareness to grow grocery
Having grown its grocery presence since 2012 targeting restaurant customers, Itsu is on a mission to build wider awareness while maintaining a one brand approach.
Asian food brand Itsu is aiming to drive awareness of its grocery offering, in particular among consumers unaware of its restaurant proposition.
Itsu was founded in 1997 as a quick-service restaurant brand in Chelsea, rapidly expanding to locations across London. As of earlier this year, the chain had more than 70 restaurants.
While the restaurant brand has been around since the late 90s, it wasn’t until some 15 years later that Itsu began building a presence in supermarkets. Established in 2012, the grocery brand offers products such as frozen gyoza, noodle cups, ramen broth and miso to consumers on supermarket shelves.
For many years, the brand relied on its restaurant portfolio to drive consumers to actively choose Itsu’s grocery range.
