The fast casual dining market currently lacks options that combine the health benefits of sushi with the customization model popularized by sandwich chains, while also meeting consumer expectations for portable, substantial meals. Traditional sushi restaurants offer limited customization, and existing build-your-own concepts typically don't provide Asian-inspired ingredients. This creates an opportunity for a new type of dining experience that caters to health-conscious consumers who want more control over their sushi-style meals.

The Concept

One approach could be a fast-casual restaurant where customers assemble their own sushi burritos or bowls along an assembly line. The process might include:

• A base station offering sushi rice, brown rice, quinoa, or greens
• A protein bar with options like raw/cooked fish, tofu, chicken, or plant-based proteins
• 30+ topping choices ranging from traditional (cucumber, avocado) to fusion (kimchi, spicy mayo)
• A wrap station where staff assist with rolling using nori or soy paper

The experience could mirror the efficiency of sandwich chains but with sushi-grade ingredients and Asian flavor profiles. Digital menu boards might suggest popular combinations for customers unfamiliar with the concept.

Target Market and Execution

The primary customers would likely include health-conscious millennials and Gen Z, office workers seeking lunch alternatives, college students, fitness enthusiasts, and adventurous eaters interested in Asian-fusion cuisine. For execution, one might consider:

1. Starting with a single location in an urban area with high lunchtime traffic, focusing on a limited menu of 4 proteins and 20 toppings
2. Expanding to include digital ordering kiosks and additional locations once the concept proves viable
3. Eventually developing a franchise model and potentially grocery store meal kits

Differentiation and Advantages

This concept would differ from existing options like Sushirrito (which offers limited customization) and Pokeworks (which focuses on bowls rather than wrapped formats). The operational model could combine the best aspects of these approaches - the customization efficiency of sandwich chains, the innovation of sushi burritos, and the freshness of poke - while creating a distinct niche. Potential advantages might include standardized processes for efficiency, strong supplier relationships for quality ingredients, and first-mover advantage in this specific market segment.

Key considerations would include maintaining food safety standards with raw fish, managing ingredient waste from customization, and differentiating from existing sushi spots by emphasizing speed, customization, and portion size.