This is Not a Sushi Bar

This is Not a Sushi Bar is an Italian restaurant chain specializing in Japanese cuisine, primarily operating in the food retail sector. Founded in 2007 by Matteo Pittarello, the company established itself as a pioneer in offering high-quality sushi for home delivery in Milan. Pittarello, who holds a degree in Philosophy and a master's from SDA Bocconi, brought a background in management consulting to the venture, aiming to merge traditional food service with a technology-driven, scalable business model. He and his partners, including Lorenzo, Ayris, and Marco, launched the business during an economic crisis, focusing on the concept of combining fast food convenience with high-quality, standardized sushi.

The company's business model is centered on a hybrid of physical restaurants and a strong emphasis on technology-integrated delivery and takeaway services. Clients can order through the company's website or dedicated mobile app, which facilitates a seamless process from order to delivery. The target market consists of consumers in Italian urban centers, with a significant concentration of locations in Milan. Revenue is generated directly from the sale of food and beverages through its multiple sales points. The business operates as a privately held, venture capital-backed entity, having secured funding from investors such as Mega Holding (Italy), Rainmakers (Italy), and Eagle Capital Ventures to fuel its expansion.

The core offering is high-quality sushi, designed for a delivery and takeaway format, presented in distinctive packaging. The menu includes a wide variety of sushi options, alongside poke bowls. A key feature of the service is its integration with technology, allowing customers to order via PC, smartphone, or iPad for delivery. The company also implements a loyalty program through its app, where customers accumulate points with orders to receive discounts, fostering repeat business. This approach aims to build a community around the brand, emphasizing quality, customer service, and a competitive price point.

Keywords: sushi delivery, Japanese cuisine, food retail, Milan restaurant chain, Matteo Pittarello, online food ordering, takeaway sushi, venture capital-backed restaurant, food technology, customer loyalty program, sushi chain Italy, poke bowls, ghost kitchen, multi-channel restaurant, restaurant app, premium fast food, Italian food startup, Mega Holding portfolio, food service innovation, direct-to-consumer restaurant