After moving to the U.S. in 1977 as a college student, Japan-born Ryuji Ishii was dismayed that he had limited options to enjoy fresh and affordable sushi, which back home could be found in tiny “mom and pop stores” and large supermarkets.
The lack of availability, together with Ishii’s observation that Southern California was welcoming a growing number of Japanese immigrants, led to a vision of offering affordable fresh sushi to mainstream U.S. consumers and the founding of Advanced Fresh Concepts Corp. 30 years ago.
Starting with zero capital investment, Ishii attributes some of his success to luck because after some bumps in the road, the largest supermarket chain in Southern California believed in his vision and backed his concept.
“What motivated me to start this was that I thought it was a simple, but unique idea to have sushi take-out counters beside everyday American food,” Ishii recalled.
Ishii’s vision and entrepreneurial spirit would eventually make him the takeaway sushi category pioneer and earn him broad recognition ranging from inclusion in the American Enterprise Exhibition in the Smithsonian’s The National Museum of American History to Japan’s Minister of Agriculture, Forestry and Fisheries Award for his contribution in expanding traditional Japanese cuisines and foods.
Today, the AFC Group Companies are the largest franchisor of supermarket-based foodservice counters in the U.S. that serve mainly sushi and other Asian cuisines. The company oversees more than 4,000 kiosks globally, including 3,600 across the U.S. and Canada. Moving beyond supermarkets, AFC franchises have expanded into school cafeterias, sports arenas, hospitals and office buildings, to name a few.
Because sushi is a delicate product, food safety remains the top priority, while quality comes close second. To meet those standards, franchisees undergo a meticulous training system and examination before they are approved.
All of the AFC kiosks are routinely checked to ensure they meet AFC’s stringent global standards.
“Food safety is the first priority. Our suppliers have rigorous food safety programs and quality standards and should be certified in all their processes. Additionally, AFC has its own robust food safety and quality assurance program and a dedicated team of auditors to make sure that compliance is maintained across the entire supply chain,” Ishii stressed.
