Burger King announces the launch of new seafood-style restaurant ‘Sushi King’

By C.F. Twob
PFP staff writer

Officials of the world’s second-largest hamburger fast food chain have announced plans to branch out to a new fast food chain that focuses on seafood.

Brian Thomas Swette, chairman of the Miami-based Burger King, told Ponderings from Pluto that starting in Summer 2009 they will be launching 50 franchises of Sushi King across America. If the seafood restaurant is successful, they will expand it globally.

Plans currently are to locate Sushi King in waterfront or near-waterfront cities like Miami, Houston, New York, San Diego, Los Angeles, San Francisco and Seattle. The new restaurant, like its name suggests, will specialize in sushi, or raw fish.

“We are convinced that seafood will grow in popularity, and our market researchers tell us that it is workable to prepare and sell sushi in a fast-food environment,” Swette said. “Americans are on the go in this global society, and we want them to realize that the delicacy isn’t just confined to five-star restaurants. It literally will be available from the drive-through.”

Swette said that with the restaurants located on or near the ocean, it’ll mean being able to acquire sushi products faster and fresher.

Sushi King is still testing out slogans, Swette said, declining to say which ones are being considered. He did say, though, that their logo would be similar to Burger King’s except for additional aquatic graphics designed to give it its own identity.

The chairman also denied reports that celebrity chef Masaharu Morimoto, who specializes in Neo-Japanese cuisine and has his own restaurants in New York and Philadelphia, has been privately serving as a consultant for the company regarding this venture.


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