Feng Sushi

Feng Sushi is a United Kingdom restaurant chain based in London and focused on sushi, sashimi, bento meals, and related Japanese-style food. The business was established in 1999 by chefs Silla Bjerrum and Jeremy Rose. Its first outlet opened in Fulham, with the founders combining restaurant experience with an interest in New York-style delivery operations. This delivery orientation became an important part of the business model alongside conventional restaurant service. The brand is particularly associated with sustainability in seafood procurement. Feng Sushi has stated that it aims to use sustainably sourced fish and has developed policies covering overfishing, animal welfare, and organic aquaculture. Its sourcing position has included excluding eel and bluefin tuna from the menu because of concerns about the pressure placed on those species. The company has also highlighted more selective sourcing practices, including pole-and-line fishing for its yellowfin tuna and hand-dived scallops. Its cooking oil has been collected for conversion into biodiesel, and the business has promoted more environmentally responsible takeaway practices. Silla Bjerrum’s interest in sustainable sourcing was shaped by a 2001 visit to a Scottish salmon farm, where she became concerned about the welfare conditions she observed. Sustainability subsequently became a central part of her public work and of Feng Sushi’s identity. Bjerrum has argued that responsible sourcing is not only an environmental obligation but also a long-term business safeguard for restaurants dependent on stable fish supplies. Her role as a media commentator helped connect Feng Sushi with the wider sustainable-restaurant movement. The company became a founding member of the Sustainable Restaurant Association and received recognition for its approach to sustainable food service. Its awards included a Sustainable City award in 2012 for sustainability in takeaway food and the Sustainable Restaurant Association’s Award for Innovation in 2013. These distinctions reinforced the brand’s positioning as a mainstream restaurant operator using sustainability as a differentiating principle rather than as a specialist niche. Ownership and management changed over time. Jeremy Rose left the company in 2008, after which Bjerrum became managing director. Restaurant entrepreneur Luke Johnson became the majority owner in 2010. By May 2013, Feng Sushi was reported to operate eight London sites in Fulham, Borough Market, Kensington, Notting Hill Gate, Chalk Farm, South Bank, Billingsgate, and West Hampstead. In 2009, the group reported turnover of £5 million from six sites and employed approximately 150 people; around half of turnover was attributed to online sales at that time. The available reference material does not establish the company’s current site count, ownership structure beyond Johnson’s reported majority ownership, or present financial performance.

Feng Sushi was founded in London in 1999 by chefs Silla Bjerrum and Jeremy Rose. The first restaurant opened in Fulham. Rose had previously operated Nippon Tuk, where Bjerrum had worked, and the two later collaborated on a new business that combined restaurant dining with delivery. Rose drew inspiration from New York-style delivery services, helping establish a format in which online and takeaway sales were important components of the company’s operation. Before founding Feng Sushi, Bjerrum had worked at Nippon Tuk and later for club entrepreneur Robin Birley. Her professional experience covered both food preparation and high-volume hospitality environments. After joining Rose in the new venture, she became increasingly influential in defining the brand’s sourcing standards and public identity. Rose stepped down from the company in 2008, and Bjerrum became managing director. Sustainability became a defining theme after Bjerrum visited a Scottish salmon farm in 2001. The experience led her to question conventional sourcing and to place greater emphasis on fish welfare, aquaculture practices, and the effects of overfishing. Feng Sushi subsequently promoted a policy of using sustainably sourced fish. The chain stated that it would not sell eel or bluefin tuna because of concerns about the depletion of those species. It also publicized more selective procurement practices, including pole-and-line-caught yellowfin tuna and hand-dived scallops. The company identified its yellowfin tuna as its only ingredient transported by air, while used cooking oil was collected for conversion into biodiesel. Feng Sushi’s sustainability program was connected to broader industry debates about seafood supply. Bjerrum became a frequent commentator on sustainable fishing and restaurant procurement, presenting responsible sourcing as a way to protect both marine ecosystems and the long-term viability of fish restaurants. Feng Sushi was also a founding member of the Sustainable Restaurant Association, linking the business to a wider network of restaurants seeking to improve environmental and social performance. The ownership structure changed in the early 2010s. Restaurant entrepreneur Luke Johnson became the majority owner in 2010, while Bjerrum remained associated with the company’s management and sustainability profile. During its expansion, Feng Sushi developed a network of London locations. Eight sites were reported in May 2013: Fulham, Borough Market, Kensington, Notting Hill Gate, Chalk Farm, South Bank, Billingsgate, and West Hampstead. Earlier, in 2009, the business reported £5 million in turnover from six sites and approximately 150 employees. About half of turnover was attributed to online sales, underlining the continuing importance of delivery to the brand’s commercial model. The chain’s public recognition included a 2012 Sustainable City award, selected by Raymond Blanc, for sustainability in takeaway food. In 2013, it received the Sustainable Restaurant Association’s Award for Innovation. These awards reflected Feng Sushi’s attempt to combine an accessible London restaurant and delivery proposition with visible environmental commitments. The available reference material does not provide a complete account of subsequent expansion, current ownership, current management, or present operating results.

• 2013

  Sustainable Restaurant Association innovation award

  [1]Feng Sushien.wikipedia.org

  The chain receives the Sustainable Restaurant Association’s Award for Innovation.

• 2012

  Sustainable City award

  [1]Feng Sushien.wikipedia.org

  Feng Sushi receives recognition for sustainability in takeaway food.

• 2010

  Luke Johnson becomes majority owner

  [1]Feng Sushien.wikipedia.org

  Restaurant entrepreneur Luke Johnson becomes the company’s majority owner.

• 2009

  Reported six-site operating base

  [1]Feng Sushien.wikipedia.org

  The business reports £5 million in turnover from six sites, approximately 150 employees, and online sales accounting for about half of turnover.

• 2008

  Jeremy Rose leaves the company

  [1]Feng Sushien.wikipedia.org

  Rose steps down, and Bjerrum becomes managing director.

• 2001

  Sustainable sourcing becomes a central concern

  [1]Feng Sushien.wikipedia.org

  Silla Bjerrum’s visit to a Scottish salmon farm prompts a stronger focus on seafood welfare and sourcing practices.

• 1999

  Feng Sushi is founded

  [1]Feng Sushien.wikipedia.org

  Chefs Silla Bjerrum and Jeremy Rose establish Feng Sushi in London.

• 1999

  First Fulham outlet opens

  [1]Feng Sushien.wikipedia.org

  The chain opens its first restaurant in Fulham, London.

Mid-market Japanese restaurant and takeaway brand differentiated by sustainable seafood sourcing and delivery-oriented operations.

• Japanese cuisine · 1999

  Sushi

  The core product range consists of prepared sushi made for restaurant dining, takeaway, and delivery. Feng Sushi’s sushi proposition is differentiated by its stated commitment to sustainably sourced fish and by the exclusion of selected species associated with serious overfishing concerns.

• Japanese cuisine · 1999

  Sashimi

  Feng Sushi offers sashimi as part of its Japanese-style seafood range. The product depends particularly closely on the chain’s sourcing policies because it is served with minimal processing. The brand has associated its sashimi and seafood menu with responsible procurement and species-selection practices.

• Prepared meals · 1999

  Bento meals

  Bento boxes provide a packaged meal format suited to takeaway, workplace dining, and delivery. They form part of Feng Sushi’s broader effort to combine Japanese food with convenient service formats, including online ordering and delivery-oriented operations.

• Seafood · 2001

  Sustainably sourced seafood dishes

  The brand’s seafood offering is built around stated policies concerning overfishing, animal welfare, and aquaculture. Examples publicized by the company include pole-and-line-caught yellowfin tuna and hand-dived scallops, while eel and bluefin tuna were excluded from the menu.

• 2001Sustainable seafood sourcing program

  United Kingdom

  Following Bjerrum’s experience at a Scottish salmon farm, Feng Sushi developed a more prominent sustainability position covering fish sourcing, aquaculture, overfishing, and animal welfare.

  Outcome. The sourcing policy became a central part of the brand’s identity and public communications.

  Source
• 2000Delivery-led restaurant model

  London · United Kingdom

  The company developed its restaurant proposition with New York-style delivery services as an influence, combining physical outlets with takeaway and online ordering.

  Outcome. Online sales later accounted for approximately half of reported turnover in 2009.

  Source

• 2010

  Change in majority ownershipM&A

  Background

  The restaurant group reached a point at which external restaurant entrepreneurship and investment became part of its ownership structure.

  Action taken

  Luke Johnson became the majority owner.

  Aftermath

  The available reference material does not specify subsequent ownership changes or the detailed strategic consequences.

  Source

• 2008

  Management transition after co-founder departureOther

  Background

  Co-founder Jeremy Rose stepped down from the company.

  Action taken

  Silla Bjerrum became managing director.

  Aftermath

  Bjerrum continued to shape the company’s operating and sustainability profile.

  Source

• 2001

  Adopt a stronger sustainable seafood strategyStrategy

  Background

  Concerns about fish-farming conditions and the long-term effects of overfishing led the company to reassess its sourcing approach.

  Action taken

  Feng Sushi promoted sustainably sourced fish, species exclusions, selective fishing methods, and environmental measures such as recycling cooking oil into biodiesel.

  Aftermath

  Sustainability became a core element of the brand’s positioning and contributed to later industry recognition.

  Source

1. 1Feng Sushien.wikipedia.org