Sticks ‘n’ Sushi: Honored and poised for expansion
EFSS Advisory Board Member Andreas Karlsson (2nd from left) is the CEO of Sticks ‘n’ Sushi, which was recently voted best restaurant group (> 20 units) of the year by British restaurateurs. We spoke with Andreas about the nomination, expansion plans and McWin collaboration.
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Mr. Karlsson, how does it feel to be recognized by your fellow restaurateurs?
We are truly honored to receive this recognition from our industry peers. The award underscores the dedication and hard work of our teams in the UK as well as in Copenhagen and Berlin.
Other notable groups like Hawksmoor, Dishoom, and the Tao Group were also nominated. Why do you think Sticks ‘n’ Sushi received the most votes?
We were shortlisted alongside some fantastic brands, each doing great things in their own way. What unites us all is a passion for top quality and a strong commitment to our people. To be mentioned alongside these brands and to come out on top makes us even prouder.
You mentioned the Berlin location. Currently, there are three Sticks ‘n’ Sushi stores there. How was the past year?
Summer 2024 was quite challenging for all restaurateurs in Berlin, primarily due to the prolonged heatwave, which drives people out of the city, reducing restaurant traffic. The Olympic Games possibly drew some city tourists to Paris who might have otherwise come to Berlin. However, in recent months, we’ve fortunately seen a positive trend, with business coming back, thanks in large part to the tireless efforts of our teams.
Which is the most successful Sticks ‘n’ Sushi restaurant in Germany?
Potsdamer Strasse remains our top-performing location. It’s our first and largest restaurant. We have a healthy mix of lunch, dinner, and take-away guests, with spend per person ranging from €18 to €50, depending on the time of day.
You mentioned the Berlin team: there’s been a recent key change…
Yes, we’ve brought Marie-Louise Madsbjerg back to Berlin. She helped open the first Berlin restaurant on Potsdamer Strasse in 2018. As Director of Operations, she’s now responsible for all three Berlin units and works very closely with our Head Chef Song Lee.
How does the restaurant business in Germany differ from that in the UK or Denmark?
In the UK, especially in London, with 15 units, we’re already a recognized brand known for quality and a distinct dining experience. In Berlin, our guests see our restaurants as destinations for both an attractive, affordable lunch and a dinner spot for evenings with friends or family. However, since our locations are in very different areas, we’ve essentially started as a new player each time. This means we need to work more intensely on our brand recognition. The more restaurants we have, the easier it gets…
Speaking of new stores: A Hamburg location was once mentioned…
Hamburg is still on our radar. I was there recently. We’re currently exploring the market there.
At the end of November, you opened your 15th UK unit at Battersea Station — the third opening since McWin Capital Partners acquired a majority stake in Sticks ‘n’ Sushi in January this year. Do the new investors push for rapid expansion?
Two of the three openings were already planned before the deal. Typically, it takes more than 12 months from site selection to opening. McWin respects my approach of tackling one opening at a time, ensuring each new operation receives the same attention as the very first. However, growth isn’t linear; sometimes two or three opportunities arise at once, then there’s nothing for a while.
How is the collaboration with McWin generally?
Since McWin took over earlier this year, they’ve been incredibly supportive. They’re true experts in hospitality, smart, highly engaged, and involved in day-to-day operations. When employees beyond the top level speak highly of the investors, you know everything fits. I know that McWin wants to succeed with us as a company and a team and share and celebrate these successes with us.
Thank you very much for the interview.
