SushiDog Expands Beyond London With First Midlands Location

The UK's first customizable sushi concept opens in Birmingham's Bullring shopping center.

Feb. 3, 2026 at 4:55pm

Got story updates? Submit your updates here. ›

SushiDog, a UK-based 'build-your-own' sushi concept, has opened its first location outside of London at the Birmingham Bullring shopping center. This marks the brand's expansion beyond the capital city as it looks to grow its unique kiosk-style sushi offering across the Midlands region.

Why it matters

SushiDog's expansion into Birmingham represents a strategic move to bring its customizable sushi model to a new market beyond London. As consumer demand for convenient, personalized dining options continues to rise, SushiDog's unique approach could resonate with shoppers in the Midlands looking for a fresh take on sushi.

The details

The new SushiDog kiosk in Birmingham's Bullring shopping center will allow customers to fully customize their sushi orders, choosing from a variety of fresh ingredients and toppings. This build-your-own model aims to provide a more engaging and personalized sushi experience compared to traditional pre-made offerings.

  • SushiDog opened its first Midlands location on February 3, 2026.

The players

SushiDog

The UK's first fully customizable 'build-your-own' sushi concept.

Birmingham Bullring

A major shopping center located in Birmingham, England.

Got photos? Submit your photos here. ›

What’s next

SushiDog plans to continue expanding its unique sushi model across the Midlands region in the coming years, with additional locations expected to open in other major cities.

The takeaway

SushiDog's move into Birmingham demonstrates the growing consumer demand for personalized, on-the-go dining options, particularly in the fast-casual sushi market. The brand's customizable approach could resonate with shoppers seeking a fresh take on a classic cuisine.