Itsu Dark Chocolate Rice Cakes 50g
About the brand
I first visited Tokyo in the winter of ‘94 and fell completely in love with the harmony and precision of the food, every bento box was a work of art.
If beautiful food, fast was humanly possible then Japan was leading the way [and probably why 70,000 people there are over one hundred years old].
I returned home determined to create a new kind of food place altogether.
I had no idea how hard it would be, but itsu Chelsea, London opened in 1997, itsu Soho three years later, followed by 75 more over the next 20 years.
New York 2018 and Paris 2020.
Most of our Asian-inspired menu is under 500 [good] calories and packed with vitamins, fibre & protein, a third is plant-based and the vast majority is under £6.
But it’s still delicious & fast. We often give away free lunch to loyal customers kept waiting more than 90 seconds.
We stick to simple rules: every itsu must have its own kitchen, making nutritious dishes which are steamed [never fried] and made on the spot, with responsibly sourced ingredients.
We have a half-price sale every evening to avoid food waste. Please take a look at our sustainability milestones.
itsu’s wonderful teams are committed to beautiful food, beautifully done. We pay them as much as we can afford, rather than as little we can get away with. They are our heart and hope for a bright future.
I promise we’ll stay restless for another twenty years.