Sushi is a Japanese specialty made of seasoned rice with toasted seaweed that is shaped into a roll or sliced into individual pieces and usually accompanied by a variety of vegetables or cooked, smoked, or pickled seafood (Riell). The success of sushi bar programs have proven strongest on the west coast and can be attributed to the large Asian population there and the proximity to Japan.

Many Americans believe that the words Japanese food and sushi are synonymous. However, sushi makes up only one part of Japanese cuisine. Sushi has been diffused into American food culture in many areas. It can be found in fancy or fast-food restaurants, made in the privacy of one's home, or sold in a supermarket.

As for the demand of sushi in supermarkets, there are many reasons why Americans have taken to the idea of picking up sushi at the grocery store. For instance, the health factor, the convenience, and the profitability are three reasons why sushi is hard to resist. Sushi is a success in food service programs in supermarkets because sushi offers high profitability and strong customer convenience (Riell). Sushi combines the valued traits of traditional fast foods such as the "healthful, unconventional, and extremely portable qualities" (Riell). In stores sushi has "an air of freshness, theatrical flair, and international ambience" (Riell). All these characteristics are attractive to the customer in a food store. Sushi is perfect for many Americans because it is low in fat, calories, and cholesterol. It is also highly recommended by many doctors because of these healthy qualities (Riell). Yet, sushi is not for everyone. Sushi bars work best in upscale areas as not a main dish, but as a treat. Items such as a cucumber roll or a California roll (avocado, crab meat, and rice rolled in seaweed) can be a cheap appetizer. But, the cost of sushi can add up depending how much one needs to satisfy his or her appetite.

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