If you think of Itsu, you probably picture a quick sushi spot in London, right? But Itsu isn’t just a go-to for fast-casual dining; it’s also going big in the supermarket aisles.
Since launching Itsu’s grocery line back in 2012, the brand’s mostly counted on its restaurant regulars to pick up those tasty gyozas or noodle cups at the store. But that’s all changing with their latest strategy, which goes beyond the restaurant crowd and dives into the world of new food lovers. Let’s dig into how they’re making it work.
“Eat Beautiful”: The Ultimate Brand Identity
Itsu’s “Eat Beautiful” mantra ties everything together. The brand’s values are clear and strong: good food, good health, stunning presentation, proud employees & a well-designed, harmonious environment.
Whether you’re grabbing a bento box at the store or watching a TikTok on how to jazz up your ramen noodles, the brand message stays consistent: eating healthy doesn’t have to be boring. “Eat Beautiful” reflects a lifestyle that invites people to enjoy nutritious, delicious meals without the hassle or compromise. It’s this dedication to health and happiness that makes Itsu more than just a brand; it’s a destination for people looking to add a little extra joy to their everyday routines.
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One Brand, Two Channels
Itsu has built a seamless brand that covers both restaurant and supermarket experiences. For them, it’s all about making sure that if you buy Itsu at a store, it should feel like the same high-quality experience as dining in. This “one brand” approach means they’ve kept their promise consistent across both channels. If you trust Itsu at the restaurant, you’re more likely to reach for their products at the store without a second thought. It’s a move that keeps things familiar and reinforces their reputation for quality. This seamless brand identity helps Itsu extend its established restaurant credibility into the supermarket aisle, keeping consistency at the core of its messaging.
Getting in Front of Their Ideal Audience
Until recently, Itsu focused mainly on its restaurant crowd for grocery sales. But now, they’re reaching out to a new group: the “look-a-like” audience. Think of people who love fresh, nutritious meals but might not know Itsu’s restaurant legacy. With this shift, Itsu is tapping into a new market segment, opening up Itsu to a larger crowd who may not even set foot in a restaurant but can become devoted fans of the grocery products.
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To reach this new target segment, Itsu is smashing it on socials. Itsu’s brand personality truly shines on TikTok, where they bring a mix of humour, behind-the-scenes peeks, and quick meal ideas using Itsu products. Its content plays into trends, adding a lighthearted side to their brand while staying relevant. They’ve nailed it with a mix of recipe videos, playful product reveals, and humourous takes on popular food hacks. This TikTok presence helps Itsu reach younger audiences, making grocery shopping feel fun and fresh.
Itsu is all about getting their fans involved, and it shows in their feed. They’re big on UGC, sharing videos of real people taste-testing products, trying out fun recipes, and giving their takes on Itsu’s noodle cups or gyozas. It makes the brand feel down-to-earth and relatable. But the fun doesn’t stop there. Their employees jump in on TikTok too, creating short, playful clips that give followers a peek behind the scenes. You’ll see restaurant staff jumping on TikTok trends or office employees sharing their favourite unique topping combos they put on their soup dumplings.
Itsu’s mix of UGC and EGC gives it that “insider” vibe that’s hard to fake. This approach turns their social feed into a hub of creativity where followers can see how versatile Itsu’s products are. Whether it’s a pro in the restaurant kitchen or a fan at home, the message is clear - Itsu’s products are fun, easy, and perfect for anyone who loves good food with a twist.
There we have it! Hooked on Itsu now?
Itsu’s success is built on strong brand consistency, audience expansion through smart targeting, and creative, on-brand social media. Brands that master these tactics can create a cohesive experience that resonates with both loyal customers and new audiences. Itsu shows us that today’s winning strategy isn’t just about product…it’s about personality, connection, and making people want to be part of the experience.
“I’d definitely recommend Fabric to other marketers undergoing a change within their organisation at present, which is most of us given the current state of the world. Fabric has definitely also given me a lot of confidence in my own abilities and has helped support my transition from marketing executive to campaign management.” Itsu’s Marketing Campaign Manager, Naomi Sargant
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