KellyDeli is a fast-growing, innovative food company committed to bringing the best of Asia to the world. Through our Asian-inspired restaurants, brands and thousands of sushi kiosk across Europe – as well as our support for like-minded entrepreneurs – we help the world to eat better, dream bigger and flourish together.
Bringing the best of Asia to the world takes commitment to the details; the best ingredients, the finest artisanship, the highest levels of food hygiene, and the most appealing new trends. This commitment has already earned us a reputation for the highest quality products, and people, in the business.
Industry Sector(s)
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Our success story
The KellyDeli story begins in 2010 with a strong-willed woman, Kelly Choi. Moving from Korea to France at the age of 17, not speaking the language and with little money, Kelly was determined to make her dreams come true. After various professional experiences, her path crossed with Jerome Castaing. Together they created the largest European network of supermarket sushi kiosks – Sushi Daily.
In order to become a sushi expert, Kelly convinced Yamamoto-san, a famous Japanese sushi master, to train her. After working together for several months in Japan, together they developed Sushi Daily’s famous recipe book, which combines tradition and modernity. They then needed to overcome a huge hurdle – convincing retailers for space in the heart of a hypermarket.
Through hard work and ambition, Sushi Daily has become the European leader in sushi kiosks, offering unparalleled freshness and quality products, all handmade, in the heart of supermarkets including Waitrose & Asda. Recognised for its excellent customer service, Sushi Daily attracts the attention of major retailers wanting to work together.
Year after year, KellyDeli has grown as a company, developing new concepts, such as BamTuk (Wok Cuisine), Korma Kitchen (Indian Cuisine) and most recently, Kelly’s Market (a multi-concept offer) as well as successfully implementing new production formats such as a central kitchen, home delivery and professional catering projects. New sales channels have also emerged across travel retail, convenience stores and online. Constantly on the lookout for new opportunities, KellyDeli is committed to preserving its DNA, which is its core strength.
Our recipe for success
A No 1 location – The first strength of the KellyDeli franchise is its location in the fresh produce area of the store. Thanks to this strategic location, our partners benefit from exposure to the store’s customers from the first day of operation – which brings them a rapid return on investment.
Valuable interactions – From show-cooking and daily tastings to warm welcomes and spontaneous exchanges, engaging and interacting with the customer is at the heart of our concept.
Absolute freshness and exceptional hygiene – In an environment as competitive as large-scale distribution, we must have exceptional standards when it comes to the health and safety of our consumers. Hygiene has always been at the centre of our priorities, in particular thanks to:
- A complete health control plan respected by all teams for incomparable quality
- Complete training in our methods and procedures
- In-depth support from our partners and their teams
- Very regular checks by our teams and by external organizations
- Our core values – At each stage of the partnership, we place the 5 values of KellyDeli at the heart of our exchanges: Totally Together, Constantly Curious, Expertly Excellent, Humbly Honest and Positively Passionate.
Our franchise network:
Sushi Daily
The Sushi Daily network has more than 1,000 points of sale in 12 countries across the world. In the UK, we have a network of 173 kiosks, from Edinburgh to Exeter, in leading retailers Waitrose and ASDA. We work closely with these major retailers, and actively seek new partnerships in the search of the best retail locations.
The Sushi Daily network is made up of more than 270 independent entrepreneurs in the UK, some of whom have 3 kiosks to manage.
Kelly’s Market
Kelly’s Market is the latest addition under the KellyDeli umbrella, which operates in the UK’s largest retailer, Tesco. Kelly’s Market offers a collection of 5 concepts, 3 of which are new brands: My Little Dim Sum, CKN & Bao and Dos Mexicanas.
Kelly’s Market offers hot and cold food-to-go, with a modular approach. Concepts will be adjusted based on the space, with a standard, well-equipped kitchen and cost-effective fascia that can easily be updated to accommodate future brands.
It also showcases products that are freshly made in-store, bringing theatre and excitement to the whole experience and aligning with KellyDeli’s key pillar of customer engagement.
Following a successful launch in Wokingham, Kelly’s Market will soon be operational in Watford, Sutton Cheam, Lunsford Park & Askham Bar with ambitious expansion plans.
Our ideal partners
- An ability to invest £45,000 on average (concept dependent).
- An entrepreneurial spirit and managerial skills.
- An operational partner who invests daily in their point of sale.
- A commercially-minded person with the desire to offer the best service to their customer.
- Passionate about Asian cuisine and keen to produce and sell beautiful, delicious products.
- Motivated to develop themselves within our network.
