The chain was founded by Julian Metcalfe, co-founder of sandwich chain Pret a Manger and founder of Metcalfe's Food Company, in partnership with Clive Schlee.
The brand was established in 2008 by Metcalfe's Food Company, headed by Julian Metcalfe who has also co-founded itsu and Pret a Manger.
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In 2004 Krassa was commissioned by the entrepreneur Julian Metcalfe to design the interior and branding of sushi restaurant chain Itsu.
As with successful entrepreneurs such as Enterprise Rent-A-Car’s Jack C. Taylor, Amazon’s Jeff Bezos and Pret A Manger’s Sinclair Beecham and Julian Metcalfe, Aggarwal insists customer service is the guiding principle of his business philosophy.