itsu's Slogans & Taglines

Itsu is a British chain of East Asian-inspired fast food shops, restaurants, and grocery products founded in 1997 by Julian Metcalfe—co-founder of Pret A Manger—in Chelsea, London. Inspired by a 1994 trip to Tokyo where every bento box was a work of art, Metcalfe sought to bring Japan’s harmony, precision, and nutritional philosophy to the UK. The name itsu means "whenever" in Japanese, reflecting the brand’s commitment to convenience. The menu spans sushi, gyoza, noodle bowls, rice bowls, bao buns, and miso soups, with the majority of dishes under 500 calories, steamed rather than fried, and 40 percent plant-based. In 2012, the company launched itsu [grocery], extending restaurant-quality products to supermarket shelves across Europe. Today, the brand operates over 80 UK restaurants and supplies 100 grocery products to over 94,000 stores worldwide.

Brand messaging is anchored by the enduring platform eat beautiful, which encapsulates the brand’s mission to deliver good food, good health, stunning presentation, and proud employees in a harmonious environment. The motto beautiful food, beautifully done reinforces this ethos. In 2024, the campaign was revitalised with witty creative such as miso impossible and r-amen to that, celebrating the craft behind hand-folded noodles and traditionally fermented Nagano Valley miso.