Irish consumers are developing a growing appetite for sushi and Asian street food, a trend that a major international food group is now positioning ambitious entrepreneurs to capitalise on through a distinctive franchise opportunity.
The Wonderfield Group, which rebranded from Snowfox Group in July 2024, is actively expanding its presence in Ireland by offering franchisees the chance to operate kiosks under brands like YO!, Bento, and Sushi Circle within the country’s leading supermarkets.
The Franchise Proposition: Low Entry, High Footfall
A key selling point of the model is that Wonderfield covers all kiosk build costs, removing a significant barrier to entry for aspiring business owners. The initial investment can start from as little as €35,000, though this scales depending on the projected earnings of a specific location.
Franchisees gain immediate access to the established customer bases of retail partners Tesco, Marks & Spencer, and SuperValu. These three retailers hold a significant share of the Irish grocery market; data indicates Tesco held a 23% market share as of June 2024, with Marks & Spencer at 10%. A typical supermarket can see an average of 4,000 customers per day, providing a steady stream of potential customers.
The group promotes the potential for six-figure annual revenues, with some kiosks having reportedly achieved a weekly turnover of up to €13,500 within a month of opening. However, the company and associated materials stress that results vary by location and performance, and past performance is no guarantee of future results.
An Established Global Network
Wonderfield Group is no small-scale operator. It is a leading international multi-channel food business with a global network of over 12,500 locations, including in-store kiosks, restaurants, and grab-and-go outlets. The group serves more than 500 million trays of sushi annually and generates over $2.9 billion in system sales, employing over 5,500 people worldwide.
Its portfolio extends to ten brands, including AFC, Snowfox, Snowfruit, Sushi Izu, SushiTake, Taiko, and Zenshi alongside its more familiar names. The group was recently purchased by Zensho Holdings, a Japanese food service company with a market capitalisation of .5 billion that aims to become the world’s largest food company.
In Ireland, brands like Bento Sushi already have multiple kiosks in Marks & Spencer stores across Dublin, including on Grafton Street, at Liffey Valley, and in Dundrum. Sushi Circle has locations in SuperValu stores in Swords and Clonakilty, while YO! Sushi operates from Liffey Valley Shopping Centre.
Riding a Consumer Trend
The expansion taps into a clear shift in Irish consumer habits, with data showing a significant rise in demand for Asian and Japanese food orders. Consumers are increasingly embracing global cuisines that offer fresh, healthy, and responsibly sourced alternatives.
Wonderfield states it is seeking owner-operators who can bring energy and passion, emphasising excellent service and customer rapport. The group is also open to multi-unit operators with strong leadership skills and provides comprehensive training and support to franchisees.
The company underscores a focus on sustainability, with policies aimed at minimizing environmental impact, responsible sourcing, and ethical business practices. This includes working to reduce its carbon footprint, manage food waste, and promote diversity, equity, and inclusion. It has published sustainability guides and a Sustainable Seafood Policy, updated as recently as May 2024.
Growth is already underway, with over 30 kiosks reported open by the end of 2025 and dozens more in the pipeline. Recent developments include a new Bento sushi bar opening in M&S on Grafton Street in July 2024, which created seven new jobs.
Corporate records show Wonderfield Group Limited is registered in the UK, incorporated in 2015, with its principal activity listed as “Activities of Holding Companies”. Independent analysts Tracxn report the group as an unfunded company operating in a competitive food and beverage sector.
As with any investment, potential franchisees are advised that the value of investments can fall as well as rise, and independent financial and legal advice is recommended before committing.
