Part 2: Opening a Japanese Restaurant in Italy

Startup Costs and Investments

Opening a Japanese restaurant in Italy requires a significant upfront investment. It’s important to plan for both initial startup costs and sufficient working capital for the first year of operations. Below is a breakdown of typical cost components and their estimated ranges:

Expense Category	Estimated Cost (EUR)
Company registration & legal fees (including permits)	€2,000 – €5,000
Location rent/deposit (for first months)	€3,000 – €8,000 (depending on city/size)
Renovation and décor fit-out	€20,000 – €50,000 (basic) up to €100,000+ (high-end)
Kitchen equipment and appliances	€30,000 – €70,000 (for quality commercial equipment)
Initial inventory (food & beverage stock)	€5,000 – €15,000 (to start)
Marketing and signage	€3,000 – €10,000
Contingency fund (unexpected costs)	~10% of total budget

Table: Typical startup cost breakdown for a new restaurant. These figures can vary widely based on location (e.g., Rome/Milan vs. a smaller city), the size and concept of the restaurant, and the level of finish/equipment. An upscale sushi bar in central Milan will skew toward the higher end (or beyond), whereas a small ramen shop in a provincial town might manage on the lower end.

To illustrate, securing a suitable location often requires a hefty deposit and several months of rent upfront. Prime city-center spaces in Italy can easily cost €3,000–€5,000 per month in rent for a mid-sized restaurant footprint, and larger spaces or those in luxury zones can go much higher. Renovation costs also add up: creating the right ambiance (whether a minimalist Japanese zen style or a lively izakaya vibe) and installing specialized fittings (sushi counter, teppanyaki grill, ventilation for frying tempura, etc.) is expensive. Kitchen equipment is a major outlay – a professional sushi counter with refrigeration, high-grade Japanese knives, rice cookers, ramen noodle boilers, and so on must be budgeted for. Many new restaurateurs in Italy find that starting a restaurant can easily run into low six figures (EUR) before the first dish is served.

Additionally, one must plan for operational expenses once open. Payroll will be a big monthly cost (addressed in Part 3), as will ongoing rent, utilities, and ingredient purchases. In Italy, labor can be costly due to taxes and mandatory benefits – chefs and key staff in Milan can command salaries of €2,000–€4,000 a month aloneitalychronicles.com. It’s prudent to have funds reserved for at least 6–12 months of operating expenses, as new restaurants often take time to turn a profit.

Despite the high costs, the potential returns are attractive if the restaurant succeeds. High-end Japanese restaurants can charge premium prices (a successful sushi omakase can gross hundreds of euros per seat), and even mid-range places often enjoy healthy margins on dishes like rolls and noodles. The key is sound financial planning: creating a detailed business plan and budget, possibly with the help of an accountant experienced in hospitality. This plan should outline expected setup costs, pricing strategy, and break-even analysis. As one business advisory notes, a solid business plan with realistic cost and revenue projections is essential for guiding a new restaurant and attracting any external financingcompanyincorporationitaly.comcompanyincorporationitaly.com.

Investors should also consider whether to start independent or franchise. Franchising can reduce some startup headaches (kitchen design, menu, branding are provided), but one must pay franchise fees – for instance, buying into a known sushi franchise will involve a franchise purchase cost plus royaltiescompanyincorporationitaly.com. Independents have more freedom but also bear all the development costs. In Italy, where many Japanese restaurants are independent, success is certainly possible without franchising, provided you allocate your startup capital wisely and perhaps leave a cushion for contingencies.

Licensing and Permits

Italy has a reputation for bureaucracy, and indeed, opening any restaurant involves navigating a number of licenses, permits, and regulatory requirements. It’s crucial to understand and comply with these from the outset – not only to operate legally, but also to uphold the high food safety standards expected in the Italian market.

Before opening a Japanese restaurant (or any food service) in Italy, you will need to obtain or ensure the following:

• SAB Certification (Food and Beverage Service Certificate): At least one person in the management (often the owner or a managing chef) must have a SAB certificate, which involves completing a certified course on food safety and administration. This is a professional requirement to serve food and drinks in Italypandslegal.it. The certificate covers hygiene, food handling, and alcohol laws. Alternatively, having a qualified background (e.g. a diploma in hotel management or 2+ years experience in food service in the last 5 years) can waive this requirementpandslegal.it.
• Business Registration and VAT: You must register your business with the authorities. This includes obtaining a Partita IVA (VAT number) for your restaurantpandslegal.it. You’ll declare whether you’re operating as a sole proprietor or a company. If partnering with others or limiting liability, you’d likely establish a company (commonly an S.r.l., a limited liability company). Italy even offers a simplified LLC form (S.r.l.s) with €1 minimal capital to encourage entrepreneurshippandslegal.it. Registration entails drafting incorporation documents (if a company) and registering with the local Chamber of Commerce.
• Health and Safety Authorizations: Restaurants must comply with strict health regulations. You will file a SCIA (Segnalazione Certificata di Inizio Attività) with the municipality – this is a certified notification of the commencement of your business activitiespandslegal.it. It essentially informs the city that you meet all requirements to operate. Before opening, the local Health Authority (ASL) must be satisfied that your premises and processes adhere to hygiene standards. All food businesses in the EU must implement HACCP (Hazard Analysis and Critical Control Points) protocolscompanyincorporationitaly.com. You’ll need an HACCP plan for your restaurant and proof that you and your staff understand these procedures (often covered in the SAB course). The kitchen and storage areas will be inspected for appropriate layout, sanitation, pest control, etc. as part of the authorization.
• Municipal Permits: Depending on your location, you may require additional permits from the City Council. Common ones include a permit to display an outdoor signpandslegal.it and compliance with zoning and building codes. If your restaurant has outdoor seating, a permit for occupying public space is needed. The premises themselves must have a certified suitability for use as a restaurant – which includes having the required spaces (separate kitchen, storage, restrooms including an accessible toilet, etc.) as specified by lawpandslegal.itpandslegal.it. For example, national guidelines require a minimum kitchen size (often at least 20 m²) and that you have restrooms accessible to disabled customerspandslegal.it.
• Fire Safety and Music: If your establishment is above a certain size or has significant cooking facilities, you might need a fire safety certification. Additionally, if you plan to play music (even background music), you should arrange for SIAE (Italian authors’ society) music rightspandslegal.it.
• Alcohol License: Serving alcoholic beverages (like sake, beer, or wine) requires notifying the Customs Agency and obtaining a license for alcohol salepandslegal.it. In some Italian cities, liquor license quotas exist – sometimes new restaurants inherit a license from a previous business or must purchase one on the secondary market. However, many regions have liberalized this, making it easier to get an alcohol permit as long as you meet safety requirements.
• Labor and Insurance Registrations: Before hiring staff, you must register with the social security (INPS) and workplace insurance (INAIL) authoritiespandslegal.it. These registrations ensure you can duly pay social contributions for employees and have insurance in case of work injuries.

The process may seem daunting, but it’s manageable with proper guidance. Many restaurant owners work with a local commercialista (accountant/legal consultant) or consulting firm to handle paperwork. Missing a step can delay your opening or result in fines, so professional help is advisable. For instance, one legal guide emphasizes that Italy’s regulations for opening restaurants are “articulated and complex,” covering moral, professional, tax, and building requirementspandslegal.itpandslegal.it. Ensuring all these boxes are ticked is part of the cost of doing business.

Italy has been streamlining some procedures – for example, the SCIA allows you to self-declare compliance and start business without waiting for a lengthy license approval, though you must indeed be compliant as checks will follow. Also, foreign investors will be glad to know that foreign-owned companies have the same rights and obligations as Italian ones when obtaining licensescompanyincorporationitaly.com. There isn’t a separate license track for a “Japanese restaurant” per se – it falls under the general category of food service.

In summary, before opening doors you must: set up your business legally, pass the health/hygiene checks (HACCP, ASL approval), notify the municipality of your activity, and have all the necessary certificates (SAB or equivalent experience, etc.) and insurance in place. Once these are done, you will receive a registration and can commence operations. The paperwork may take several weeks to a few months, so incorporate that timeline into your planning. The good news is that by complying with all regulations, you signal to customers and authorities that your restaurant is trustworthy, clean, and professionally run – factors that contribute greatly to long-term success in the Italian market.

Choosing a Business Structure

When setting up the restaurant, one of the early decisions is the business entity type. In Italy, there are a few common structures suitable for restaurants, each with implications for liability, taxation, and complexity:

• Sole Proprietorship (Ditta Individuale): This is the simplest form if you are opening the restaurant on your own. You, as an individual, obtain a VAT number and register the business in your name. It’s easy to set up but there is no legal separation between your personal assets and the business – you carry unlimited liability. Many small family-run restaurants operate this way. However, given the risks in the restaurant business (debts, accidents, etc.), many investors prefer a company form to limit personal liability.
• Partnership (Società di Persone): If you have one or more partners, you can form a general partnership (S.n.c.) or limited partnership (S.a.s.). These are relatively uncommon for restaurants nowadays, as they too often have partners bearing personal liability (at least the general partners). They also don’t provide the ease of raising capital or transferring ownership that companies do.
• Limited Liability Company (Società a Responsabilità Limitata, S.r.l.): This is a very popular choice for new restaurants. An S.r.l. is its own legal entity, offering liability protection – your personal assets are shielded from business debts. It requires some formalities: drafting Articles of Association, a minimum capital (which can be as low as €1 for a simplified S.r.l.), and registration with a notary. There is also an option called S.r.l.s (S.r.l. semplificata), a simplified form of LLC aimed at small startups, which indeed allows €1 capital and has reduced notary feespandslegal.it. Many foreign investors go the S.r.l. route because it provides credibility and protection. You will need at least one director (who can be you) and to maintain proper accounting records annually. The S.r.l. will have its own tax ID and will pay corporate taxes on profits.
• Corporation (Società per Azioni, S.p.A.): This is generally for larger enterprises and unlikely to be necessary for a single restaurant (more suitable if you plan to open a large chain or raise substantial investment). It has higher capital requirements (€50,000 minimum) and more complex governance.

In practice, for a single Japanese restaurant, either a sole proprietorship (if very small and owner-operated) or an S.r.l. is usually chosen. Many restaurateurs opt for the S.r.l. despite slightly more setup cost, for the liability protection and professional image. Indeed, Italy encourages entrepreneurship by offering options like the S.r.l.s. to simplify creating a companypandslegal.it.

Foreign investors should note: you do not need an Italian partner to open a business. You can own 100% of an Italian S.r.l. as a foreigner. The company incorporation process will require identification (if you’re not resident, you’ll need a tax code (codice fiscale) and some paperwork via the consulate or by granting power of attorney to a lawyer to act for you). The companyincorporationitaly.com guide confirms that local and foreign investors follow the same steps: choose the company type (e.g. S.r.l.), prepare the deeds, deposit any required capital in an Italian bank, and register with the Business Registercompanyincorporationitaly.com.

Another structural consideration is whether to open from scratch or buy an existing business. Purchasing an existing restaurant (or taking over a lease/license from one) can save time on permits and renovations, but due diligence is needed to ensure you’re not inheriting hidden debts or issues. Sometimes investors buy an ailing restaurant primarily to acquire its fully fitted kitchen and licenses, then rebrand it into a Japanese concept – this can be a viable strategy.

In summary, choose a structure that balances simplicity with protection. If in doubt, consult a commercial lawyer in Italy who can advise based on your specific situation (investment size, number of owners, etc.). Many find that establishing an S.r.l. is the sweet spot, offering limited liability and flexibility (it can accommodate multiple investors and is seen as more “formal”, which can help when dealing with suppliers or landlords). Once the structure is set, you can proceed with the registrations and permit applications described earlier.

Market Positioning: Upscale or Casual?

One of the keys to success is defining your market positioning and concept clearly – in particular, deciding whether to target the upscale/fine-dining segment or the casual/mass-market segment (or somewhere in between). The Japanese restaurant market in Italy has room for both, but the strategy, costs, and potential returns differ.

Upscale Japanese Dining: If you aim to open a high-end Japanese restaurant (say, an omakase sushi bar, an elegant kaiseki restaurant, or a fusion fine-dining concept), be prepared for higher upfront costs and a more demanding clientele. Upscale diners in Italy expect authenticity, top-quality ingredients, and a refined atmosphere. You might need to invest in importing specialty fish from Japan (for example, real wasabi, uni, or A5 Wagyu beef), hiring a highly skilled Japanese chef (and possibly crew), and interior design that evokes a luxury feel. The rewards are that you can charge premium prices – a fine dining Japanese venue in a city like Milan can charge €100–€200 per guest for a full experience. There is also the prestige factor; you could aim for inclusion in guides and maybe even Michelin recognition if quality is exceptional. Upscale does not necessarily mean a large space – in fact, many fine Japanese restaurants are small (8–30 seats), focusing on exclusivity. The market demand for upscale Japanese in cities like Milan, Rome, and Florence is strong among affluent locals and international tourists/business travelers. As noted, restaurants like IYO in Milan have proven that fine Japanese can achieve full booking and accoladesidentitagolose.com.

However, the challenge in the upscale segment is maintaining excellence. Italian food critics and high-end consumers are discerning. Consistency and authenticity are critical – for instance, if you label something as omakase, it needs to deliver an experience on par with those in culinary capitals. Also, upscale Japanese might be a novelty in certain cities but could face competition in places like Milan which already has a few high-end players.

Casual/Volume Japanese Dining: On the other end, positioning as a casual eatery (such as a kaiten sushi belt restaurant, a fast-casual poke bowl shop, or an all-you-can-eat sushi place) means operating on thinner margins but potentially higher volume. The casual market in Italy, especially for sushi, is very competitive – as mentioned, there are numerous AYCE sushi restaurants that have become local staples. To stand out, you might focus on a niche: e.g., the first authentic ramen-ya in a city, or a tempura bar offering quick meals, or a fusion Japanese street food concept (takoyaki, gyoza, etc.) which is not over-saturated. The demand for casual Japanese is broad: young people, students, families, anyone looking for an affordable exotic meal. If you hit the right price point (lunch specials, combo menus, etc.), you can build a steady trade. The downside is that prices are low, so you need to be efficient in food costs and possibly serve a lot of customers to make profits. Many casual sushi places rely on economies of scale – e.g., centralized fish processing, or using a limited menu that’s easy to prep in bulk.

An important insight from the market is that Italian consumers recognize a difference in tiers of Japanese food. There’s an understanding that a €20 ayce sushi is not the same as a €100 omakase, and they patronize each for different occasions. As an investor, you should pick a lane (or identify a gap between lanes) and tailor everything to it. For example, if you open a mid-range sushi restaurant, you might offer better quality than the AYCE spots but lower prices than fine dining – this could attract middle-class diners who want good sushi occasionally without breaking the bank. Market research in your city can identify if there’s an underserved segment: maybe a city has many cheap sushi buffets but no mid-tier authentic sushi-ya; or maybe it has fine dining and buffet, but no casual ramen lunch spot.

Menu and pricing strategy will flow from your positioning. Upscale places might do omakase-only or expensive tasting menus. Casual places might do combos like “10 pieces of sushi + miso soup for €12” to draw lunch crowds. Keep in mind general Italian dining habits: lunch is often quicker and cheaper, dinner is longer and where they might spend more. You could position, for instance, as a fast-casual lunch venue and slightly upscale dinner venue by having different offerings.

Lastly, consider the location in relation to positioning: A casual concept might thrive near universities or shopping areas; an upscale concept might need to be in a city center or affluent district where clients can afford it. If you’re in a smaller town, the ultra-fine concept might not have enough clientele – a more moderate approach could be wiser.

In conclusion, clearly define if you are going “luxury experience” or “casual convenience”, or another specific niche. Each has its challenges: upscale has higher expectations and costs but potentially high reward and distinctiveness; casual has competition and requires efficiency but a larger customer base. Align your business plan (costs, staffing, marketing) with that positioning. Many failures in the restaurant business come from muddled concepts or trying to be everything to everyone. By contrast, success often comes to those who understand their target market and deliver exactly what that market values – whether it’s impeccable omakase for the gourmet or quick tasty sushi for the student. Italy’s Japanese food market has space for both ends, as long as the execution is right.

Legal Considerations for Foreign Investors

Italy is generally welcoming to foreign investment in the restaurant sector, but foreign investors (especially non-EU citizens) need to be mindful of specific legal considerations when setting up and running a business in Italy.

Ownership and Company Formation: As mentioned, foreigners can fully own an Italian company. There are no nationality restrictions on owning shares in an S.r.l. or being the sole proprietor of a business. That means you do not need an Italian partner by law – an important point for overseas investors. The process of company formation will require you to obtain an Italian tax code (codice fiscale) for any foreign individual who will be a shareholder or director. If you are not physically present, you can grant power of attorney to someone (often a lawyer) in Italy to handle the incorporation on your behalfcompanyincorporationitaly.com. Italy also has a program where you can incorporate remotely, which some law firms advertise, indicating it’s feasible to set up without being in-country every step.

Visas and Residency: If you, as a foreign investor, plan to move to Italy to manage or operate the restaurant, you will need a proper visa. EU/EEA citizens have the right to live and work in Italy freely (they just need to register locally once here). Non-EU citizens must obtain a visa and work/residence permit. One option is the Investor Visa for Italy, which grants a residence permit to those who invest a certain amount in Italy (e.g. €500,000 in an Italian company or €250,000 in an Italian startup, or other thresholds)companyincorporationitaly.com. However, for a typical restaurant investor, these sums might be high; this visa is more geared toward large investors. Another route is to have your Italian entity sponsor you for a work permit as a managerial employee of your own company (since you’ll be the owner, this falls under a self-employment or freelance visa category). Italy’s immigration quotas (the decreto flussi) sometimes include quotas for self-employed entrepreneurs or specific professional roles.

In many cases, foreigners opening a restaurant use the self-employment visa route: you demonstrate to Italian authorities that you are starting a viable business in Italy (business plan, proof of funds, registration of company, etc.), and request a self-employment residence permit. The process involves getting a “nulla osta” (authorization) from a local authority and then applying for the visa at the Italian embassy. The company incorporation site notes that non-EU nationals will indeed need to obtain a permit or visa and that the investor visa is a suitable option for those who qualifycompanyincorporationitaly.com. If you’re actively managing the restaurant, a work permit is required – you can’t legally just run it on a tourist visa.

If you do not intend to move to Italy (i.e., you’ll hire managers and just be an overseas owner), you personally don’t need a visa. But you’ll still need to occasionally visit Italy on business (which can be done on a Schengen business visa or even tourist visa for short stays) to check on operations.

Taxation: Foreign owners should understand Italian taxes. The company will pay corporate tax (IRES) on its profits (24% as of current rates) plus a regional business tax (IRAP, around 3.9%) on operating income. If you draw salary or dividends, those have their own tax treatments. Italy has tax treaties with many countries to avoid double taxation. It’s wise to consult a tax advisor on how to structure any compensation to yourself.

Repatriation of profits: You can freely remit profits abroad after paying Italian taxes. There are no exchange controls in Italy restricting sending dividends or income to foreign owners. Just ensure the bookkeeping is transparent and you declare everything.

Hiring Staff (Foreign vs Local): If you plan to bring in Japanese staff (chefs or managers from Japan), note that each of those individuals will also require work permits (discussed more in Part 3 under hiring chefs). Italy’s work visa system might classify a specialized Japanese chef as an “artigiano” (artisan) or under other work categories – occasionally Italy sets specific quotas for chefs of ethnic cuisine, as some other EU countries do, but these can vary by year. In any case, factor in time for visa processing if you will employ non-EU staff.

Local Laws and Customs: Italy has national laws but also regional and municipal regulations. As a foreign investor, it’s important to be aware of local business customs – for example, some cities regulate closing days for restaurants, noise levels if you’re in residential zones, etc. Engaging a local consultant or an Italian business partner (even if not an equity partner) as an advisor can help navigate these nuances.

In summary, foreign investors enjoy equal rights in opening restaurants in Italycompanyincorporationitaly.com, but the practical aspect of establishing yourself or your staff in Italy requires dealing with immigration law. Plan ahead for visas if needed, and use professional services for company setup and compliance. The bureaucracy can be intricate, but none of it is insurmountable – many non-Italians have successfully opened restaurants (indeed, over 50,000 businesses in Italy’s restaurant sector are owned by foreign nationals, about 13% of the totalilfattoalimentare.it). This statistic includes many Chinese and other Asian entrepreneurs who have opened sushi places, showing that Italy provides opportunities for foreigners in this market. With the right paperwork in place, you can focus on running your restaurant without legal hindrance.

Challenges and Opportunities

Opening a Japanese restaurant in Italy comes with a set of challenges that aspiring owners should prepare for – but also significant opportunities if those challenges are navigated successfully.

Challenges:

• Regulatory Hurdles: As discussed, the bureaucracy of licensing, permits, and visas can be time-consuming. Italy’s system isn’t always the fastest or most transparent, and delays can occur. For example, renovating a venue might require permit approvals for building changes, which in some cases could slow your launch. Patience and persistence (and good local legal help) are necessary to get through the red tape.
• High Operating Costs: Running a restaurant in Italy can be expensive. Labor costs are notable – by law, employees must receive certain benefits, there are collectively bargained wage minimums for sectors, and social security contributions add roughly an extra 30-35% on top of gross salaries paid by the employer. As one analysis pointed out, “if you do everything legitimately in Italy things appear very expensive – chefs can cost €2000–€4000/month in Milan” and that’s before adding waitstaff and managersitalychronicles.com. Additionally, taxes like VAT (10% on restaurant sales of food, 22% on alcohol) affect pricing. Rent in prime areas is high, and utility bills in Italy (electricity, gas) have been on the rise. All these mean you need to achieve a healthy turnover to cover the fixed costs.
• Competition: Depending on the city, competition can be fierce. Major cities have numerous Japanese eateries (some run by very experienced operators). Even smaller towns might have a few Chinese-run sushi places offering low prices. It can be challenging to differentiate your restaurant and attract a loyal customer base, especially if a competitor is underselling with an all-you-can-eat model. TheFork’s survey indicated 17% of new restaurants were oriental in the past yearilfattoalimentare.it – it’s a growing field, so you must be prepared to offer something distinctive (better quality, unique dishes, superior service, or a niche concept) to stand out.
• Ingredient Sourcing: While imports have gotten easier post-EPA, certain fresh ingredients still require careful sourcing. Fish is obviously critical – ensuring a steady supply of sushi-grade fish (salmon, tuna, etc.) may involve working with specialized seafood importers. Availability can be an issue for some items: for example, fresh wasabi or certain Japanese vegetables might not always be obtainable, requiring substitution or growing your own. Sake and Japanese beverages have importers in Italy, but one must navigate those suppliers and potentially higher costs for niche products. Maintaining authenticity without breaking the bank on imports is a balancing act.
• Cultural and Communication Gaps: If you as an owner or your chefs are not Italian, there could be language and cultural barriers in operations. Italian staff and Japanese staff might have different work cultures that need aligning (for instance, Japanese chefs might expect apprentices to be very disciplined; Italian workers might expect more work-life balance). Also, educating customers is sometimes needed – e.g., convincing someone to try a new dish like okonomiyaki requires marketing effort in a place where not everyone knows what it is.
• Economic Fluctuations: Restaurants are sensitive to economic cycles. As of 2025, Italy’s economy is stable but with moderate growth. However, factors like tourism flows (important if you rely on tourists), exchange rates (if importing a lot from Japan), or pandemics (as seen in 2020) can have sudden impacts. A challenge is building a business resilient enough to handle off-peak seasons and economic dips.

Opportunities:

• Gap in the Market: Despite many Japanese restaurants, there are still untapped opportunities. Perhaps your area lacks a truly authentic regional Japanese restaurant, or there’s no dedicated ramen shop while sushi is overserved. Or maybe there’s demand for a higher-end experience that existing places don’t provide (for example, in a city with only buffets, an authentic sushi bistro could flourish). Doing local market research can reveal these gaps. With Italian diners’ interest in Japanese cuisine still growing, a well-positioned new concept can capture their curiosity.
• Growing Consumer Base: As noted, more Italians are eating Japanese food than ever before, and many are moving from occasional curiosity to regular patrons. Younger generations in particular think of sushi or ramen as just another option alongside traditional Italian food. The fact that 96% of Italians expressed willingness to eat sushi (and many with high frequency)businesscoot.com is an astonishing opportunity – it suggests the potential customer base is virtually the entire population, not just niche “adventurous eaters” anymore. Health and novelty trends also favor Japanese cuisine (people looking for lighter or gluten-free options often turn to sushi and sashimi, for example).
• Tourism and International Clients: If you open in a tourist-frequented city, you have the bonus of attracting international visitors (including many Asians or Americans in Italy who may crave Japanese food during their trip). Additionally, Italy hosts many international students and expats who add to the customer pool for ethnic cuisines. A well-reviewed Japanese restaurant in a tourist city can become a destination in itself. For instance, some travelers deliberately seek out sushi in Milan or Rome as a break from Italian food during their stay.
• Support Networks: There is an existing community of Japanese restaurateurs and suppliers in Italy. Tapping into networks like the Association of Japanese Restaurants or local importers can provide guidance and sometimes better deals (bulk importing shared among several restaurants, etc.). Seasoned restaurateurs often share tips at least informally; Italy’s restaurant community can be collegial. Moreover, with the rise of online platforms, knowledge is available on navigating challenges (e.g., many have written about their experiences setting up businesses, which can help newcomers avoid pitfalls).
• Leveraging Delivery and Tech: A new restaurant can take advantage of modern tools from the get-go – partnering with delivery apps (Deliveroo, Glovo, UberEats in Italy) to reach customers who prefer eating at home, using social media marketing (Instagram-worthy food presentation can be a huge draw for Japanese cuisine), and utilizing reservation platforms like TheFork to increase visibility. These are opportunities to accelerate growth that didn’t exist as prominently 10 years ago.
• Fusion and Innovation: Because Japanese cuisine is already accepted, you can experiment with fusion knowing there’s an audience for it. Some highly successful concepts in other countries (sushi burritos, Japanese curry cafes, dessert shops focusing on mochi and matcha) have not yet saturated Italy. Introducing a proven concept from abroad to the Italian market can be a winning formula if localized smartly.

In weighing challenges vs opportunities: yes, it is not easy to run any restaurant in Italy long-term (the closure rates are significant, as with anywhere – about 80,000 restaurants closed during the tough year of 2020pandslegal.it). But those who manage to combine good business practices with a concept that resonates with the public tend to thrive. It’s telling that despite heavy competition, the number of ethnic (especially Asian) restaurants keeps rising, which implies demand is even outpacing the challenges.

Pro tip: Plan for the worst, hope for the best. This means, mitigate risks (set aside extra funds, get good insurance, hire a reliable manager, double-check compliance) while fully exploiting the positives (marketing the uniqueness of your offering, creating a buzz in the community, possibly starting soft with pop-up events to build awareness before grand opening, etc.). If you can survive the initial hurdles and establish a reputation, a Japanese restaurant in Italy can be quite rewarding – both personally (introducing part of Japanese culture to appreciative customers) and financially.

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“Since no staff member speak Japanese, we want to entrust the whole task of hiring Japanese chefs to someone else.”

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