After struggling to stay open during the Covid-19 pandemic, a sushi restaurant in Japan’s Aichi Prefecture, has found success with an ingenious “macho delivery” service that involves using buff bodybuilders as delivery boys.
Masanori Sugiura, a third-generation owner of the 60-year-old sushi restaurant Imazushi in the city of Anjo, started working out at the gym when he was in his 20s, but he never imagined that his hobby would one day help him keep his family business afloat. The trained chef had seen his profits plummet from the usual 100 million yen ($940,000) for the April-June quarter, to just 10 million yen, because of the coronavirus, and at one point had cut his staff from 50 to just four. But then he had a wacky idea to put his muscles to work as a way of attracting new business, and the “Delivery Macho” service was born.
