itsu has seen rapid growth, from a single London based restaurant and take-away in Vogue House. Now itsu, the Asian inspired fast food chain, focused on serving delicious, healthy fast food through a sustainable business model, is on the verge of opening their first USA restaurant in New York.

After successful projects with Wagamama across the USA, Procure4 were referred to itsu as the ideal partner to help them establish their USA supply chain. Itsu asked Procure4 to work with them across their food, beverage and services categories as they open their first USA outlet, a stone’s throw from Times Square.

Ben Fenton, USA SVP, championed Procure4, believing in our methodology. Ben trusted Procure4 understood the ethos of the itsu brand as they implemented their development strategy across the USA.



Procure4 became an extension to with the itsu team, engaging with key stakeholders to ensure processes, timescales and challenges were thoroughly understood.

Baseline spend and category approach strategies were agreed with key personnel including itsu CEO, Head of Innovation, Health & Safety experts and the main stakeholder, Ben Fenton, the USA SVP before Procure4 took the agreed categories to market.

The Procure4 team negotiated all grocery, Asian Specialty, Beverages, produce, ancillary snack line products, including importing business critical items from Asia as well as providing custom solutions for key menu components. 

Overall more than 250 items were sourced and tested in order to meet the high-quality standards demanded by itsu. 

Alongside specific food and beverage items Procure4 also assisted with the negotiation and organisation of multiple service contracts including garbage disposal, window cleaning, orchid delivery and chemicals.



Together with the itsu project team, Procure4 have sourced and established supply chain partners across a wide range of categories from specialist food and beverage items, imported itsu’s proprietary products from Asia, to generalist cleaning products and locations specific service contracts.

Alongside this, Procure4 also negotiated Master Distribution Agreements with Broadline distributors (Sysco-Metro, Baldor Foods, and New York Mutual Trading Company).

Establishing this procurement footing, within the new territory of the USA market, gives itsu the basis upon which to realise their NYC expansion of a further 20 outlets over 4 years.

Testimonial from itsu

“I have been delighted with the end to end project and will not hesitate to work with Procure4 again. With their expert knowledge they helped keep everything moving along and managed to get everything over the line on time and on budget”.

Ben Fenton, USA Senior Vice President, itsu

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