Sushi Ninja By Sophie

Pledgeme equity

About Sushi Ninja

The fast fresh and fun way to eat healthy sushi

Our story

We started off as a small caravan located on the New Plymouth Coastal Walkway, selling sushi and other authentic Japanese food.

In 2003, we came from Auckland, after hearing that “The Last Samurai” movie was to be filmed here. Even though we thought we would mainly be catering for actors, extras, and other movie personnel, we ended up having a local cult following asking us to start a restaurant here. Two and a half years later, we opened Sushi Ninja restaurant on the main road in Central New Plymouth.

Ever since we opened in 2007, we have had a growing number of followers which led to our major renovations doubling the seating capacity in 2014.


What we do

We are known for our authentic Japanese cuisine, fresh innovative sushi and our team who strive to provide our customers with excellent service.

By day, we are a casual sushi cafe with a range of takeaway fresh sushi packs to an extensive menu with many popular Japanese dishes.

By night, we are a sake bar which is a very social way of dining by sharing tapas dishes and enjoying these with our wide range of sake.

Our mission "Bringing the authentic flavours of Japan to the people of Taranaki.”


Why we do what we do


Our vision is to provide our customers with authentic flavours and a cultural dining experience. We also want to provide our staff with a positive workplace with future growth potential.

Our long term vision is to purchase a piece of land to provide a safe haven camp for those  Japanese children affected by the triple disaster in Northeast Japan. See Our Journey for more detail on these.


Our values are to create a family ‘at home’ like atmosphere for our staff and our customers. We are proud to be serving authentic Innovative and fresh Japanese flavours. Sushi Ninja is not just a Japanese dining experience but also a cultural experience. We would like to grow together with our community and bring a “mini Japan” to New Plymouth, giving everybody a chance to experience Japanese hospitality and to meet our staff (the Ninja family).

We believe our existing fan base will help this new and exciting sushi restaurant take off whilst also introducing a whole new market to the Sushi Ninja brand.

Sushi Ninja Express “The fast, fresh and fun way to eat healthy sushi.”



The share offer

We are raising a minimum of $150,000 and a maximum of $250,000 through an issue of investor shares in Sushi Bar Ninja Limited, at a price of $1 per share. This constitutes a 13% to 20% ownership stake in the company. The investor shares are non-voting shares.

The minimum investment is $500.
A new company SNE Ltd has been created and is owned 100% by Sushi Ninja. The profit made on both shops will be shared amongst all the shareholders of Sushi Bar Ninja Limited.


What we're raising the money for


We are offering investors who cannot use the perks (due to location) or do not want the perks the option of donating their vouchers to local schools for children to enjoy their free lunches etc.


About our Team

We are so privilidged to not only work with our super talented team but the fact that they are proud to part of this brand. We have three of our staff invested as shareholders now so they believe in our Sushi Ninja brand.

We are like family and often refer to ourselves as "work mum  or work dad". 




Ken Kurota
Hails from Shinjo, Japan where he worked in many fields but finally settling to cheffing which is what he loves to do. “Food is a work of art.” He would say and often surprises our regulars with Ken’s Special by making something nice up for them. He has many years kitchen experience and loves to surf on his time off. He is not only the ‘boss’ but a father figure to a lot of the staff. He is a shareholder and director.



Sophie Kurota
She was born in New Zealand to a Japanese mother (Tokyo) and a Kiwi father. She lived in both countries about half and half and has lived the best of both worlds and considers herself a bi-cultured person. She is the manager and face of Sushi Ninja. She is in charge of the front of house team and marketing and overall making sure things go smoothly. Her hobby is her job. She loves people and loves her customers and team. Often she is referred to the “Work Mum” . She quotes, “Ken fell in love with Taranaki’s surf and I fell in love with the landscape and the people.” She is a shareholder and director.



Toru Funaki
Toru hails from Tokyo and joined the Sushi Ninja team in 2011 first as a working holiday maker. He is also a keen surfer which veered him to the Taranaki but also having heard Sushi Ninja is the best place to work for. He has since went from a holiday maker to a work visa to now a permanent person of the team. He is also a shareholder of the company and believes in the Sushi Ninja brands future. He is our kitchen manager and chef. His skills as a chef is of  high skill and often creates innovative dishes with style. He also is a very likable guy and many of our team consider him a brother figure.



Yoshihiro Ono
Chef Yoshi is also from Tokyo and joined us with his wife and daughter. He joined Sushi Ninja three and a half years ago and now is the Kitchen Manager responsible for all food related things, the kitchen team and suppliers. He prides himself in providing high quality product to our customers. His hobbies include family outings and music as his past passion used to be DJing.



Navjot Singh
Navjot is from India and has joined our team a year and a half ago. His manages our front of house team and makes sure all our customers are absolutely happy. He is a graduate from Pacific International Hotel Management school and brings us a great lot of knowledge and experience to empower our front of house team. His new wife has joined him here to make Taranaki their permanent new home. In his  free time,  he likes to go swimming and walks along the walkway and taking in the beautiful landscape that Taranaki has to offer.



David and Hisae Lynch
David and Hisae are Sophie’s parents. David was New Zealand Travel Commissioner in Japan for 15 years,  opening the first New Zealand tourism office and helping achieve spectacular growth in Japanese visitors to New Zealand  during his sojourn in Tokyo. Hisae was born in Tokyo but has lived more than half her life in New Zealand. Both are semi-retired in Whitianga where they operate an aikido dojo. Since they have been involved in business and cultural exchanges with Japan for decades, they provide valuable advice on the Japan-New Zealand cultural matrix.


What we've done so far

Ken and Sophie started their journey with a humble food caravan parked by the New Plymouth Walkway catering for “The Last Samurai” movie crew and locals alike in 2003.

After falling in love with the Taranaki landscape and people, they both decided to move to New Plymouth permanently from Auckland and start their own restaurant. Now this restaurant is based in the CBD of New Plymouth and we will be celebrating 10 years of providing customers with fresh authentic Japanese cuisine since opening. We also provide local businesses with a sushi delivery run and hold sushi demonstrations and workshops.

Ken and Chef Harumi both come from the Tohoku region where the triple disaster (Earthquake, Tsunami and Nuclear fallout) hit on the 11th March 2011.  This became a personal mission to help the victims of the disaster. We have held events such as “Join Hands for Japan” 2012, 2013, 2014, & 2015 raising money to donate to the Save the Children Japan fund.

We still continue to hold events on awareness and our long term goal of setting up an eco camp for the children in this region to come to Taranaki for a fun packed camp. We plan to sponsor some children to come over and experience the good old “Taranaki Hospitality”.


What's next?

The Kaiten Sushi Concept


History & the current trend

This type of sushi shop first appeared in regional Japan as a cheaper version of the traditional sushi-bar targeting families and others on a budget. Traditionally, sushi has been an expensive dish eaten as a special treat rather than on a regular basis. But, with the new kaiten sushi restaurants, budget–conscious sushi lovers can go for a quick bite without feeling guilty or breaking the bank.

This popularity has now spread all over the world and has reached the shores of Wellington and Auckland. This will be the first of its kind in Central North Island, established in Taranaki and the first of its kind to be located in a shopping centre.

The Design

The design of the Sushi Ninja Express restaurant has been made specifically to accommodate our custom made sushi conveyor belt. It is a loop shaped belt with the main attraction being a central kitchen which gives diners full view of sushi chefs working on the fresh ingredients. The diner can then be seated along the counter, be entertained by all the action in front of them and have easy access to the sushi plates.

Custom made booth seatings were also integrated in the design for groups of 4 to 6 people to be seated comfortably and also with access to the sushi plates.

The Theme

Because our target market is young people and families with children and we’re a part of a  modern trend, we decided to brighten the design up with bright pop colours, and a modern design.

Two animated characters were born from this idea which can also be used for merchandising as well as brand recognition.

Ninja Zen and Ninja Cocoro, are superheroes who have been created to help save the world from junk food and spread the goodness of sushi eating. These characters can be used many future story making to keep our mainly young customers interested. Zen means using your power from within and Cocoro means heart.


Risks and Challenges


Note from PledgeMe

We have completed a Veda check on the company and their directors, as well as a Google check. There were no adverse findings.



    You need to pledge to see this update.

    Interested Investors Info Night

    05:38PM Thu 15/12/16 on Sushi Ninja


    Due to popular demand, we are holding another Interested Investor Info night 26th Dec 7pm, please bring all interested parties for a mix and mingle night with complimentary nibbles and drinks. RSVP via link thank you.

    Comment on this update:

    Meet,greet &eat night

    02:35PM Thu 08/12/16 on Sushi Ninja

    Thank you thank you thank you for all those who have already made pledges! We want to thank you in person. Please come to our Meet, Greet & Eat night this coming Monday! Bring your friends along!

    Comment on this update:

    What is a conveyor belt (Kaiten) sushi restaurant?

    01:49PM Sun 04/12/16 on Sushi Ninja

    I have attached footage of a similar restaurant. Theirs is a magnetic system while ours is a conveyor belt system but the concept is the same. The freshly made sushi rotates around the diners for them to help themselves to their favourite sushi. Once you are done, you call the waiter to tally up your plates. It is quick and easy and fun too.

    Comment on this update:

    Campaign Party a Success

    07:16PM Thu 01/12/16 on Sushi Ninja

    Thank you so much! We had a great night with about 30 attending our launch party!! Thank you for those who came and those who got the word out. We managed to raise $11,000 already on the first night and now even more up to $12,999! We are so so overwhelmed by the support. Arigato gozaimasu! 

    Comment on this update:

    Offer Details

    Current Valuation 999,600
    Raise Minimum 150,000
    Raise Maximum 250,000
    Share Price 1.00
    Maximum Shares Offered 250,000
    Explanation of valuation:

    The valuation is based on Version One's forecasted FY2018 net profit of both shops combined times a 4x multiplier.

    The Financial Table below represents the financial forecasts of both Sushi Bar Ninja Ltd (our existing shop) and Sushi Ninja Express (SNE Ltd) combined.

    To see the forecasted financials individually, please take a look at our attached Financial Projections in the details tab.

    Financial Summary

    Prev Year Current Year Est. FY 2020 Est. FY 2021
    Revenue $1,108,437 $542,922 $1,973,000 $2,157,600
    Operating Expenses $308,166 $133,231 $554,702 $546,335
    EBITDA $5,122 $47,457 $330,800 $442,537
    Net Profit -$23,924 $15,088 $262,610 $373,447

    Company Details

    Company Name: Sushi Bar Ninja Ltd

    Company Number: 1889204

    Company details are currently being synced with the Companies Office, please wait.

    Company Documents

    Documents no longer available to download, as this campaign has closed

    Director Details

    Name Role Profile URL Invested?
    Ken Kurota Founder & Director
    Sophie Kurota Founder & Director

    Ask a Question (You must login to ask a question)

    Avatar small

    Hi Team,
    We love eating sushi and wish you all the best. Just wanted to know what size your new shop will be ? We presume will it is capable of dine in dinners as well? Will your menu will be priced lower than the current shop as it is budget options? You are projecting almost $3000 per day turnover for 2018, what will be % of return if we invest $10K?

    Posted on 01-12-2016 by Reny Cucal

    Hi, Reny. Thank you for your questions. Yes, we have a good size tenancy of 100m2 with 43 seating, some booth seating and some counter seats. It is located upstairs and will be an open plan so very visible from all shoppers. Our projections for our new shop is $2208 excluding GST per day for 2018. With a $10K investment (this is for both shops) return will be 16.8% based on financial forecasts of 2018. Hope this has answered your questions. Have a great day.

    Answered on 01-12-2016 by Sophie

    Just wondering if there are other ways pledgers could help as well? I'd be happy to discuss options for a new website if interested :)

    Posted on 02-12-2016 by James West

    Hi, James. Thank you for your question. Now that we have our campaign up and running, we would love it if everyone can spread the word too to other potential investors. Letting people know this is an Equity Campaign not a donation as some folks think. We are offering shares in our company in exchange to investment so it is quite a biggie for us but great potential profit we can all share in. We think it is a WIN WIN plus of course the PERKS investors get as well as that. The investment and the project will not happen till we reach our minimum goal so it is about getting the word out there. We hope this will be a success. Hope to talk to you soon once the campaign is hopefully successful and closed. But in the meantime, feel free to pop into our restaurant during the evening either myself or my husband is there to answer any questions in person. Also Nav our manager and Chef Yoshi can too as they are shareholders too. Thanks again!

    Answered on 02-12-2016 by Sophie

    Hi Sophie,

    I have two questions:

    1: if, for some reason, sushi ninja goes into large somes of debt and has to liquidate, will each investor be personally liable for any outstanding debt?

    2: this pledge, are we investing in sushi ninja company, or just the two locations? Ie if, down the line sushi ninja goes national, would we still own the same equity in the company?


    Posted on 10-12-2016 by Ian Charlton

    HI, Ian.
    Thank you so much for your questions. In fact, great questions by the way. First, in the worst case scenario and we do go into liquidation, the only loss to you would be your investment. We already have security and guarantees in place for our current debt.
    Second question, yes you will be buying into Sushi Bar Ninja Ltd shares. Sushi Bar Ninja Ltd owns 100% of the upcoming new shop so you will be getting potential profit from both shops. Yes when we start our new franchise Sushi Bar Ninja Ltd will definitely will be holding a shareholding so you can potentially get profit from this also. Hope this answers your questions.

    Answered on 11-12-2016 by Sophie

    Hi Ken & Sophie, congratulations on your campaign. Have you taken tax advice on the implications for the company and the investors of the "perks" provided to the investors, ie the meal vouchers etc? If so is that tax advice available to the investors?

    Posted on 11-12-2016 by Brent Hulbert

    Hi, Bruce. We have taken advice for our campaign. As for potential investors, we would suggest that they get independent advice for their investments. Hope that helps. Thank you.

    Answered on 11-12-2016 by Sophie

    Hi Sophie & Ken,
    On the Facebook page you have provided some potential profits based on amount invested (eg $1680 return for $10,000 invested in FY2018). To clarify, are these returns actually paid out to investors annually, or are they reinvested in the business? Thanks, and all the best for the campaign.

    Posted on 15-12-2016 by Shaun Butler

    HI, Shaun.
    Thank you for your question. Yes, this is the projected sample amount we are aiming to get however, with profits there are no guarantees. These are also before tax but after reinvesting 20% back into the businesses. The perks that go with the investments are guaranteed if this campaign is successful. Hope this has answered your questions. We are also having another Investors INFO night on boxing day at 7pm so why don't you come along to that? Regards Sophie

    Answered on 16-12-2016 by Sophie


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      John Flowers
      2016-11-30 19:09:37 +1300

      John Flowers has pledged on 2 campaigns

      Michael Askin
      2016-11-30 19:08:36 +1300

      Michael Askin has pledged on 2 campaigns

      This project was successful and got its funding on 19/12/2016 at 2:31 PM.

      This campaign has closed, but this company may choose to do more equity raises on PledgeMe in the future. If you're interested in investing in Sushi Ninja, you can sign up to be notified when a new equity campaign from this company is published.

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      Investor Perks

      NZ $500 - $999


      Meal vouchers of $100 per shop | Invitation to our launch of Sushi Ninja Express (value of $200)

      NZ $1,000 - $4,999

      Ninja Master

      Meal vouchers of $200 per shop | Invitation to our launch of Sushi Ninja Express (value of $400)

      NZ $5,000 - $9,999


      Meal vouchers of $150 per shop per year | Private sushi workshop with 10 of your friends | Invitation to our launch of Sushi Ninja Express (estimated value of $1,950 calculated over 5 year timeframe)

      NZ $10,000 - $24,999


      Meal vouchers of $250 per shop per year | Private sushi workshop with 10 of your friends | One free drink per visit | Invitation to our launch of Sushi Ninja Express (estimated value of $7,110 calculated over 5 year timeframe)

      NZ $25,000 - $89,999


      Meal vouchers of $500 to spend at each shop for a lifetime | Private sushi workshop with 10 of your friends | One free drink per visit for a lifetime | Invitations to special events including our launch of Sushi Ninja Express, new menu launch, sushi/sake tasting (estimated value of $27,930 calculated over 15 year timeframe)

      NZ $90,000+

      Golden Buddha

      Voting Shares

      Warning statement about equity crowdfunding

      Equity crowdfunding is risky.

      Issuers using this facility include new or rapidly growing ventures. Investment in these types of business is very speculative and carries high risks.

      You may lose your entire investment, and must be in a position to bear this risk without undue hardship.

      New Zealand law normally requires people who offer financial products to give information to investors before they invest. This requires those offering financial products to have disclosed information that is important for investors to make an informed decision.

      The usual rules do not apply to offers by issuers using this facility. As a result, you may not be given all the information usually required. You will also have fewer other legal protections for this investment.

      Ask questions, read all information given carefully, and seek independent financial advice before committing yourself.