A convenient, healthy fast-casual Japanese stop with fresh sushi, bowls and notably friendly staff, though the self-service format, occasional cramped seating and a few food-quality complaints temper the experience.
itsu delivers solid food quality with fresh sushi and satisfying bowls that keep customers returning, supported by efficient, friendly service that handles the fast-casual format well. The Regent Street location offers convenient access and clean contemporary design, though the space feels somewhat cramped and lacks the distinctive appeal that would elevate the experience further. Consistency remains reliable across most visits, though occasional preparation lapses prevent a stronger showing.
Bright, modern and designed for momentum, this Regent Street branch is a dependable pit stop when shopping, commuting or trying to make lunch happen between appointments. Diners describe quick queues, fresh food and unusually friendly staff for a self-service format; one regular’s takeaway is that it delivers “a healthy meal without the usual fuss.” The small outdoor area adds a useful escape from the bustle, though the indoor seating can feel cramped. The cooking is Japanese-inspired fast casual rather than a traditional sushi counter: salmon sushi, miso soup and rice bowls sit alongside Thai broth, gochujang, bao and health-focused zero-noodle dishes. Freshness is the main draw, with chicken bowls and salmon selections earning repeated praise, while a few diners find the flavours mild or the chicken broth underwhelming. It suits people who want something light, quick and reasonably priced more than diners seeking elaborate sashimi or a ceremonial Japanese experience. Families can manage well here because the menu includes familiar chicken rice bowls, chicken noodles, gyoza, salmon sushi and simple miso soup, with a mini portion mentioned in reviews. Vegan choices are especially strong, including veggie gyoza udon, a quinoa falafel bowl and greens-and-beans zero noodles. It is still a compact fast-casual setting rather than a leisurely family restaurant, and picky eaters may find the Japanese and cross-Asian flavours less straightforward than standard comfort food.
Area vibe: High-traffic, fashionable retail and entertainment corridor known for flagship stores and dining.
Safety: Generally safe with strong evening footfall and good lighting though busy and touristy after dark.
What's nearby: Close to Oxford Circus tube, Regent Street shops, Piccadilly Circus, theatres, and numerous casual and upscale restaurants.