How Do You Roll Latest In Customization Craze

From the ability to customize everything from cars to M&M's, today's consumers want to be in control of their experiences and nowhere is that truer than in fast-casual kitchens.

Opening in 2008 and franchising a couple years later, How Do You Roll offers the ability for patrons in five states (California, Texas, Arkansas, Illinois and Florida) to customize sushi rolls, bowls and salads. Daring folks can pick their protein, veggies, sauces, dressing and toppings to create their own entrees or customize one of How Do You Roll's signature items.

The containers full of fresh ingredients available for a customer's choosing creates a natural comparison to Subway where for decades patrons have been able to do the same, but that is, however, where the similarities end. Although there are plenty of online reviews to the contrary, "It's like the Subway of sushi," more than one reviewer writes, How Do You Roll (HDYR) is a modern take on fast casual with more of a Chipotle feel than a Subway one. The comparison to Chipotle is not only because HDYR offers an innovative sushi burrito (one of the biggest trends in sushi at the moment), but also due to its well-conceptualized dining room that offers a clean, hip and upbeat atmosphere without trying too hard.

How Do You Roll NoHo's (North Hollywood for the unfamiliar) walls are adorned with cool sayings like, "Congratulations on making a good decision today" or "Choose your weapon" with images of chopsticks, a fork and hand along with the obligatory, "We don't judge" mantra found at its other locations too playing homage to the idea of making sushi less snobby. After all, chopsticks are not everyone's friend including kiddos who HDYR happily caters to with simple children's meals including one with chicken teriyaki and rice – a slam dunk with this writer's 3 year old. Plus the ability to customize nearly anything on the menu means HDYR will be on a shorty's short list in now time.

Although the signature rolls – like the 3 Alarm – are worthy of a spot at a person's favorite Sapporo-serving restaurant, How Do You Roll is making sushi more accessible to those holdouts who have felt intimidated by dimly lit sushi places in the past. The service and the food at HDYR NoHo were impeccable, and the Fruitella Dessert Roll was the perfect end to a casual meal. It's no wonder the investors on the TV show, "Shark Tank" found the concept to be worthy of a cool million bucks.

While the story goes that the investment didn't pan out, the concept rolled on. It's easy to see, however, how the first-time 'roller' could be intimidated by the process of picking their ingredients for a bowl, roll or salad. This is likely why one of the first questions asked is "have you been here before?" – giving anyone who rolls through the door peace of mind that HDYR will walk them through the process and make suggestions along the way.

With locations rolling in all over the country, How Do You Roll is worthy of a fun, yet casual lunch or dinner whether diners choose a pre-configured option or become part of the customizable craze.

About the Author: Amberly Dressler is the managing editor of Website Magazine, wife of a career mess-deck diner and mom of two junior foodies.