ARLINGTON, VA -- Last week, USA Rice completed the final stage of its promotional partnership with Rock N’ Roll Sushi with the addition of the USA Rice logo to the chain’s in-store menus at all locations. The logo is featured alongside the Avocados from Mexico logo at the bottom of the menu and is the result of a year-long partnership with the sushi restaurant chain that was founded in 2010.
“This partnership was a natural fit for us,” said Robbie Trahan, Louisiana rice miller and chair of the USA Rice Domestic Promotion Committee. “Not only do they exclusively source U.S.-grown rice, but with many of the locations placed throughout rice country, this was a great opportunity to partner together to broadcast Rock N’ Roll Sushi’s commitment to domestic rice as they continue to make sushi approachable through a fun and unique culinary experience.”
Prior to the news of the logo placement on printed menus, USA Rice created this promotional partnership with the Rock N’ Roll Sushi back in 2023 to highlight the foodservice chain’s use of U.S.-grown rice through a digital and social campaign. The activation consisted of supporting two new menu offerings, Rock N’ Roll Sushi’s catering lunch box, and the “Featured Performer” entrée that ran for ten weeks.
Beyond the explicit callout of U.S.-grown rice, the promotion included e-blasts announcing the launch of the new offerings featuring USA Rice logos, inclusion in the operator’s consumer newsletter, a menu spotlight email dedicated to U.S.-grown rice, and a series of social posts and recipe features that highlight USA Rice’s Grown in the USA logo.
“It is always a win for the industry when new consumers can be exposed to our logo and associate it with a chain that is sourcing high quality U.S.-grown rice,” said Cameron Jacobs, USA Rice senior director of domestic promotion. “And what makes this even better is Rock N Roll Sushi’s major growth plan of reaching 250 locations within the next four years, which means even more eyes on our logo nationwide.”