Sushimaru Co., Ltd. (Headquarters: Matsuyama City, Ehime Prefecture, Representative Director: Takanori Nakaya) will grand open its new store, "Sushimaru APA Hotel Matsuyama Ekimae Store," on July 28, 2026 (Tue) at APA Hotel Matsuyama Ekimae (Minatocho, Matsuyama City, Ehime Prefecture). This marks the first foray into the full-scale hotel breakfast business for "Nihon Ryori Sushimaru," a long-established restaurant with a history of 78 years, founded in 1948. We will fuse the Japanese culinary techniques passed down through generations with Ehime's rich food culture to offer guests a "taste of Ehime breakfast experience." A New "Local Breakfast" Challenged by a Long-Established Japanese Restaurant When visiting a tourist destination, one of the first opportunities to experience the local charm is through breakfast. This initiative goes beyond a mere hotel buffet, with a concept of "a breakfast where you can savor Ehime's food culture itself," actively incorporating local traditional dishes and prefectural products. Sushimaru, which has operated as a community-based Japanese restaurant since its founding, will leverage the knowledge and experience of its chefs to showcase the unique culinary appeal of Matsuyama to tourists and business travelers alike. Menu Featuring the Flavors of Ehime The breakfast buffet will feature "Tai no Aranizu" (simmered sea bream scraps) offered by Sushimaru, along with traditional dishes prepared on-site and representative products from Ehime Prefecture. [Sushimaru's Signature Menu] Simmered Sea Bream Scraps (Tai no Aranizu) Five-Color Somen Noodles Setouchi Sea Bream Rice (Setouchi-san Matsuyama Taimeshi) Iyo Barley Miso Soup with Fried Matsuyama Age Topping [Local Ehime Flavors] Imabari Senzan-ki (Fried Chicken) Shimanami Sausage Nanyo Jyakoten (Fried Fish Cake) Ehime Pon Juice We will offer a breakfast rich in local character, allowing long-time residents of Ehime to enjoy familiar tastes and visitors from outside the prefecture and ov