How Do You Roll

our story

yuen and peter illustration

In 2008, several years after swearing he would
never work in the restaurant industry again, Yuen
Yung opened the first how do you roll? in Austin,
Texas with his brother Peter. Yuen and Peter had
both worked diligently in their mom and pop's
restaurant until they were old enough to fly the
coop; Yuen went to study business
at the University
of Texas while Peter stayed in Houston and at the
age of 24, became head sushi chef of a fine
dining restaurant.

After graduating, Yuen worked a typical 9-5, in
a typical office building, feeling the typical lunch
time crunch day-in and day-
out. He was uninspired
by the greasy fast food chains that were the norm
and craved more variety in his routine. He often

found himself at the local grocery store, picking
out premade sushi rolls. Unsatisfied with this option,
he mused to Peter one day why there were only two

choices when it came to rolls — buying premade
supermarket sushi that had been sitting out for
who-knows-how-long or waiting at a sit-down
restaurant for fresh, but often expensive rolls. Peter
declared that he craved freedom of expression and
wanted to break away from the staunch traditionalism
and pretentious atmosphere of fine dining sushi. It
was at that moment that a light bulb turned on for
Yuen as he realized there was a business opportunity

at their feet. Thus, how do you roll?, the first fast-
casual, custom sushi shop was born.

Being the first of its kind, hdyr? leads the sushi
revolution by offering unique ingredients such as
soy wraps, grilled chicken and beef, and seasonal
fruits such as strawberries.Those intimidated by
raw fish as well as sushi aficionados can find exactly
what they want.

The restaurant held very different meanings for the
brothers; for Yuen, hdyr? was an opportunity to leave
an impression on the world, by making sushi more
accessible and creating worldpeace through cultural
fusion. He declared "making the world better, one
stomach at a time" as their mission. On the other
hand, Peter saw hdyr? as an opportunity to
encourage individualism and rebel against tradition;
in short, the rebel found his cause. For both brothers
though, was the pursuit of the American Dream.

After conquering one city, Yuen and Peter decided it
was time to confront the rest of the world. As the sushi
revolution continues, hdyr? challenges you to reject
boring, refuse ordinary, and rejoice in your choice —
really, rethink sushi.