A new sushi spot on Michigan Avenue is introducing Ypsilanti diners to a style of sushi more commonly found in Australia than in Michigan.
Penny Roll Sushi, which opened just a few weeks ago in downtown Ypsilanti, is the creation of founder Dan Mendelson, an Ann Arbor resident whose unconventional journey from academia to entrepreneurship spans two continents. The concept is rooted in what Mendelson describes as Australia’s successful effort to make sushi more accessible.
“Many times, other cultures have a somewhat different approach to a food we already know and love, and I felt democratizing sushi as Australians have done so well belonged here too,” he said.
From Academia to Food Entrepreneur
Mendelson’s path to opening Penny Roll Sushi was far from traditional.
After earning his undergraduate degree, he worked in a high-end restaurant before deciding the industry wasn’t the right fit.
“While it was thrilling to finally be involved in the industry, I hated how the chef/owner ran the establishment – lots of politics and preferential treatment,” he said.
He returned to academia and moved to Australia to pursue graduate studies, but another career change awaited.
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“Never would have guessed at that time that I’d drop out and start Australia’s first mobile food truck (this was in 2010) or that I’d be down under for 11+ years growing the business to multiple locations and concepts,” Mendelson said.
He eventually returned to Michigan to be closer to family, earning an MBA at the University of Michigan before working in management consulting.
Why Ypsilanti?
Although he lives in Ann Arbor, Mendelson chose Ypsilanti as the home for Penny Roll Sushi.
“I chose downtown Ypsi partially because I wanted the rolls to be exceedingly affordable,” he said. “That’s not possible (or at least a lot harder) in Ann Arbor.”
The city’s character also played a major role.
“I also fell in love with the history and character of the block and had the landlord’s blessing to transform the space,” he said. “It took a while (first-generation restaurant builds are hard!), but it now feels like it was worth all the trouble.”
Today, he’s enjoying his place among other Michigan Avenue businesses.
“I really like being on Michigan Ave,” he said. “It’s awesome being around Ypsi stalwarts like Bird Dog and Ma Lou’s.”
An Australian take on sushi
Penny Roll’s menu centers on Australian-style sushi hand rolls designed for convenience, freshness, and value.
“Australian style sushi is convenient (more or less grab n’ go), fresh (the finished rolls are never refrigerated pre-purchase. That’s what ruins most supermarket sushi among other things), and great value with protein-centric fillings,” Mendelson said. “I don’t skimp on the salmon!”
The menu was inspired by rolls he enjoyed while living abroad. “I adapted my favorite rolls from eating them all the time in Australia,” he said.
He also spent time refining recipes to make the entire menu gluten-free. “I worked for a while fine-tuning the spicy and teriyaki sauces so they would be gluten-free (the whole menu is now!),” he said.
Among his favorite combinations is what he calls a classic Australian sushi experience.
“I think one of the best parts of Australian sushi is getting a three-roll variety,” Mendelson said. “My favorite is having salmon avocado, spicy chicken, and California for a range of textures, proteins, and flavors.”
We tried all the rolls there: salmon, two kinds of chicken, vegetarian, and more, and really enjoyed them fully. They are packed with protein. They have homemade cheesecake as well, which was a satisfying sweat treat.
The price is unbelievable. Rolls are $4 for one or 3 for $10.
Building community, not app orders
The restaurant’s unusual name stems from an early business concept that never quite disappeared.
“Originally, the plan was to do a ghost kitchen with a go-to market strategy of auctioning the rolls off with the opening bid starting at a penny in an effort to avoid using third-party delivery apps,” Mendelson said.
While that idea remains a possibility for the future, he decided opening a brick-and-mortar restaurant first made more sense.
“I decided that the best order of operations was to first build a real community around the brand,” he said.
That community focus also informs his stance on delivery services.
“I also force customers to come in to buy it as I don’t and will never use delivery apps,” he said.
Mendelson believes eliminating app fees, tipping expectations, and surcharges creates a better customer experience.
“Another moral stance I take is on tipping and surcharges,” he said. “These just aren’t really done in Australia, and I think that’s the better way for the customer.”
Early support and future plans
Since opening, Mendelson says local residents have embraced the concept.
“The response has been so wonderful!” he said. “The Ypsi community has been incredibly supportive and seems to resonate with the price point for quality/quantity of ingredients and simplicity of ordering.”
Looking ahead, he hopes to eventually develop a direct-to-consumer delivery model serving students at both Eastern Michigan University and the University of Michigan.
“I am looking to one day build direct-to-consumer delivery on EMU’s and UofM’s campuses along my original Penny auction idea,” he said. “The rolls transport so well, and I think I could do it quicker and cheaper than DoorDash, etc.”
For now, however, his focus remains on providing affordable meals and becoming part of the downtown Ypsilanti community.
“In the meantime, customers can expect convenience, consistency of product, and always providing the best possible value I can manage while still paying the bills,” he said.
Penny Roll Sushi is located at 12 W Michigan Ave, Ypsilanti.
Donna Marie Iadipaolo is a writer, journalist, and State of Michigan certified teacher, since 1990. She has written for national publications like The Village Voice, Ear Magazine of New Music, Insurance & Technology, and TheStreet.
She is now writing locally for many publications, including Current Magazine, Ann Arbor Family, and the Ann Arbor Independent. Her undergraduate degree is from the University of Michigan, Ann Arbor, where she graduated with an honors bachelor’s degree and three teacher certificate majors: mathematics, social sciences, English. She also earned three graduate degrees in Master of Science, Master of Arts, and Education Specialist Degree.
