Supermarket Sushi Counter Photograph, 1991

The color photograph displays one of Advanced Fresh Concepts Corporation’s many sushi counters in supermarkets nationwide. There is a white noren (Japanese room divider) with the AFC logo and a “Sushi” written in the center. Here, the noren is used not as a room or space divider, but as a tool to advertise their sushi products. It is hung on a green stick that is held up by two strings and secured above. Similar to other AFC sushi counters, the pre-packaged products are displayed in the open refrigerated space alongside containers of wasabi and gari (ginger), and the fresh fish displayed in a closed glass cooler.

The AFC employee is wearing a white chef hat with the original AFC logo on it, which consists of the print “AFC” with an image of two nigiri below. He is also wearing a white short-sleeved collared t-shirt and an apron with the same AFC logo printed in the center. Though the refrigerated area holds plenty of pre-packaged sushi that are available for immediate purchase, the sushi chef is there to satisfy special orders that are not available in the pre-packaged selection and guarantees that they are freshly made. The sushi chef stands behind the bar and prepares the sushi in a space that is visible to the curious customers. If a certain pre-packaged product is running low, the sushi chef assures that more are made. With a systematic management and training process, AFC is able to maintain consistency in their products regardless of store location and employee. The counter is operated by one AFC employee.

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