Beyond Sushi Net Worth and Shark Tank Update – After Shark Tank

Beyond Sushi was founded in 2012 by husband and wife team Guy and Tali Vaknin. Chef Guy, a finalist on Hell’s Kitchen saw a lack of healthy and plant based grab and go options. He wanted to offer a sustainable vegetable forward menu without relying on fake meats.

The company specializes in non-traditional vegan sushi, dumplings and wraps made with fresh, locally sourced vegetables, whole grains and fruits. Guy appeared on Season 10 of Shark Tank in 2018 seeking $1.5 million in exchange for 25% of the planned West Coast venture and 5% of the East Coast operation.

He accepted a joint deal from sharks Lori Greiner and Matt Higgins for $1.5 million for 30% of the West Coast expansion and 15% of the East Coast operations.

Although the Sharks agreed to the deal on air, the agreement never officially closed after the show and Guy retained full ownership. Despite the deal falling through, the company expanded and evolved into a broader plant based culinary empire under the umbrella of City Roots Hospitality Group.

Beyond Sushi Net Worth

Guy Vaknin asked for a $1.5 million investment in exchange for 25% equity of West Coast operations and 5% of East Coast operations in his company. This meant he valued Beyond Sushi’s West Coast operations at $6 million. He made a deal with Lori Greiner and Matt Higgins for $1.5 million in exchange for 30% of Beyond Sushi's West Coast operations and 15% of its East Coast operations. This new deal valued Beyond Sushi’s West Coast operations at $5 million. After the show aired, Beyond Sushi saw a big increase in website traffic, sales, and social media exposure. With an estimated 10% yearly growth rate (typical business growth), the current net worth of Beyond Sushi is about $7.3 million.

Did The Beyond Sushi Get a Deal on Shark Tank?

The Sharks were impressed with the taste and texture of the vegan sushi, which relied on fresh vegetables, grains and fruits rather than fake meat substitutes. At the time of the pitch the business already operated six successful locations in New York City with projected sales of $5.6 million for the year.

The concept aligned with the growing consumer demand for healthy and plant based dining alternatives. Matt Higgins and Lori Greiner saw strong synergy with other restaurant groups they already owned or invested in. Allowing them to lend significant operational expertise and connections.

Mark Cuban was the first to pass due to concerns over the valuation while Kevin O’Leary believed the numbers didn’t make sense and that it would take too long to recoup his money. After some intense back-and forth guest shark Matt Higgins and Lori Greiner teamed up. They pushed back on the equity stating they wanted a larger piece of both the West and East Coast businesses to offset the risks of expanding to the West Coast.

Higgins and Greiner extended a firm joint offer of $1.5 million for 30% of the West Coast business and 15% of the East Coast business. Vaknin attempted to counter by offering only 12% for the East Coast locations. The sharks held their ground and stated their offer was firm. Following a brief hesitation Vaknin accepted the deal.

Several sharks, including Daymond John noted that expanding a restaurant concept to the West Coast from the East Coast is high-risk. An expensive endeavor that could spread the founder too thin. Kevin O’Leary was skeptical of the financials, pointing out that the valuation and revenue projections were not strong enough to justify a $1.5 million investment. Suggesting it provided a poor annual return on capital. Skepticism was raised about running a fast casual commissary-reliant business across the country. As a restaurant, scaling often limits quality control and can drain capital if the L.A. market doesn’t respond to New York.

Beyond Sushi Shark Tank Deal Table

Shark(s) name	Offer & Demand	Matt Higgins and Lori Greiner	Accepted?
Matt Higgins and Lori Griener	$1.5 million for a 30% stake of West Coast operations + 15% of East Coast operations	$1.5 million for a 30% stake of West Coast operations + 12% of East Coast operations	Yes
Lori Greiner	Out	N/A	N/A
Kevin O’Leary	Out	N/A	N/A
Daymond John	Out	N/A	N/A
Mark Cuban	Out	N/A	N/A

Founders’ Backstory

Guy Vaknin, the CEO and founder of City Roots Hospitality, Guy is an experienced chef who graduated from the Institute of Culinary Education. He is also a recognizable figure from Season 10 of FOX’s Hell’s Kitchen.Tali Vaknin, Guy’s wife who served as a co-founder and business partner. She followed a vegetarian lifestyle which inspired Guy to experiment with vegetarian and vegan recipes.

While working at his father’s kosher catering company, Guy was asked to create a sushi station. Because serving raw meat or fish can conflict with strict kosher rules. He wanted to make a product that did not rely on fish. Rather than using imitation meats the founders wanted to use nutrient-dense, locally sourced grains and fruits. Guy’s goal was to ensure plant based eating wasn’t expensive allowing health conscious eaters to get a great meal at a reasonable price.

Beyond Sushi Shark Tank Pitch

Chef Guy Vaknin and his co-founder Tali Vaknin entered the Shark Tank dressed in chef whites. Guy introduced himself as an Israeli born chef who competed on Hell’s Kitchen. He asked the Sharks for a $1.5 million investment. Offering 25% of the planned West Coast venture and 5% of the existing East Coast operation. To win over the investors, Guy presented the Sharks with a tasting of his three best selling plant based sushi rolls.

Guy highlighted that typical fast casual and takeout lunch options are often unhealthy, processed and heavy. Raw fish sushi carries concerns regarding sustainability, mercury and food safety. While also alienating strict vegans and vegetarians. Traditional vegan sushi consists of basi uninspired ingredients like plain cucumber or avocado rolls lacking culinary complexity.

Beyond Sushi replaces traditional raw fish with locally sourced fruits, vegetables and whole grains. Instead of relying on artificial “fake meat” substitutes the chef balances textures and flavors using ingredients like black rice, shiitake mushrooms, sun dried tomatoes and roasted squash. The rolls are elevated with signature, house made sauces such as white miso, carrot-ginger and toasted cayenne. The menu features not just rolls, but also wraps, dumplings and noodle bowls.

The business runs on a central kitchen model that preps ingredients and rolls distributing them to smaller grab and go locations. By utilizing a commissary, the brand can operate in micro locations to maximize profits in high rent markets. The business model scales from fast casual grab and go stalls to larger 2,500 square foot full-service sit-down restaurants.

Shark Questions, Negotiations, Discussion & Reactions

Several Sharks were skeptical. They argued that restaurant expansions are risky and the numbers Vaknin projected for the West Coast speculative. After some intense back and forth Vaknin received two offers. One was an individual offer and the second was a tag team offer from Lori Greiner and Matt Higgins. Vaknin accepted Greiner and Higgins’ joint offer. Beyond the capital, Higgins brought strategic value through his holding company. RSE Ventures which had ties to food and venue operations.

Beyond Sushi was celebrated on the show as the first vegan food concept and the first kosher concept to land a deal on Shark Tank. Discussions in the investment community centered on the      of scaling fresh plant based food. While the quality of the food was praised by everyone the question of whether it could be standardizedl of New York City remained a prominent critique. The partnership with Higgins and Greiner paid off. Beyond Sushi evolved into a multi level brand. Operating multiple brick and mortar restaurants and catering services under the City Roots Hospitality Group umbrella.

Audiences and New Yorkers praised Beyond Sushi for stepping away from basic cucumber and avocado vegan options. The signature use of black/purple rice and unique vegetable flavor profiles has built a loyal, returning customer base. On platforms like Reddit user consensus regarding the original Shark Tank deal is mixed. Some commentators felt Vaknin gave up too much control for an unproven West Coast venture. While others viewed the partnership with Higgins and Greiner as the firepower needed to scale.

Why Some Sharks Said No

On Shark Tank, vegan restaurant founder Guy Vaknin sought a $1.5 million investment to expand his brand. While Lori Greiner and guest shark Matt Higgins offered a deal many Sharks declined. Their main concerns were the business’s low scalability as a restaurant. Unproven pricing/revenue models and the difficulty of marketing vegan sushi to the masses.

A major issue for the Sharks was the inherent lack of scalability in operating a restaurant chain. Scaling a restaurant from one city to another requires opening new locations, managing complex supply chains and hiring local staff. Kevin O’Leary was focused on the return on capital noting that expanding a restaurant network requires high capital expenditures for a low annual return.

Mark Cuban and other Sharks felt that Beyond Sushi was tied to the founder’s hands on management style making rapid national expansion difficult without a standardized product. Growing a restaurant business means growth is tied to the founder’s time rather than a scalable product. Therefore, it lacks the rapid scaling potential of a packaged food business.

The Sharks scrutinized the requested valuation and the projected profits based on the numbers provided. Expanding into unproven new markets presented huge financial risks without guaranteeing a matching return on investment. For the capital the company was asking several Sharks felt the equity offered did not justify the high risks of a restaurant expansion.

Daymond John bowed out early because he struggled to see the broad appeal of vegan sushi. Citing that the market was niche and difficult to market to average consumers outside of New York City. Selling a plant based take on traditional sushi requires heavy educational marketing and overcoming deep seated consumer skepticism.

Although Lori Greiner and Matt Higgins made a joint offer of $1.5 million the deal fell apart. Vaknin accepted the offer during the episode but later declined to finalize the agreement during the due diligence phase. The main reason for this split was a divergence in vision. The Sharks wanted to off set risks by focusing their efforts on established East Coast operations first, but Vaknin realized that the conditions and loss of control did not align with his personal goals for the company.

Where To Buy Beyond Sushi Products and Product Features

Beyond Sushi replaces traditional seafood with locally sourced vegetables, grains and nuts. The kitchen builds each roll on a signature foundation of nutrient rich black rice or six grain rice. Instead of artificial meats the brand focuses on elevating natural plant ingredients. The signature menu features:

1. Sweet Tree Roll: Black rice, avocado, sweet potato, and alfalfa sprouts. Topped with a toasted cayenne sauce.
2. Mighty Mushroom Roll: Black rice, shiitake and enoki mushrooms and micro arugula. Finished with a shiitake truffle sauce.
3. Spicy Mango Roll: Black rice, avocado, mango, cucumber and veggie slaw. Finished with toasted cayenne sauce.
4. Wraps & Dumplings: The menu goes beyond just sushi offering items like the Nutty Buddy Wrap (soba noodles, marinated carrots, and jalapeño peanut butter sauce) and specialty mushroom dumplings.

The company utilizes black rice and six grain blends for depth, chew and color. Separating it from typical rice heavy sushi. The focus is on whole vegetables and grains rather than processed fake meat alternatives. The products are prepared in a central kitchen and shipped to smaller fast casual location.

Requiring minimal prep to slice and serve quickly. Founder Guy Vaknin demonstrated the versatility of his plant based sushi by letting the sharks sample the stunning colorful rolls. The sharks were impressed by the taste, profit margins and the fact that the vegan product did not compromise on flavor. Vaknin secured a $1.5 million deal with Sharks Lori Greiner and Matt Higgins.

To view the full sit-down menu order catering, or find the flagship New York City restaurant, you can visit the Beyond Sushi site. You can order individual rolls and wraps for delivery on Grubhub. Beyond Sushi operates as a restaurant group in NYC. For their direct menu selections, you can look through the Beyond Sushi Square Site. The brand runs several brick and mortar locations in Manhattan.

Where they feature extensive plant based menus and even a “grab and go” pay by weight sushi concept. Classic and signature vegan rolls range from $13.00 to $14.00. Depending on the ingredients and location. Premium items like special rolls and shared plates range from $12.00 to $21.00. At certain fast casual locations customers can fill a box with premium rolls that are priced at roughly $23.99 per pound. Bulk catering options such as a 50 piece box are priced at around $200.00.

What Happened To Beyond Sushi After Shark Tank?

When Chef Guy Vaknin appeared on the ABC hit show in late 2018 his pitch was successful. The exposure skyrocketed physical store sales by 40% third party deliveries by 70% and online orders by 100%. The initial goal was to use the momentum and investments to expand to the West Coast.

On the show Chef Vaknin landed a $1.5 million deal with Sharks Matt Higgins and Lori Greiner. The deal never officially closed. Vaknin and his partners entered the due diligence phase but walked away. As he decided he was not ready to step away from his hands on role in the kitchen and the Sharks’ vision did not align with his own.

Prior to the global pandemic Beyond Sushi operated a booming fleet of seven locations in Manhattan. In 2020 they faced devastating setbacks due to the COVID-19 pandemic. Sales dropped, daily customer counts plummeted from 1,500 to a couple hundred. Vaknin was forced to lay off 100 employees and permanently shutter several branches to keep the business afloat.

Despite the initial losses, the brand bounced back by pivoting to take out, delivery and expanding their culinary footprint into the wider plant based dining industry. Through City Roots Hospitality, Vaknin launched three new successful sister concepts in Manhattan. 

1. Anixi: Serving upscale Mediterranean food.
2. Coletta: Offering a vegan Italian menu.
3. Willow: Known for its kosher-vegan bistro fare.

As of 2026, Beyond Sushi remains active and thriving. While Vaknin closed a few underperforming branches such as their Upper East Side location to focus on higher volume Midtown branches. They continue to operate highly-reviewed locations in Midtown Manhattan (e.g., on 37th Street and 56th Street). In addition to in house dining they maintain a robust catering service and continue to expand their product offerings. Such as online retail sales of their famous vegan spicy tuna pouches.

Conclusion

Beyond Sushi founded by Chef Guy Vaknin evolved from a small New York City vegan counter into a plant based restaurant group. Though Vaknin declined his $1.5 million Shark Tank deal after the show. The exposure catalyzed growth though the company continues to adapt to shifting consumer tastes. Beyond Sushi’s Shark Tank pitch made history when the brand became the first vegan concept and kosher food contestant featured on the show.

Chef Guy entered the tank seeking funding to expand nationally. Accepting a deal from Lori Greiner and guest Shark Matt Higgins. During the due diligence phase, Vaknin realized the Sharks’ vision did not align with his own hands on culinary approach. The deal fell through. Despite walking away without the Sharks’ financial backing, the television exposure was an undeniable turning point for the business.

Following the episode’s broadcast, Vaknin experienced a windfall, with sales skyrocketing across all of his restaurant locations by 40%. Third-party delivery orders surged by 70% and online orders doubled. The broadcast cemented Beyond Sushi as a household name and a pioneer in the plant based food industry. This exposure provided the vital momentum Vaknin needed to scale his operations. The company expanded in the years that followed scaling to seven successful locations across Manhattan.

The increased footprint and revenue generated by Beyond Sushi allowed Chef Guy to expand his ambitions. Launching City Roots Hospitality which features a diverse portfolio of acclaimed vegan restaurants across New York City including Anixi, Coletta, and Willow. The journey was not without its challenges.

When the 2020 COVID-19 pandemic impacted the New York restaurant scene, Beyond Sushi was forced to shrink its physical footprint. The company closed two lower performing locations including its Chelsea Market outpost and laid off over a hundred employees to weather the storm by adapting to outdoor dining models and leaning into their online delivery networks.

They survived and stabilized navigating the post pandemic market with a leaner profitable fleet of fast casual locations. Looking ahead, Beyond Sushi is positioned to pivot toward new innovations and consumer experiences. The company has introduced new direct to consumer products. Such as their popular squeezable pouches of vegan spicy tuna making their signature flavors available for at home use.

Furthermore, rather than focusing on the traditional grab and go model the company has tested sit down full service models with beer and wine licenses. As the plant based market continues to evolve future developments for Beyond Sushi will focus on strategic controlled growth utilizing second generation restaurant spaces. Fans of the brand may see the company transition into upscale destination dining experiences or even expand into other major markets across the country where clear demand for health conscious high-quality plant based sushi exists.