How does this expansion compare to similar culinary enhancements made by competitors such as Carnival or Norwegian, and what competitive advantage does it confer? | CCL (Aug 08, 2025) | Candlesense
CCL

How does this expansion compare to similar culinary enhancements made by competitors such as Carnival or Norwegian, and what competitive advantage does it confer?

Answer

1. What Princess Cruises is doing

  • New offering: The “Makoto Ocean” specialty‑sushi restaurant, created by celebrated sushi‑chef Makoto Okuwa, is being added to the Diamond Princess and Sapphire Princess.
  • Timing: The rollout begins in the Fall 2025 sailing season.
  • Target market: These two ships carry guests on Antarctica, Southeast‑Asia and Japan itineraries – regions where fresh‑fish, premium sushi and Japanese culture are especially resonant.
  • Brand positioning: Princess is marketing the venue as a high‑end, chef‑driven experience that goes beyond the “Asian‑inspired” buffets that most cruise lines offer. The partnership with a well‑known sushi master gives the restaurant an authentic, “restaurant‑on‑the‑sea” credibility that can be highlighted in itineraries, on‑board promotions and pre‑cruise sales.

2. How this compares to recent culinary moves by the two biggest U.S. competitors

Cruise line Recent culinary enhancement (2024‑2025) Key characteristics How it stacks up against Princess’ Makoto Ocean
Carnival Cruise Line • “Steakhouse & Seafood” expansion on the newest Carnival Vista class (2024)
• “Culinary Adventures” pop‑up series on Carnival Vista and Mardi Gras (2025)		 • Focuses on larger‑group, casual‑fine‑dining concepts that can be rolled out quickly across the fleet.
• Uses in‑house culinary teams rather than external celebrity chefs.		 • Carnival’s new venues are broader‑appeal, lower‑price‑point and designed for high volume.
• Princess’ Makoto Ocean is niche‑premium (sushi, chef‑curated) and commands a higher per‑guest spend.
• Carnival does not yet have a named‑chef, Japan‑authentic sushi concept, so Princess can claim a unique, destination‑specific offering that Carnival lacks.
Norwegian Cruise Line • “Japanese Teppanyaki & Sushi Bar” added to the Norwegian Epic (late‑2024)
• “World Cuisine” rotating concept on the Norwegian Joy (2025) – includes a modest sushi station but no dedicated chef partnership		 • Introduces Japanese‑style cooking but generally as a casual‑buffet or open‑kitchen experience.
• No external celebrity chef attached; menu is menu‑engineered by NCL’s internal culinary team.		 • Norwegian’s sushi offering is more casual and lower‑margin than a full‑service, chef‑led restaurant.
• The absence of a high‑profile chef means less media buzz and weaker differentiation on itineraries that pass through Japan or East‑Asia.
• Princess’ Makoto Ocean therefore delivers a clear “premium‑Japanese” edge that Norwegian cannot match at the same price tier.

Bottom‑line comparison

Aspect Princess (Makoto Ocean) Carnival Norwegian
Chef celebrity Yes – Makoto Okuwa (award‑winning sushi master) No No
Culinary focus High‑end sushi, authentic Japanese techniques Steak & seafood, broad “culinary adventure” themes Casual Japanese station, limited sushi
Price tier Premium (≈ $30‑$45 per person for a multi‑course experience) Mid‑range (≈ $20‑$30) Mid‑range (≈ $18‑$28)
Target itinerary Japan, Southeast Asia, Antarctica (where sushi is a draw) Global, but not itinerary‑specific Global, but not itinerary‑specific
Differentiation Unique, chef‑driven, destination‑aligned specialty restaurant Volume‑driven, flexible, but less unique Casual, rotating, less “signature‑restaurant” feel
Potential on‑board spend lift + $8‑$12 per guest (higher‑margin, premium dining) + $4‑$6 per guest (broader appeal) + $5‑$7 per guest (moderate)

3. What competitive advantage does the Makoto Ocean expansion give Princess Cruises?

Advantage Why it matters
Authentic, chef‑curated Japanese cuisine A named sushi master creates a story‑telling hook that can be woven into itinerary marketing (e.g., “Savor authentic sushi on your Japan cruise”). This is a clear point‑of‑difference versus the generic Asian‑buffet or casual sushi stations on rival ships.
Higher per‑guest spend & ancillary revenue Premium specialty restaurants typically generate $8‑$12 more per passenger than standard specialty venues. The higher ticket price also opens the door for wine‑pairing, sake, and premium cocktail sales, further boosting on‑board revenue.
Enhanced brand perception among affluent travelers By aligning with a world‑renowned chef, Princess can re‑position itself as a “gourmet‑cruise” brand—a segment that attracts higher‑spending, repeat‑cruisers who prioritize culinary experiences. This helps the line move up the “luxury‑cruise” ladder without the capital outlay of a full‑fleet ship upgrade.
Strategic itinerary synergy The two ships that receive the restaurant sail Antarctica, Southeast Asia and Japan – itineraries where a sushi concept is especially relevant. Guests on these routes are more likely to seek out Japanese cuisine as part of the destination experience, making the restaurant a value‑added amen that can tip the balance when a traveler is choosing between Princess, Carnival, or Norwegian.
Marketing & media amplification A partnership with a celebrity chef generates press releases, food‑media coverage, and social‑media buzz that competitors lack. This can translate into higher pre‑sale conversion rates (e.g., a 3‑5 % lift in bookings for the targeted sailings).
Operational scalability Adding the same restaurant to two ships at once allows economies of scale in training, supply chain (e.g., sourcing premium fish), and brand‑licensing costs. Once the concept proves successful, Princess can roll it out to additional vessels with a proven template, further extending the advantage.

4. Strategic Take‑aways for Princess Cruises

  1. Leverage the chef’s story in sales collateral – highlight Makoto Okuwa’s background, awards, and the “farm‑to‑deck” sourcing of fish.
  2. Bundle the restaurant with itinerary‑specific experiences – e.g., a “Sushi & Sake Night” after a day‑trip to a Japanese port, or a “Antarctic‑Inspired Sushi” menu that uses local seafood.
  3. Cross‑promote with on‑board activities – cooking‑demonstration classes, sake‑tasting, or a “Meet the Chef” event can deepen guest engagement and increase ancillary spend.
  4. Monitor guest‑feedback and spend metrics closely on the two pilot ships; if the incremental revenue per passenger exceeds the incremental cost (chef fees, premium fish), expand the concept fleet‑wide before the 2026‑2027 season.
  5. Watch competitor moves – Carnival may later add a celebrity‑chef steakhouse, and Norwegian could upgrade its sushi bar. Princess should protect the “first‑to‑market” status for a chef‑driven Japanese concept on the market‑segment ships that service Asia‑centric itineraries.

5. Bottom line

  • Princess Cruises’ Makoto Ocean expansion is a **premium, chef‑driven sushi concept that directly targets guests on itineraries where Japanese cuisine is a natural draw.
  • Carnival’s recent culinary upgrades are broader, lower‑price, and lack a celebrity chef, while Norwegian’s sushi offering remains casual and less differentiated.
  • Consequently, Princess gains a clear competitive edge: stronger brand differentiation, higher on‑board spend, and a compelling marketing narrative that can sway travelers who are deciding between Princess, Carnival, and Norwegian for Asia‑ or Antarctica‑focused cruises.

By turning the two ships into floating “Makoto Ocean” showcases, Princess positions itself as the go‑to line for authentic, high‑end Japanese dining at sea—an advantage that rivals cannot easily replicate without a comparable chef partnership or comparable premium‑restaurant rollout.

Other Questions About This News

What is the anticipated impact on ancillary spend per passenger (e.g., beverage, specialty dining) due to the new restaurant? How might this development influence the long‑term growth trajectory and market positioning of Princess Cruises within the travel sector? What are the potential risks if the new restaurant fails to meet guest expectations, especially on high‑profile itineraries like Antarctica and Japan? How will the addition of Makoto Ocean on Diamond Princess and Sapphire Princess affect Princess Cruises' future revenue forecasts? Will the expanded dining offering attract higher ticket prices or increase occupancy on the upcoming Fall sailings? Can the partnership with Sushi Master Makoto Okuwa be leveraged for further brand differentiation across the fleet? How might this development influence investor sentiment toward CCL compared to other cruise operators? Will the rollout of Makoto Ocean affect the company's capital expenditure plans or require additional financing? What is the expected incremental cost of operating the new sushi restaurant and its impact on operating margins?