The custom sushi shop How Do You Roll? opened its 10th location today in Marina del Rey, California. The first of its kind, the fast-casual restaurant leads the sushi rebellion and has no plans to slow down.

“We’re proud that we’ve achieved this milestone and can’t wait to continue,” says Yuen Yung, chief executive. “Our mission is to ‘make the world better, one stomach at a time’ and with every restaurant we open, we have the ability to impact more lives.”

The Marina del Rey location is a part of a rapid, nationwide expansion. How Do You Roll? recently opened franchises in Phoenix and Tucson, Arizona, and will be opening restaurants in Jacksonville, Florida, and San Marcos, Texas, this month. Future locations also include Gainesville, Florida, and additional restaurants in the company’s hometown of Austin, Texas.

How Do You Roll? plans to have 30 restaurants open by the end of 2012.

Denise Lee Yohn: QSR's Marketing Guru, Fast Casual, Growth, News, How Do You Roll?