1. Which experience realm does the YO! brand experience belong to? Victoria Mathers Restaurant Brand & Marketing Business Partner YO!

In 1997, YO! turned the restaurant world on its head being the first to bring the excitement of the Japanese ‘kaiten’ conveyor belt to the UK, educating the British public on a new exciting way to dine out. Fast forward 20+ years and they have a global restaurant business as well as a retail proposition and a YO! To Go take- out sushi range.

This iconic brand changed their name from YO! Sushi to YO! in 2016 to reflect the breadth of the menu as it moved from serving just sushi to a broader range of Japanese cuisine, as well as diversifying from its traditional kaiten belt restaurants to a range of new products and formats. In a time of epochal change YO! is working with partners to develop new technology to evolve its kaiten belt dining experience, keeping the experience fresh for the 2020s and beyond. Additionally, YO! are looking at ways to develop new products for this ever- changing world and how they bring the YO! experience to guests even when they are not dining in through its social media strategy.

There is great emotion associated with the brand; the experience drives a feeling of happiness through being fun. It’s essential to keep the essence of YO! at the heart of everything new the brand develops. The brand embraces and capitalises on its heritage as it evolves its brand proposition for new markets and generations.