Yo! Sushi ponders name change in brand overhaul

Yo! Sushi, the chain of Japanese restaurants, is overhauling its brand positioning.

Yo! Sushi ponders name change in brand overhaul

A source suggested that the changes could include the name of the brand. They said that, by having "sushi" in the name, people associate the chain with raw fish, despite it only accounting for about 30% of the menu. 

While sushi is often equated to raw fish, the defining ingredient is actually rice. 

The brand development follows an update to the menu in June that increased the amount of hot food offered, particularly street-food-style dishes. 

In June, Yo! Sushi partnered the Jungle Creations online food channel Twisted to create a video showing how to make one of the new dishes, okonomiyaki – a savoury Japanese pancake not widely known in the UK.

The video registered 1.2 million views within 24 hours of its launch and increased Yo! Sushi’s Facebook followers to 140,000 – a rise of more than 1,000%. It is now being shown on screens in Yo! Sushi’s 71 UK restaurants and the five it operates in the US. 

Imogen Rossi, Yo! Sushi’s head of brand management, said the chain plans to work with Jungle again to create videos of its other dishes.

"This was by far the most successful digital campaign we’ve ever run," she said. "Previous advertising, marketing and PR campaigns didn’t come close to the results, reach or impact of this short video campaign with Jungle Creations."

With regard to the prospect of new branding for Yo! Sushi, Rossi said that no changes had been rolled out across the estate and that the brand remained the same.

Topics

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).