YO! Sushi's Slogans & Taglines

YO! Sushi is a British conveyor-belt sushi restaurant chain founded in 1997 by Simon Woodroffe in London’s Soho district. Inspired by Japan’s kaiten (revolving) sushi bars, the brand introduced the UK to a dynamic, self-service dining experience where colour-coded plates travel along a conveyor belt, with prices determined by plate colour. The concept combined authentic Japanese cuisine with a modern, high-energy atmosphere influenced by anime, manga, and Tokyo street culture. Today, the company owns, operates, and franchises restaurants across the United Kingdom, Republic of Ireland, Russia, United Arab Emirates, Saudi Arabia, Bahrain, Kuwait, and Australia, serving sushi, hot street food, and Japanese-inspired dishes. In 2017, the brand underwent a comprehensive refresh centred on the campaign concept This is Tokyo, reinforcing its identity as a gateway to modern Japanese dining.

Brand messaging has been anchored by the experiential promise This is Tokyo, which positions the restaurant as an authentic taste of contemporary Japanese culture rather than a Westernised approximation. While earlier advertising slogans have not been extensively documented in public sources, this positioning reflects the brand’s founding mission to democratise sushi and make Japanese cuisine accessible, fun, and visually engaging for a global audience.