Yo restaurant gets tongue-in-cheek 119-letter rebrand

September 10, 2019

A branch of Japanese restaurant chain Yo has adopted an unwieldy new name – and it’s challenging customers to pronounce it.

The Richmond branch of the chain, formerly known as Yo Sushi, has installed a 12-foot sign bearing its new name: YoSushiRamenKatsuStirfryCurryBaoBurgerGyozaFriesYakisobaMochiBallsFriedChickenPopcornShrimpBeefTeriyakiChocolateBrownie

The restaurant is asking customers to film themselves pronouncing the name, which is made up of all 17 dishes on its menu, and upload the video to social media for the chance to win a £50 voucher.

The stunt is part of Yo’s ongoing attempts to show consumers that it offers more than just sushi. It recently hired agency Pablo to support its new positioning.

Commenting on the temporary rebrand, Yo’s marketing director Luisa Fernandez said: “After bringing fresh sushi to the UK for the first time 22 years ago, we want to show diners that we are consistently at the forefront of change, with our exciting and diverse menu.”