What is YO! Sushi?

Information on YO! Sushi:

Source: Wikipedia

• YO! Sushi is a British restaurant chain which was started in 1997 and is owned by Quilvest (lead investor) and the YO! Sushi Senior Management team. 
• YO! Sushi specializes in delivering sushi to customers using the Japanese style conveyor belt method.
• Cooked foods are prepared in a kitchen in plain view of customer. 
• In order to indicate freshness, a label is applied to the lid of the dish to when the dish must be consumed by.
• The restaurants are mostly based in the United Kingdom with the majority in London. Restaurants have also been opened in the Middle East in Dubai, Bahrain and Kuwait, with others in other countries such as Russia and Ireland.
• The company's headquarters is located on Farringdon Road, London, UK.

Source: Yo! Sushi Official website

•  The original and most famous sushi brand in the UK. 
•  Our customers queued around the block as we gave the capital a slice of Urban Tokyo.
•  The experience was fun and exciting, whilst the food was revolutionary and made lovingly.
•  By 2001 supermarkets started selling packaged sushi to the Great British Public. 
•  Takeaway or delivery 
• 80 Japanese inspired items, including delicious soups, rice or noodle-based dishes, salads, tempura and even hot classics like Chicken Katsu Curry, Salmon Teriyaki or Yakisoba noodles (some of our best sellers).
• For the past 11 years YO! Sushi has been led by our CEO, Robin Rowland and with the help of our leadership team .
• London-only sushi brand to an international iconic success with over 60 restaurants worldwide. 
• We serve over 3.5 million customers a year throughout the UK and across the globe in Moscow, Dublin, Dubai, and Kuwait … phew, now that’s a lot of maki rolling!

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To understand this design brief fully I want to know more about the company I will be designing for. I have taken information from 2 sources about YO! Sushi (see above), I have cut the full information down to the key parts so that I can locate their key factors better.

From doing this research on the company I have found out that YO! Sushi was created back in 1997 in London, the company prides its self on the fresh food it has. The fresh food is a selling factor of this company, the food is cooked and prepared in plain view so that customers can see that the food is fresh, the food is prepared, cooked and then put out with a expiry date label. The label of reinsurance to the customer that what they are eating is fresh as this type of food seems alien to most people. According to the source customers were queuing around the block to get to their sushi or as the source puts it “slice of urban Tokyo” it goes on to say that the experience is fun, exciting and the food is revolutionary. This company has found a gap in the market and has exploited very well, they use originality to attract customers and offer a pleasant experience when eating due to you seeing and eating fresh food. The company in its 13 year life span has now got 60 stores worldwide and serves 3.5 million customers per year. When designing I feel the design has to be friendly and happy, the design must not confuse people as people often get scared of stuff they don’t understand and the way this company has marketed this foreign food is a great example.