YO! Sushi has been voted the UK’s most trusted restaurant brand, according to an index that ranks companies on the extent of their customer engagement.
The sushi chain lead the restaurant category with a score of 8.4 out of 10, joining other category winners such as Emirates Airways, John Lewis and Disney in the Human Era Index from brand strategy firm Lippincott.
Paul Priestman, president of the Design Business Association, said: “For me, the YO! brand is about breaking down boundaries, it’s incredibly democratic and is accessible to everyone. The brand makes an effort to strike a relationship with its customers, using tools such as Twitter to make the dialogue conversational, playful and friendly.”
The six characteristics exhibited by the most trusted brands include customer empathy; behaving like real people; being open and real to the point of being flawed; not being boring; caring about the little things; and empowering individuals ‘to be the brand’.
YO! Sushi was founded in 1997 and became the first restaurant brand to bring the concept of a Japanese ‘kaiten’ sushi bar that delivered food via a conveyor belt to the UK.
It has grown from a London-only sushi brand to a 77 strong group of restaurants worldwide, employing 1,600 staff in the UK. All of its dishes are freshly prepared in its restaurants daily. It serves more than 120,000 meals every week in the UK.