YO! Sushi has been named the UK’s most trusted restaurant brand.
The Lippincott Brand View Study asked people to rate consumer brands based on three criteria: whether they truly care for their customers; whether they are trustworthy, real, and authentic; and do they have a personality that is “vital and unique”.
YO! Sushi came top of the restaurant brands with 8.4 out of 10.
The report says: “The brand taps into our longing for open and fun-filled experiences. Customers take a seat at a communal table and pick out their food choices from a revolving conveyor belt. Food is prepared in plain view and a chef is there in front of you to meet any special requests.
“This uncomplicated style and open, friendly nature gives customers room to be themselves, but with a human touch to add spontaneity and intimacy to the experience.
“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.”
Paul Priestman, director at Priestman Goode and president of DBA, 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.”
In total 30,000 people were questioned across four continents and 1,000 brands. The average UK brand scored 4.2, or half that achieved by YO! Sushi.
Other sectors measured include airlines, retail, groceries, consumer electronics, financial services and media & entertainment; the latter category was won by Disney with 6.1 out of 10.
