YO! Sushi is considering changing its name as part of a brand overhaul, according to reports.
Campaign magazine quoted a source saying that, by having “sushi” in the name, people associate the chain with raw fish, despite it only accounting for about 30% of the menu.
In June the brand updated its menu, increasing the amount of hot food on offer.
Imogen Rossi, YO! Sushi’s head of brand management, told Campaign that no changes had been rolled out across the estate and that the brand remained the same.
YO! Sushi celebrates its 20th year in 2017 – when it will reach the milestone of 100 sites.