YO!

is a global hospitality company that has focused on creating immersive and innovative
experiences for its customers. The company has implemented several strategic experiential modules
(SEMs) to achieve this goal.

One of the SEMs that YO! has aimed to create is the "Sense of Place" SEM. This module focuses on
designing environments and experiences that capture the essence of a particular location. YO! aims
to create a unique atmosphere that is reflective of the local culture, customs, and aesthetics. By
doing so, YO! can provide a memorable experience for its customers, making them feel connected to
the local area and enhancing their overall experience.

Another SEM that YO! has focused on is the "Social Interaction" SEM. This module is centered around
creating environments and experiences that foster social interaction and connection among
customers. YO! achieves this by designing communal spaces, offering shared dining experiences, and
creating opportunities for customers to interact and engage with each other. By doing so, YO! creates
a welcoming and inclusive environment that encourages customers to return and become regulars.

Lastly, YO! has aimed to create the "Personalization" SEM. This module focuses on tailoring the
customer experience to each individual's unique preferences and needs. YO! achieves this by offering
customizable menu options, personalized service, and by utilizing technology to track and analyze
customer data to provide a more personalized experience. By doing so, YO! creates a highly
personalized experience that meets the needs of each customer, enhancing their overall satisfaction
and likelihood to return.

YO!

In 1997, YO! turned the restaurant world on its head being the first to bring the excitement of the
Japanese ‘kaiten’ conveyor belt to the UK, educating the British public on a new exciting way to dine
out. Fast forward 20+ years and they have a global restaurant business as well as a retail proposition
and a YO! To Go take-out sushi range.

This iconic brand changed their name from YO! Sushi to YO! in 2016 to reflect the breadth of the
menu as it moved from serving just sushi to a broader range of Japanese cuisine, as well as
diversifying from its traditional kaiten belt restaurants to a range of new products and formats. In a
time of epochal change YO! is working with partners to develop new technology to evolve its kaiten
belt dining experience, keeping the experience fresh for the 2020s and beyond. Additionally, YO! are
looking at ways to develop new products for this ever-changing world and how they bring the YO!
experience to guests even when they are not dining in through its social media strategy.

There is great emotion associated with the brand; the experience drives a feeling of happiness
through being fun. It’s essential to keep the essence of YO! at the heart of everything new the brand
develops. The brand embraces and capitalises on its heritage as it evolves its brand proposition for
new markets and generations.
YO! restaurants have a truly unique proposition centered around the kaizen belt where guests are
more actively involved in the dining experience than other restaurants due to how you eat being very
different from a traditional restaurant setting. The experience of watching the colourful plates
spinning round the belt itself as the guest decides what to grab is fun and allows diners to customise
their meal almost like a Japanese pick ‘n’ mix. YO! delivers each guest an individual experience as it
allows you to select lots of small dishes from the conveyor itself or, by pushing a buzzer, to order hot
dishes from a team member. The environment encourages grazing so how you eat is a very different
experience to a standard restaurant where you order at least your starter and main which are then
brought to you. At YO!, as soon as guests sit down they can start tucking in, so at YO! you eat what
you want when you want it, and normal restaurant rules do not apply here!

At YO! guests’ involvement is greater than most restaurants as they are involved in the excitement of
the experience as soon as they walk in. Whether it’s watching for your favorite dish to come around
the belt, the temptation of trying something new, selecting your own dish, pressing the buzzer for
the waiter, or using the self-service water taps, guests’ involvement and interaction is central to the
experience.

Moreover, the role the chefs play is unique as they are the focal point of the experience with guests
sitting around the kitchen, watching the chefs work away in the vibrant bustling open kitchen. It’s the
chefs, not traditional waiters, who pass the dishes directly to diners from the kitchen, and this
reinforces the importance of cooking delicious fresh food which is at the heart of the YO! experience.

Although the theatrical nature of the YO! restaurant experience is what makes it so unique it has to
be supported with delicious product (food and drink) and intuitive service, or the experience would
fall flat which is why YO! are continuously looking at ways to drive excitement through their products
as well as the experience itself. In summary, immersing guests in the dining experience enables the
brand to ignite their five senses and set the scene from the start; by playing on trend lively music,
watching the theatre of the open kitchen and belt, salivating at the smell of delicious food being
prepared in the open kitchen, grabbing the plates from the belt, or enjoying delicious flavoursome
food – the YO! experience encapsulates it all.

The beauty of the YO! concept is that it fulfils different guests’ needs in different markets and it’s
exceptionally flexible to different guest occasions. It’s perfect not only for single time-strapped diners
on the move in transport hubs, or shoppers searching for a quick pit stop, but it also works as a
destination restaurant in many locations where families and groups of friends love dining around the
belt because it’s a really fun, different way to dine out.

Capitalising on the experience economy, YO! have developed sushi masterclasses extending the in-
restaurant experience past traditional dining. There are adult Sushi Schools and Mini Ninja classes for
children where guests can learn how to make the brand’s most popular sushi dishes and enjoy their
creations after. These classes are fun for friends, corporate events, and parties, further extending the
occasions where guests can enjoy YO!. Moreover, the classes are a brilliant way to introduce new
people to YO!. They further immerse guests in the YO! experience as they make them feel the brand
shares its secrets, recipes, and skills which helps build brand consumer trust. Likewise, as sushi is
hard to replicate at home and as an extension to Sushi Schools, YO! have developed their own Sushi
Making kit which guests can buy to recreate their YO! favourites at home.

YO! is now not only a dine-in restaurant brand as it has extended into different retail formats with a
range of products available to pick up instore and at mainstream supermarkets. The launch of YO! To
Go, initially within the restaurants and now within supermarket kiosks, offered a way to adapt to ever
changing consumer needs as the ‘grab & go’ and delivery economy grew. With the YO! To Go sub-
brand the company increased the number of occasions guests could enjoy YO!. More so, the guest
experience of YO! has changed as people now eat the food away from the belt, at their desks and at
home, leading the brand to focus on developing what the at-home brand experience is. Something as
simple as forgetting chopsticks in a YO! To Go order can completely change the brand experience for
the guest by them needing to use a fork instead. When you have limited chances to communicate
the brand dining experience away from the instore-theatre of the belt, every little detail which tells
the story of Japanese dining must be transferred to the guest at home. This extends to the
development of the YO! At-home retail range which includes sauces, snacks, ready meals, and gifting.
The brand has also integrated on the back of the product packaging a link to recipes on the YO!
website to help guests use the products to recreate their favorite dishes at home.

Both within the restaurant and retail setting it is important to ensure all touchpoints communicate
the brand experience. Extending across all digital channels, menus, packaging, and point-of-sale
materials, YO! brings the brand experience to life by maintaining consistency through all touchpoints
and communicating utilizing social media channels to bring the YO! multi-channel experience
together is essential to their success. Examples include showcasing the fun and uniqueness of the
belt dining experience to sharing recipes guests can recreate at home. Social media and monthly
newsletters are integral to communicating the consumer occasions to enjoy YO! and how YO! has a
format and experience for every guest occasion.

Increasing the opportunities and occasions to enjoy YO! is instrumental for building a successful
multi-format brand beyond the kaiten belt and achieving the highest level of resonance with guests.