Yoobi, London’s first temakeria, is to open its second site in Oxford Circus this May. Ideally located to attract the lunchtime crowd, and following in the footsteps of the group’s first site on Lexington Street, Yoobi will serve a small but perfectly formed menu of freshly made temaki rolls, maki rolls and sashimi. Yoobi draws inspiration from Japanese traditions and the flavours of Brazil, the result, is a range of unique creative flavour combinations, pushing the sushi experience in an exciting new direction, and revolutionising London’s sushi eating habits.
The focus of Yoobi’s menu lies with temaki (Japanese hand rolls), that come wrapped in a crisp nori (seaweed) cone and are typically designed to be eaten by hand. Using only the highest quality ingredients, Yoobi prides itself on provenance, sourcing local produce wherever possible. The fish is sustainably-caught in Scotland, supplying Michelin-starred restaurants including Roka and Nobu, the vegetables and wasabi are freshly sourced each day from in and around London and the rice is Yoobi’s own-blend of two Japanese strains. Designed with the health conscious in mind, Yoobi was one of the pioneers in carb-free sushi, with 20% of Yoobi’s menu completely carb-free.
The temakeria echos the personality and spirit of Brazil, and to coincide with the 2016 Rio de Janeiro Olympic Games and the rise in popularity of Brazilian cuisine, the Yoobi Oxford Circus menu will introduce a selection of new Brazilian-influenced dishes, including Spicy Amazon Salmon Temaki delicately spiced with North Amazonian Bicinho Pepper, and Seared Pincaña Temaki (Brazil’s most popular cut of beef) with a Spicy Teriyaki Sauce. All of Yoobi’s temaki are also available as maki rolls, and vary in price and size. ‘Simple’ options (£3.20) include; Scottish Salmon with Chives and Fresh Wasabi, and Cucumber with Wasabi Crema and Sesame Seeds. ‘Special’ options (£3.60) include; Spicy Tuna with Romaine Lettuce, Croutons and Yoobi Spicy Sauce, and Avocado and Asparagus with Baby Spinach, Carrots and White Miso Sauce. ‘Deluxe’ options (£4.00) include 20 Hour Cured Salmon with Asian Pear, and Tuna Tartare with Guacamole, Chives, Capers, Jalapeno, Lime and Sea Salt. Acai bowls, a seasonal salad bar and fresh juices will also be available.
Inspired by the exciting cocktail culture of Brazil, alongside the ancient traditions of Japanese sake, Yoobi has also created London’s first ‘Sakeria’. Introducing Londoners to a unique range of Brazilian-Japanese fusion cocktails made with an array of Japanese sakes and fresh Brazilian flavours, Yoobi’s cocktail list will include; ‘Samba Mule’ made with Lemon Grass, Tequila, Reposado, Sake and Ginger Beer, ‘Japanese Mojito’ made with Sake, Bacardi, Mint and Lime, and a ‘Sakerinha’ – similar in style to a classic Brazilian caipirinha. This short drink will be made with traditional Ozeki Dry sake and freshly crushed strawberry, kiwi, lychee or mango.
Although still a fast, casual dining restaurant at heart, Yoobi Oxford Circus will also boast table service and outside seating, to appeal to an evening crowd looking to enjoy a fresh, light and healthy bite to eat in a vibrant and central London location. Significantly larger than its Lexington Street counterpart, Yoobi Oxford Circus will have 64-covers and boast its own unique design; simple in style, yet with a strong focus on colourful graphics and the vibrancy of Brazil, the perfect pit-stop for any Olympic celebration. A long terrazzo marble sushi counter will be the focal point of the room, that will also serve as dining space under a large interior canopy. As with the Soho site, Yoobi Oxford Circus will boast a colourful wooden feature wall, reminiscent of the triangular shape of temaki, and expertly designed to showcase Yoobi’s abstract signature style. A bespoke brass chandelier has also been designed to add a sense ambience for those eating in the evening hours.
Yoobi was founded in 2012 by Nicolas Steiner and Carolina Rodrigues. Following extensive travels around both Brazil and having grown up in Japan, Nicolas saw first-hand the influence that Japanese cuisine had on Brazilian palettes, and the subtle flavour combinations that differentiated Japanese temaki from Brazilian temaki, which was rapidly growing in popularity due to a huge Japanese community in Rio. Keen to introduce this unique style of eating to London, since its opening Nicolas has driven the Yoobi experience to new heights, redefining the business model for extensive roll-out. Co-Founder and Creative Director, Carolina, a Portuguese and Brazilian national, has drawn upon her Latin American spirit and heritage to make Yoobi the most authentic casual dining restaurant of its kind in London, with a vibrant and contemporary buzz. Now, both Nicolas and Carolina, are bringing together their knowledge of Brazilian and Japanese culture in the launch of the new Yoobi Oxford Circus site.
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