YO! Sushi has been voted the UK’s most trusted restaurant brand following a report from the Human Era Index. Other brands topping their categories included Emirates Airways, John Lewis, Disney, Amazon and Virgin Atlantic.
Leading the restaurant category with a score of 8.4 out of a total of 10, Paul Priestman, Director at Priestman Goode and President of DBA commented:
“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 included 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”.
Lippincott noted that “a low-touch offering can also be a human one if the brand makes an effort to strike a relationship with its customers.”
Human Era Index
The Index analysed the Lippincott BrandView database of 30,000 customers across 4 continents and over 1,000 brands. The Index is quantified from an equal weighting of 3 character traits that indicate whether a brand connects on a more human level than its counterparts. Each brand is rated by its customers on 3 dimensions:
- Do you truly care for and about your customers?
- Are you trustworthy, real and authentic?
- Do you have a personality that is vital and unique?
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About YO! Sushi
Founded in 1997, YO! Sushi was the first to bring the concept of a Japanese ‘kaiten’ sushi bar that delivered food via a conveyor belt to the UK. To this day, YO! Sushi’s dishes are freshly prepared in our restaurants daily.
By 2001, YO! Sushi had become the market leader in sushi restaurants and has grown from a London-only sushi brand to a 77 strong group of restaurants worldwide, serving over 6 million customers a year. YO! Sushi is privately owned by Quilvest and the YO! Sushi senior UK management team, which is led by CEO Robin Rowland.
YO! Sushi – Fast, Fun, Fresh Facts:
- YO! Sushi’s first restaurant, Poland Street, opened in 1997
- YO! Sushi currently has 66 UK and 11 international restaurants
- YO! Sushi UK serves 120,000 guests per week or 6 million per annum
- Average spend per head: £15
- No. of UK team members: 1600