YO! launches new pop-up concept as brand approaches 100 sites

YO! Sushi, Boxpark Croydon

Japanese sushi brand YO! is opening its brand new pop-up concept at Boxpark Croydon tomorrow, bringing its total number of sites close to the 100 mark.

Focusing on street food and sushi, the new concept builds on traditional Japanese recipes and re-crafts them for the pop-up environment.

Curated by YO!’s executive chef Mike Lewis and inspired by his regular trips to Japan, YO!’s new Boxpark menu has been crafted with some of the greatest tastes from across Japan, featuring a spectrum of flavours from spicy, fruity and tangy to umami, says the brand.

Lewis, commented on the news: YO! Boxpark is the perfect place for us to explore our Izakaya (Japanese pub) inspiration, allowing us to innovate and introduce playful sharing style dishes.”

Meanwhile, Robin Rowland, CEO, said of the project: “This is a really exciting development. KAIZEN – constant innovation – has always been fundamental to YO! as a brand. Back in 1997, when we launched our first restaurant, we introduced the UK to a whole new way of enjoying food with conveyor belt sushi.”

YO! has put sustainability at the centre of the concept. Not only is the fish 100% responsibly sourced, the menus are made from recycled paper while all of the packaging is recyclable and the menu has been crafted to aspire to zero food waste.

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