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Business > Business Person > March 2015 > After a chance meeting with founder of Yo! Sushi, Simon Woodroffe, Robin joined YO! Sushi as Operations Director in July 1999 and took over as CEO in September 2000. In 2003, he led a management buy-out and has since taken the brand from a niche Japanese ‘kaiten’ dining concept, serving fresh sushi delivered by conveyor belt, into an award-winning, internationally recognised brand with over 100 restaurants worldwide serving more than 7million customers a year… Firstly, you’re a resident of Surrey are you not? Yes, we bought an old farm house in Mitcham near Leatherhead. We chose Surrey for the quality of life, great schools, somewhere nice for our children to grow up in. I literally walk across fields to get to the station to go to work every day. So I leave my boots at the station and head off to London. So what drew you to the hospitality sector? I was one of the lucky ones who were offered a job straight out of university with companies like Marks & Spencer and Whitbread.

And then I ran a business called Old Orleans, American restaurants that I was very proud of. It was a bit more fun than the others; very people-orientated, leading people doing extraordinary things rather than sitting behind a desk. It appealed to my kind of nervous agitation to get things done all the time.rockstar sushi jeans shop online Do you still have that nervous agitation?jiro dreams of sushi dvd region 2 Of course, just ask anyone who works for me! best sushi rolls at mikuniI’m always fretting about whether we are doing the right thing, with our people, our projects, our products, promotion and profits. juego sushi cat honeymoon 2

I’m very sad, I always apply my ‘five P’s’ to every business I run. But it’s served me well. What appealed to you about working with Yo! Having worked with lots of different companies and concepts, I wanted to do something which was going to be revolutionary. Sushi’s founder, Simon Woodroffe, who was a genius in terms of redefining eating out. sushi mushi onlineHe’d been to Japan and seen Kaiten restaurants, and Japanese food in the UK was very expensive – only because it could be, not because it had to be – and he figured out he could put a bit of rock n roll into the concept and do it better. sushi pop pedir onlineIt was ahead of its time, so I threw my lot in with him, became a partner and bought the business of him in 2003 when we only had about 12 restaurants.sakae sushi menu price list

What obstacles did the company face in its early days? Was the ‘kaiten’ (conveyor belt) style of dining a difficult sell at the start? We were quite lucky with some adventurous landlords; Harvey Nichols and Selfridges took us in which was a badge of quality. But for a lot of people it was scary: Japanese food was scary and it was unlike any restaurant they’d ever been to, so there were some barriers to entry. But today 10 percent of the population have eaten at Yo! in the last ten months. It’s an insane number, like 7million people, so people have definitely gotten over their old phobia of raw fish.Sushi at Bluewater (image: Clem Rutter) Describe the Yo Sushi experience for the few people who haven't visited... You’re probably going to eat four or five different coloured plates that you’d choose from the conveyor belt. Or you might order a couple of hot dishes from the kitchen. You’ll probably only spend 25 minutes and about £15. You’ll find it highly addictive and you’ll feel full but not overfull.

But most of all you’ll come out feeling really good having eaten really good quality protein; and spanking good quality fish. You won two Webby awards in 2010. What role has digital played in the company’s journey? It started with us getting good company feedback, to get good data capture and gather comments and listen to customers intelligently but not defensively. But with regards to ‘messaging’, the push, we started out being people’s friends without pushing things down their throats. We’ve always thought of ourselves as a ‘lifestyle’ brand rather than a restaurant company. So we deal with designers like stage designers or fashion stylists – never people from the restaurant world. How does the company plan to keep innovating its brand and menu? We don’t forget that our roots are in Tokyo and Osaka so we visit Japan regularly. So we’ve introduced a really good range of ramen and rice burgers that we’re proud of. We try to bring stuff that people haven’t seen back from Tokyo to the streets of Aberdeen or Guildford.

So we’ll try to keep innovating and pushing the boundaries. You’ve said before that you believe that this is the ‘Asian century’. What do you mean? I guess I’m in a privileged position and have travelled all around the world. And I think that people are looking for more taste sensations, more quality, they want lighter dishes. The heavy, western dominated cuisine, the pizza and pasta revolution that we’ve seen through the 80’s and 90’s, has kind of had its day. So my bet is that there is more that can be done with the cuisine from Asia. There’s a huge untapped variety of Asian food that we have yet to see in the UK. Any plans to bring more Yo! Sushi’s to Surrey in the near future? Yeah, we build about ten a year. But we are very careful about where we put them – we’ve had very few failures, fortunately. But I don’t want to open where we won’t have the like-minded customers in the right volume. The location has to be interested and buzzing.