Yo, owner of the restaurant chain formerly known as Yo Sushi, has unveiled an unusual rebrand which seeks to highlight the scale and choice its menu offers.
The Japanese food brand has undergone a tongue-twisting (and tongue-in-cheek) rebrand to YoSushiRamenKatsuStirfryCurryBaoBurgerGyozaFriesYakisobaMochiBallsFriedChickenPopcornShrimpBeefTeriyakiChocolateBrownie (yes you read that right), to showcase the 17 options on the menu.
Upgraded signage at its London Richmond branch will feature a 12ft 121-character sign to promote the name change.
Customers who upload a video to social media of them successfully completing the tongue-twister will be in with a chance of receiving a £50 voucher.
The stunt follows on from Yo having dropped the 'Sushi' element of its name some three years ago. However, the brand has failed to communicate to customers how diverse its product range now is, enlisting creative agency Pablo to help refine its proposition just last month.
Luisa Fernandez, marketing director at Yo said: “After bringing fresh sushi to the UK for the first time 22 years ago, we want to show diners that we are consistently at the forefront of change, with our exciting and diverse menu.
"We hope our new name change will get people talking but most importantly, show just how extensive our food offering is and that there really is a dish for everyone at YoSushiRamenKatsuStirfryCurryBaoBurgerGyozaFriesYakisobaMochiBallsFriedChickenPopcornShrimpBeefTeriyakiChocolateBrownie."