It's pretty hard to re-invent the humble burger. They come in every shape and size these days with every topping under the sun. I reviewed my own favorite last week but just when you thought things had reached their zenith along comes something completely new. Somebody famous once said you can't invent new recipes until you invent new ingredients but Yo Sushi are showing that is bullshit with the launch of their new rice burger. Just like their original concept they've stolen it from Japan but I can safely say it is the first time I've eaten anything like this on this side of the world. I was licking my lips as I flipped through the five options (prawn, chicken, Tofu, tilapia or salmon)...
Just Good Marketing
This might seem like a great new invention but it is all about marketing. This is about getting bums on seats and people talking about Yo. They are a chain and they are brilliant at what they do. We had 3 plates of sushi as we were waiting for the burger and that has to be part of the business plan. The bill for 2 came to 32 Euros and if there is one thing that always puts me off Yo it is the price. They really know how to fucking charge. I liked it though. I wouldn't be eating one every day but this is quirky enough to become a big success. It will hit the mark with teens and people grabbing a "healthy" lunch. I always love to see restaurants innovating so fair play to Yo for keeping up their history of that and getting people talking about them. I'll be really interested to see if people copy this and roll it out themselves. Go in and grab at least one they are well worth trying out. They made the following video to show just how light they are. Like I said brilliant marketing.