First they came for the conveyor belt
Yo! Sushi has slowly been excising itself from sushi for several years. First it ditched sushi from its logo. Then it ditched its signature orange conveyor belt and started writing its name like this: Yo! Sushi, like an awkward stage whisper. Now, it has appointed creative agency Pablo to totally overhaul its brand, with one key mission: make customers forget that Yo! Sushi was ever known for sushi in the first place.
This might sound drastic. But, consider this: Jamie’s Italian, Carluccio’s, Prezzo, and Gourmet Burger Kitchen have all collapsed or seriously struggled precisely because they failed to evolve or innovate. Struggling burger chain Byron Burger has recently announced a total restaurant rebrand — led by an interesting logo — after piecemeal initiatives like mushroom-beef burgers failed. Overhauling an entire brand might seem risky, potentially severing consumer trust and leaving regular diners confused, but when the number of diners coming in simply isn’t enough to make the numbers add up, total evolution — in step with dining trends — is, perhaps, the only way forward. [The Drum]
And in other news...
- Here are 20 Michelin-starred restaurant deals worth trying in London, from stellar set lunches to early dinner menus.
- Goldsmiths University has banned beef on campus.
- Extreme rain in the U.K. and extreme heat in Europe have driven cauliflower steaks off menus, leaving chefs scratching their heads over which vegetable to aestheticise as meat next.
- Snackbar is open now, slinging technicolour rice bowls and kaya toast in Dalston.
- A fascinating look at the making of food displays in museums. [Atlas Obscura]
- The Sunday roast is the sixth most essential travel experience in Britain, apparently. On a totally unrelated note, here are London’s best Sunday roasts. [Evening Standard]
- Good tweet: