Simon Woodroffe founded the Yo! Sushi restaurant chain and was an original Dragon on Dragons' Den.
Woodroffe opened the first Yo! Sushi restaurant in London in 1997. The concept used conveyor belts to deliver colour-coded plates of sushi to diners, creating a distinctive service style that helped make sushi more approachable to a wider British audience.
He was one of the original investors when the British television series launched in 2005. Woodroffe later left the regular panel, but his restaurant remains the business most strongly associated with his entrepreneurial career.
Yo! Sushi is frequently written as YO! Sushi in the company’s branding. It should not be confused with later sushi chains or with Japanese restaurant concepts that adopted conveyor-belt service independently. The founding link belongs to Woodroffe.