Simon Woodroffe founded YO! Sushi before appearing as an investor on Dragons' Den.
YO! Sushi was founded by Woodroffe in 1997. The restaurant became known for serving dishes from a conveyor belt, a presentation style that helped make sushi more accessible to a wider British audience.
Woodroffe later joined the original Dragons' Den panel when the British programme launched. His experience building a distinctive restaurant brand informed the business perspective he brought to entrepreneurs seeking investment.
The company name is often written as YO! Sushi, with the exclamation mark included in its branding. Woodroffe is also associated with the YO! brand and later hospitality ventures, so references to his Dragons' Den career may omit the restaurant connection.