Simon Woodroffe founded Yo! Sushi before appearing on the British show Dragon's Den.
Yo! Sushi was established in London in 1997 and became known for bringing conveyor-belt sushi to a broad British audience. The restaurant concept combined Japanese food with a fast, visually distinctive service style, allowing customers to select plates as they moved past them.
Woodroffe's background as an entrepreneur made him a natural fit for the original Dragon's Den panel. His experience was not limited to food: he had also worked in entertainment and hospitality, including the development of the Yo! brand beyond its original restaurant concept.
Yo! Sushi is sometimes confused with other Japanese-inspired or casual-dining chains that expanded in Britain around the same period. Its identifying feature is the kaiten-style conveyor belt, a format that helped distinguish the brand in the British restaurant market.