Which original Dragons' Den investor founded the design brand YO! and opened YO! Sushi?

The story behind the answer

Simon Woodroffe founded the design brand YO! and opened YO! Sushi.

Woodroffe created YO! Sushi in London in 1997, introducing a conveyor-belt dining concept that made dishes move past customers in the restaurant. The venture was part of a wider YO! brand associated with design-led hospitality and consumer experiences. Woodroffe later became one of the original investors on the British Dragons' Den panel.

His background differed from that of a conventional finance specialist. He had worked in design and entertainment before moving into hospitality, and his businesses emphasised distinctive branding and customer experience. That perspective shaped the kinds of ideas he considered on the programme.

YO! Sushi is sometimes described simply as a Japanese restaurant chain, but its conveyor-belt service was central to its identity and helped distinguish it in the British market. The answer is Simon Woodroffe, not a later YO! executive or one of the other original Dragons.

Source: Wikipedia · fact-checked Oct. 2026

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