Content Marketing and Flying Sushi

If you haven’t heard yet, YO! Sushi, a London-based chain, is setting the bar for virtually everyone on how to keep things fresh, exciting and innovative.

yo sushi

It isn’t uncommon for pioneers of a ground-breaking movement to feel that their efforts go to waste once the trend they carefully fostered becomes widespread. In doing so, some feel that a once a game-changing decision can become devalued after going mainstream. Think about it; the commercialization of grunge rock in the 90’s, the emergence of social media over the last decade, and the advent of the smartphone.

For YO! Sushi, it was the utility belt serving system, or a continuously moving platform that transports objects from the kitchen to customers in the restaurant. But instead of squabbling about how everyone is now using its technology, the restaurant, who became the first in the UK to do so, decided it was time to evolve the food business as a whole. Without a second thought, the company was ready to associate its brand with yet another landmark.

And just like that, YO! Sushi began testing its new way of serving customers – the flying tray. Nicknamed “iTrays,” these trays have flat tops to carry plates across the restaurant and even outside to land right on customers’ tables. Little does the customer know, the tray is being controlled using an iPad by the waiter.

The trays were created as a way to introduce the company’s new line of limited edition YO! Burgers. “It’s really a way of…showing you how exciting food can be and putting it right in your face,” says YO! Sushi CEO, Robin Rowland.


So, what does flying fish have to do with content marketing?

“It’s all about innovation,” Rowland says in the video above. He couldn’t be any more correct, especially considering content marketing strategies.

The company saw that one way of delivering food – an idea it conceptualized itself – had taken off. Once many other restaurants began adopting its idea, the business recognized a new way to yet again surpass the rest with the world’s first flying “iTray.” Even better, it used this new idea to promote a new product – killing two birds with one stone. Once again, YO! Sushi is at the forefront of innovation and has expanded its brand even farther than before (I never knew about the company until I read about the flying trays).

Rowland puts it best when he explains that it’s all about an entire concept and presenting that concept in an “unusual and exciting way.” The goal of content marketing is to strengthen brand awareness, increase Web traffic, bolster lead generation and establish oneself as a thought leader in a respective space. Content marketing should not be fragmented. It should be one, unified, continuous goal. It should never end.

Rowland says that after 16 years of implementing a conveyor belt system, it decided to push the boundaries again, “and that’s what [it’s] all about.”

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