June 15, 2012

A New Playground for Sushi Lovers: Rio Meets Japan

 An interesting sushi concept, I think will boom...
 
 
Yoobi is London’s first temakeria. Their concept is an exciting new take on sushi – Brazilian influenced temaki that are freshly hand-rolled to order in an informal, contemporary environment. Temaki were traditionally an informal Japanese family favorite. That was until a new breed of creative chefs in Rio de Janeiro’s hip neighborhood Leblon liberated them from the back page of the menu and put them center stage. This was the birth of the Brazilian temakeria. Yoobi have brought their own unique temakeria to Soho, London.
 
 
Yoobi’s innovative menu boasts an exciting range of healthy, freshly preparedtemaki andmaki sushi, salads and soups. Thetemaki are hand-rolled to order as you wait (in under 60 seconds). There are a variety of unusual recipes to choose from classed as ‘simple’, ‘special’ and ‘deluxe’, depending on how adventurous you want to be.Yoobi uses seasonal and sustainable virgin ingredients then adds an unexpected creative twist – such as the Spanish influenced Tuna Tartar or the Japanese pear mixed with 20-hour cured Salmon. Vegetarians are not forgotten; they’re offered the treat of Avocado and Asparagus orSunkissed Tomatotemaki. Eachtemaki rolled uses sushi rice made fromYoobi’s own bespoke rice recipe and is then wrapped with the filling in a crispnori cone. Fresh juices andsmoothies and healthy snacks are also on offer and customers can take their pick from a range of specially selected teas, which have been chosen to complement the food menu.

Customers will be able to sit in or takeaway throughout the day, as well as make use of the on-foot or bicycle delivery service to addresses within a one-mile radius. Yoobi was founded by two young entrepreneurs with ties to Japan and Brazil, who were inspired by Japan’s finest sushi and the vibrance of Rio’s temakerias . The interior at Yoobi uses bespoke, understated contemporary design punctuated by a colorful graphic language. The impressive faceted white counter draws on the precision of the Japanese influence, the warm wood and bold colors epitomize the Brazilian vibe – both are creatively united to become distinctively London.
Categories: News




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