Yo! Sushi is set to launch a new rice burger, known as the Yo! Burger, which it said would mark a departure from its traditional offering.
The company, which is set to launch a major marketing push for the product later this month, has invested in new kitchen equipment and staff training across its restaurant estate ahead of the introduction of the new product.
Instead of a traditional bread bun, the YO! Burger bun is made from the Japanese toasted rice and a range of five fillings - teriyaki chicken, kimchi salmon, prawn katsu, tilapia katsu (whitefish) and tofu katsu.
The new Japanese inspired dish will be available across most of Yo! Sushi's 65 UK restaurants from Tuesday 11 June priced at £8. Each YO! Burger is served on a Japanese bento tray with a selection of new accompaniments including a palate cleansing pickled daikon slaw, nori crackers in place of fries and a "misochup", instead of ketchup.
Mike Lewis, Yo! Sushi executive chef said: "With the Yo! Burger, we wanted to introduce the nation to something entirely new, inspired by Japan and exclusive to us. It's taken several months to develop, a raft of new kitchen equipment, but with the Yo! Burger we know diners will feel like they've had a taste of the future."
The "Taste The Future" campaign to support the launch will encompass TV, press, PR, social media and in-restaurant promotion.
Robin Rowland CEO of Yo! Sushi said: "In a market going nuts for burgers right now, we have created a genuinely exciting alternative to the standard "beef in a bun" offering. It is not only lower in calories, but a revolutionary new product."