Why HerUni Loves Yoobi
May 15, 2012
By: Alexandra Crisp
Living in London can often mean amazing shopping, buzzing atmosphere and a rich mix of locals and internationals. While all these factors make the city so unique, there is one key element that cannot be found anywhere else in this country: London’s food scene. Last week HerUni made a very exclusive visit to Yoobi, Soho’s newest sushi joint or a Temakeria to be exact, where Temakis and rolls are made fresh and on demand behind a large futuristic-style counter in the middle of the venue. Situated in the heart of Soho on Lexington Street, Yoobi introduces a highly original take on the traditional sushi that we have come to know and love over the years. It is a hybrid between Japanese cuisine and the Brazilian concept of fast and casual temaki bars foreign to this continent but abundant in Rio de Janeiro.
We had the pleasure to chat to the founders, Nicolas and Carolina, a boyfriend and girlfriend duo who combined their international experiences with Carolina’s Brazilian background to co-create Yoobi. They told us all about the journey of creating their first restaurant and how it evolved from an interesting concept into a unique culinary experience for Londoners (and tourists) to enjoy.
Yoobi’s exotic menu offers both fish-based and vegetarian sushi choices presented in cone-shaped temakis or traditional maki rolls, with their salmon and tuna selections boasting a high quality reputation as they are delivered fresh every morning. Salads and soups are also part of the carefully crafted food selection but not as fun to watch as the sushi, which is rolled up and ready to enjoy in less than a couple minutes. The end-result is so perfect you won’t want to take a bite, but once you do it will be hard not to stop! It makes it quite practical that the venue offers eclectically decorated wood stools and tables for eating in as well as handmade take-away bags for those on a tight lunch schedule.
What we love most about Yoobi (aside from the finger-licking temakis and Brazilian infused atmosphere) is that everything you see has a story behind it: from the design of the sushi bar to the takeaway packaging and labels, there is a personal touch in every small detail and hidden corner. Yoobi breaks with the trend of chains and franchises by putting its unique homemade stamp on their products and in the Yoobi experience, a rare find in the globalized world we are currently living in.
So if we’ve tempted you to go down to the corner of Lexington and Beak Street, you shouldn’t leave without sampling our favourite temakis on Yoobi’s menu: the Japanese pear mixed with with 20-hour cured salmon and the avocado and asparagus for those veggie lovers out there. Wash it all down with a fresh fruit juice or try Yoobi’s take on a Caipirinha made with Sake instead Cachaça. Now this is a flavourful, fun and healthy meal that will make you say “I love Yoobi!”
38 Lexington Street, London W1F 0LL
Visit Yoobi’s website