In 1997, at the age of 45, Woodroffe opened the first YO! Sushi restaurant on Poland Street in Soho, London. The restaurant introduced the UK to the Japanese ‘kaiten’ conveyor belt sushi concept, featuring innovative elements like call buttons, robot drinks trolleys, and self-heating plates . The brand rapidly expanded, and by 2023, YO! Sushi was sold to Zensho Holdings for £494 million .

Beyond YO! Sushi, Woodroffe established the YO! Company, encompassing various ventures such as YOTEL, a chain of capsule hotels inspired by Japanese design, and YO! Home, a project focused on innovative urban living spaces . His entrepreneurial success led to numerous accolades, including the Ernst & Young Entrepreneur of the Year Award in 1999 and an OBE in 2006 for his contributions to the hospitality industry .

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