Simon Woodroffe confirmed for The Marketing Forum

Simon Woodroffe, the entrepreneur who brought the YO! brands to public attention in Britain, has confirmed his position as a key-note speaker at The Marketing Forum, to be held in Dubai on October 21 to 23.

Woodroffe invested life-savings of $250,000 in YO! Sushi five years ago and has seen the name become synonymous with futuristic entertainment dining, thanks to conveyor belt sushi and talking robots delivering drinks. With more restaurants in the pipeline and a company turnover of $25 million, Woodroffe is expanding YO! Sushi into the Middle East as well as extending the brand across other lifestyle sectors. 

The entrepreneur will address an expected 300 delegates at The Marketing Forum, where he will deliver one of the keynote speeches, Daring to Create the New. He said: “We are targeting the Gulf region for the simple reason that the region has high brand recognition within an established culture of high fashion, shopping malls and premium restaurants. 

“The concept is bound to appeal as it mixes technology with the social experience of dining out and sharing food, which is very family-orientated. In addition, home delivery presents a big opportunity for YO! Sushi, as it is in the Middle East, both in terms of the leisure and corporate market.

“YO! Sushi is intended to be a lifestyle brand that has grown out of the initial restaurant concept where eating is turned into a complete entertainment experience.”

Although he has won numerous business awards in Britain, including 1999 UK Entrepreneur of the Year, and 2000 Restaurateur of the Year, he admits the Middle East is new territory for him.

He said: “I am looking forward to understanding more about the state of marketing and advertising industries in the Middle East, but I strongly believe that the principles are the same – a winning brand can, and will, succeed anywhere.”

Woodroffe believes that efficient business practices will see the middle man become less important with producers becoming more efficient, whether by traditional or e-business means. 

This will allow cost and time savings to be passed to the consumer directly, with increased profit to the producer. He added: “Value to the customers is everything - whether it's value from getting better service, better quality, or through lower prices.” 

The 50-year-old Briton, who will be making his speaking debut in the Middle East, also confirmed that the YO! Sushi brand will launch throughout the region in the next five years, starting with the first Kuwait branch ear-marked for opening in February, with a second for year-end 2003. 

On the table are: four concessions in Kuwait; one landmark property and four retail concessions in Dubai; and the intention to roll out the brand through Saudi Arabia and Bahrain.

Leaving school at 16, Woodroffe spent 30 years in the entertainment business. Through the 1970s and 1980s his production companies, based in London and Los Angeles, designed rock ‘n’ roll stages for artists like Rod Stewart, The Moody Blues and Stevie Wonder and events like Live Aid.

In the 1990s, he spearheaded the development of television deals to show huge international rock concerts worldwide, organising the financing and distribution of the Nelson Mandela concerts, shows for Amnesty International and the Prince’s Trust concerts. His television production deals included Japan’s number one pop show ‘Hit Studio International’.

The Marketing Forum will be held on October 21 to 23 at the Emirates Towers hotel in Dubai. This year, the conference will focus the attention of its delegates and speakers on “Best Marketing Practice in Action”. 

Capitalising on the success of the previous two international marketing events, the organisers have already signed up first-class, globally recognised speakers, as well as key sponsors including: Saudi Arabian Airlines; LandRover; Canon; Microsoft; BBC World; MBC; Philip Morris; Zamil Air Conditioners; MEMRB; The Economist; and Gulf Marketing Review.