What’s for Lunch? Yoobi, Soho


Flavourful, efficient and fairly new, London’s first tamakeria offers a hands-on opportunity to try sushi with a bit of a Brazilian beat.

Yoobi serves made-to-order temaki (nori wrapped sushi cones you can eat with your hand) in a neat and attractive spot in the heart of Soho. To be sure, the origins of temaki are Japanese. Whereas it was always just a humble item on the side of a menu in Japan, temaki took off in a big way among the Japanese immigrant community in Brazil to become an ultimate and yummy dine on the hoof kind of everyday treat.

Yes, more street food for London. Prices are right, serving sizes ample enough (more than satiating without feeling stuffed) and the minimal vibe with classic Brazilian music piped through is pleasant.

Yoobi’s temaki come as simple (£3.20), special (£3.60) and deluxe (£4). They also serve maki rolls, sashimi boxes, sides and more (they had fresh guava juice on our visit – yum!). Londonist particularly enjoyed a spicy tuna temaki (£3.60) with line caught tuna, romaine lettuce, croutons (a healthy crunch alternative to fried tempura), special sauce and rice.

It was fun watching our order be rolled by hand. Compared to the packed Pret and some other nearby eateries, Yoobi was a 1pm walk-in wonder with hardly anyone around when we popped round for a weekday sample. We suspect that won’t be the case for long, but for the time being, you can leave the crowds at less tasty check out lines.

Yoobi is located at 38 Lexington Street, W1F 0LL.

Photo/Chris Osburn

Disclaimer: Londonist visited Yoobi upon invitation of the restaurant.

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