itsu vs YO! Sushi:Which is more popular?
In September 2026, itsu and YO! Sushi were level in searches among Asian restaurant chains in the United Kingdom, with an estimated 74K branded searches each, at 16% of the total each. When we asked ChatGPT and Google AI Overviews about Asian restaurant chains, itsu appeared in all three answers and YO! Sushi in two. itsu was mentioned before YO! Sushi in every answer.
Who do people search for more?
itsu and YO! Sushi are searched for about as often as each other.
Who does AI mention more?
itsu, mentioned in every answer we collected
Who does AI recommend more?
itsu, named ahead of YO! Sushi in every answer
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Top Asian restaurant chains in ChatGPT and Google AI Overviews
In three ChatGPT questions, itsu appeared in all three answers. YO! Sushi was mentioned in two out of three: in two of the three ChatGPT answers. itsu was listed before YO! Sushi in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
See every answer about Asian restaurant chains
3 answers
Asked ChatGPT
“What's the best Asian restaurant chain in the UK?”
Asked ChatGPT
“Which UK chain has the best sushi?”
Asked ChatGPT
“What are the most popular noodle and sushi chains in the UK?”
Searched Google, AI Overview
“sushi”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“asian restaurant”
Google showed no AI Overview for this search.
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 23, 2026.
Is itsu or YO! Sushi more popular in search?
This chart shows how often people search Google for itsu and YO! Sushi by name. Each line represents a brand's share of searches for all six Asian restaurant chains we track, month by month, from searches in United Kingdom.
Share of searches by month for itsu, YO! Sushi. The figures are in the table below the chart.
View monthly share of searches table
| Month | wagamama | itsu | YO! Sushi | Tampopo | Wasabi | Banana Tree |
|---|---|---|---|---|---|---|
| Oct 2025 | 68% | 20.4% | 9.1% | 1.5% | 0.65% | 0.36% |
| Nov 2025 | 64.4% | 23.6% | 8.7% | 2.1% | 0.61% | 0.51% |
| Dec 2025 | 66.4% | 19.8% | 10.9% | 1.8% | 0.63% | 0.43% |
| Jan 2026 | 63.6% | 19% | 12.8% | 2.6% | 1.6% | 0.5% |
| Feb 2026 | 66% | 19.7% | 10.9% | 2.2% | 0.77% | 0.43% |
| Mar 2026 | 63.2% | 23.1% | 10.4% | 2.1% | 0.9% | 0.4% |
| Apr 2026 | 68.3% | 16.8% | 11.2% | 2.2% | 0.98% | 0.43% |
| May 2026 | 64.1% | 19.3% | 12.9% | 2.1% | 0.96% | 0.63% |
| Jun 2026 | 65.7% | 19.8% | 10.8% | 2.2% | 0.99% | 0.51% |
| Jul 2026 | 64.2% | 19.3% | 12.9% | 2.1% | 0.89% | 0.63% |
| Aug 2026 | 66.8% | 16.4% | 13.4% | 1.8% | 0.93% | 0.64% |
| Sep 2026 | 65% | 16% | 16% | 1.7% | 0.8% | 0.52% |
How has the itsu and YO! Sushi comparison changed over the last 12 months?
3 findings
- itsu was ahead of YO! Sushi in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, itsu’s share of searches among Asian restaurant chains in the United Kingdom moved from 20.4% to 16%, and its estimated monthly branded searches moved from 135K to 74K.
- Across the 12 months ending September 2026, YO! Sushi’s share of searches among Asian restaurant chains in the United Kingdom moved from 9.1% to 16%, and its estimated monthly branded searches moved from 60.5K to 74K.
How did search popularity change for United Kingdom Asian restaurant chains in September 2026?
2 changes
In September 2026, YO! Sushi gained share of searches among Asian restaurant chains in the United Kingdom, from 13.4% to 16%.
itsu’s share of searches among Asian restaurant chains in the United Kingdom has lost ground for 3 months in a row, from 19.8% to 16% in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using itsu’s and YO! Sushi’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among Asian restaurant chains
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