Scandalous Russian catering chain «Yobidoyobi» registers its trademark in Belarus
The scandalously famous Russian sushi and roll delivery chain «Yobidoyobi» has decided to register its trademark in Belarus. The application for its registration appeared in the registry of the National Center for Intellectual Property of the country, writes Office Life.
The Russian sushi delivery chain has been operating on the Belarusian market for over a year. We reported that it planned to enter Belarus in October 2024. At that time, the project team wrote that our country is a «priority region for the development» of the chain, and also launched an advertising campaign to find franchisees in Belarus.
For the first time, «Yobidoyobi» delivery started operating in Gomel, though under a different name — «Yo Sushi and Rolls». Today, under this brand, the chain operates in seven regions of Belarus — Baranovichi, Gomel, Slutsk, Minsk, Mogilev, Mozyr, and Soligorsk. As for the trademark, it is the delivery logo in the form of the letter «Ё». The application for its registration in two classes of goods and three classes of services was submitted by the Belarusian company «Kompyuterny Ramonak». It is noteworthy that the company's main activity is computer programming.
The company was founded in late March 2025 in Minsk. Its sole owner is Nadezhda Avanesova. Within the network's structure, she works as the head of the international direction of «Yobidoyobi». Before this, Nadezhda worked in the Russian market in the local structures of American pizzeria chains Domino’s and Papa John’s, as well as in the structures of other companies in the food retail segment.
The «Yobidoyobi» chain was launched in 2016 by entrepreneurs Dmitry Praded and Konstantin Zimen from Krasnoyarsk. In Russia, the delivery quickly became famous thanks to its scandalous name and provocative approach to marketing.
Thus, in December 2024, the company changed the name of its legal entity from «Yobidoyobi» to «Sushi with the prefix "sushi"» following a lawsuit by the FAS of Russia. At that time, the agency reported that the original company name was «consonant with words of abnormal lexicon that have indecent content, and also contradicted public interests and principles of morality». However, for some franchisees, the brand name on the signs did not change, and some changed it to «Yo Sushi».
Comments