We came across this story the other day in the Cambridge News.

While it’s one thing to promote your store and use the press, this is a perfect example of how, and when, not to do it!  They should have contacted us for a marketing strategy plan! This is definitely not a tactic we would have advised as stunts like this can serve to damage your brand more than build them.

Sushi restaurant in Armistice Day row

A Japanese sushi restaurant in Cambridge has been branded “disrespectful” after staff leafleted crowds gathered for yesterday’s two-minute silence.

Wearing Japanese costumes, YO! Sushi staff promoted the new restaurant after it opened in Petty Cury opposite the Guildhall on Remembrance Day.

They handed out leaflets just before and after the two-minute silence.

Accused of being “inappropriate”, the move upset people who had come to the city to pay their respects.

Alexander Cox, who works in IT for Cambridge University, was appalled.

He said: “As soon as the staff saw the crowd they pounced and started handing out leaflets.

“I think it was inappropriate as well as disrespectful. They were all dressed up in Japanese-style outfits as we stood there remembering those people who were killed.

“This is one of the issues close to my heart and I take remembering the fallen very seriously.

“I remember the stories my grandparents told me of the harrowing things they had to endure while fighting for the freedom we enjoy today.”

Eddie Lambert, Royal British Legion standard bearer for Cambridgeshire, said: “It was not the right time for them to hand out leaflets. They should have waited for a longer period. It was a day to remember those who are fighting today and those who were killed in previous wars. It was bad timing.”

Deputy Mayor Cllr Ian Nimmo-Smith led the annual silence for Armistice Day at 11am at the main entrance of city hall.

He said: “It may be that we need to follow up on this in terms of talking to retailers who might not be familiar with traditions here in the UK.”

A spokesman from YO! Sushi said all staff at the restaurant observed the full two-minute silence but admitted they had handed out promotional material before and after the service.

She added, not missing a chance to plug the company again: “If by restarting our promotional activity directly after the two-minute silence caused any offence, this was absolutely not our intention.

“YO! Sushi fully respects Armistice Day and the individuals who serve in our armed forces, both past and present.”

“In fact, we offer all armed forces a 25 per cent discount when they eat with us. Ask in-store for details.”

As they say on Twitter – “Facepalm”!