The top boss of Japanese restaurant chain YO! Sushi has said he is "cautiously optimistic" about the future of its new branch in Oxford.

Chief executive Robin Rowland said he welcomed competition from Jamie Oliver's new restaurant, Jamie's Italian, which is also due to open in George Street, and Japanese rival Wagamama, which was recently forced to close temporarily because of a fire.

He said: "Competition is healthy and I will be pleased if it clears out some of the more mediocre offers."

But he admitted he had resisted opening in the city until similar locations in Nottingham and Brighton proved successful.

Mr Rowland said: "Many of our restaurants are in high footfall locations such as railway stations and airports. I'm cautiously optimistic about Oxford."

The city centre restaurant - which opened on Friday - seats about 80 diners and has created 25 jobs.

Mr Rowland believes there is a big demand for sushi and other Japanese cuisine, particularly among those wanting a healthier fast food alternative at a reasonable price.

He said: "We have not really experienced the credit crunch and have healthy sales.

"As long as the price is right and you're not cutting corners on food and service, then you'll be fine. Customers are tired of being ripped off."

Mr Rowland said that the restaurant would be appealing to women in particular, as 70 per cent of diners across the chain were female.

Having opened the Old Orleans eaterie, also in George Street in the 1990s, Mr Rowland joined forces with entrepreneur and Dragon's Den panellist Simon Woodroffe at YO! Sushi!

Now there are 33 outlets in the UK and a further 10 overseas in destinations ranging from Malaysia to Ireland.

It is planned to open 100 restaurants worldwide by 2012.