Sugarfish, a popular sushi restaurant based out of Los Angeles, is opening its doors in New York City this month. The new location is in the Flatiron District on East 20th Street between Park Avenue and Broadway. Sugarfish is loved on the West Coast for its commitment to quality and Omakase-style ordering. Omakase translates to the phrase, “I’ll leave it to you.”
The chain has been looking to open a location in New York for the better part of four years. The idea was to create an exact replica of the California restaurant locations. Prices are similar but slightly higher in New York due to the difference in rent and labor costs.
Opening on Friday, the new restaurant is a two-story venue with a dining room that can seat about 40 people. The menu in New York will follow those in California with over a dozen sushi and sashimi selections. Co-founder Kazunori Nozawa is widely known for his “Trust me” menus.
Sushi chefs at Sugarfish put a great deal of effort into their daily creations. At each location, there is a service counter with a window that opens into the kitchen. In the kitchen, a group of chefs prepare the dishes and deliver them to patrons.
Sugarfish’s menu speaks for itself, stating their commitment to principles of quality and excellence. There is also a section of the menu that says, “We are a NO tipping restaurant. Hospitality is included in our menu prices.” Sugarfish does not accept reservations and is strictly on a first-come, first-serve basis. On its website, the restaurant shares some of its goals:
“We are fanatical in delivering the highest quality sushi experience, consistently, for people who really love sushi. To accomplish that takes an insane commitment to perfection, whether it is being first in line when the fish market opens at 6 a.m., or spending more than $50,000 in pursuit of a $250 rice cooker.”
Sugarfish in New York is located at 33 E 20th St. The restaurant will be open Monday through Saturday from 11:30 a.m. to 10 p.m. Sunday’s hours are 12 to 9 p.m.
Featured Image via Twitter/Sugarfish