Sugarfish Adds Another Dining Option to a Growing Restaurant Row
DOWNTOWN LOS ANGELES — Sugarfish may be opening in an enviable location next door to Bottega Louie at 7th and Grand, but overflow crowds weren't the reason that the partners chose its location on 7th Street's Restaurant Row.
“We chose Downtown because it’s a growing community and the demographic is very similar to that of our other locations,” said partner and front of house operations manager Lele Massimini.
The Downtown outpost of the popular sushi restaurant joins sister locations in Brentwood and Marina del Rey and is soon to be followed by a fourth location in Santa Monica at the beginning of the year. All four restaurants are owned and run by the same team, which includes Kazunori Nozawa, Jerry Greenberg, Tom Nozawa, Cameron Broumand, Lele Massimini and Clement Mok.
“Ninety percent of our business has been word of mouth by our regular customers,” Massimini added. He also pointed to the distance from the Staples Center as a plus. “We aren’t the type of restaurant that caters to an event-based crowd.”
Those familiar with Sugarfish already know the differences between it and other sushi restaurants. “Our rice goes out warm and has a 20-minute life. Nozawa’s style is loosely packed so that the fish melts in your mouth and the rice temperature and texture marry well with the fish,” said Massimini. The founder of Sugarfish, Kazunori Nozawa, is so particular about his style that diners are instructed which pieces of sushi are not to be dipped in soy sauce and he doesn’t allow diners any extra ponzu sauce.
Nozawa is also very selective about what fish the restaurant serves, so much so that seven days a week he is at the fish market at 5am, looking through the purveyors' catches and deciding which fish he will buy. He spends two-and-a-half hours each morning choosing the fish.
That care doesn't translate into high prices. At lunch, the "Trust Me Lite" chef's menu is just $13.50, with sushi pieces starting at $4.50 for a pair. At dinner, "The Nozawa" includes a generous sampling for $35 to $38.
Sugarfish opens Thursday for lunch and dinner.
Sugarfish / 600 W. 7th / sugarfishsushi.com / Mon - Sat: 11:30am - 10pm; Sunday: 12 - 9pm
derblut on October 13, 2010, at 09:52PM – #1
Love this place, can't wait.
Guest on October 14, 2010, at 09:06AM – #2
we don't need another sushi place, we need an upscale indian restaurant downtown with a decent wine list.
Guest on October 14, 2010, at 09:09AM – #3
I can't wait to try it. Oh and if we're wishing for restaurants, I'd love to see an Indonesian restaurant. I could care less if it's upscale or downscale or cross-scale.
Indo.
Guest on October 14, 2010, at 06:04PM – #4
Bring your own ponzu, hide it in your purse. LOL. What the ....?
Guest on October 15, 2010, at 09:11AM – #5
I think the comment about the ponzu was regarding Sushi Nozawa in Studio City. SugarFish is a different concept, though Nozawa-san was involved in the menu and is involved in acquiring the fish every morning (as stated, 5am) for Sushi Nozawa and the SugarFish locations.
SugarFish is more relaxed in the menu planning and doesn't have a sushi bar.
By the way, to those saying Downtown doesn't need another sushi place, apparently you've never been to one of Nozawa's restaurants. This is not Octopus Sushi Restaurant or Wokcano... It's the difference between Great Steak & Potato vs. Craft.
diglounge on October 15, 2010, at 01:48PM – #6
I agree with Guest 4. This place is leaps above any of the other sushi places in this neighborhood. Granted there are several in Little Tokyo, but this is a different neighborhood.
I went on Tuesday night and the food and ambiance were great.
Shannon Vasquez on October 17, 2010, at 11:15AM – #7
Anything in the new & different "scale" downtown sounds good!
Guest on October 18, 2010, at 12:23PM – #8
Indonesian Food, Indian Food, Sushi....when are we gonna have a pizza joint open till 2 a.m. that sells slices? Come on masters of the obvious
Guest on October 20, 2010, at 08:00AM – #9
Join us Saturday, October 30th Halloween eve for a deadly blessing! Royal Clayton's and friends will be hosting the "Evil Cathedral Night of Mayhem" Halloween Party from 8pm-2am. At the door you'll be blessed by our Prime Priest and the first 100 guests will receive a goodie bag provided by our sponsors. XRT theater actors will be in house creating a truly scary church event.
DJ Colby & Special Guests will be spinning
Before you confess your sins pre-party from 6-9pm with a complimentary glass of sacramental wine provided by Swill. One block west of Royal Clayton's Pub.
MAYHEM SPECIALS INCLUDE: $1- Draft PBR $2-Shots of Bloody Holy Water Goodie Bags for first 100 Guests
BEST COSTUME PRIZE 1st Place $100 Gift Certificate to Royal Clayton's 2nd Place $50 Gift Certificate to Royal Clayton's
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STAFF CLERGY COSTUMES PROVIDED BY COSTUME BOOTIQUE Ask For Lydia & Mention "Murder Artists" For a 20% Discount p:949.813.9287
EVENT SPONSORED BY: -XRT, A Repertory Theatre -JAPAN LA, Pop Culture Shop -Pride LA Clothing -3D Retro -Royal Clayton's English Pub -Hold Up Art -Murder Artists, LLC -LOVEHAPPYHOUR.COM -Dime Piece
Guest on October 20, 2010, at 02:59PM – #10
LOVE this place! can't wait for it. My good friend works here and seriously THE place to get sushi
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