SugarFish
Published by foodette June 14th, 2008 in Japanese, Los Angeles, Marina Del Rey, Restaurant Reviews, Sushi.
Tonight was the pre-opening tasting party of SugarFish, and I was lucky to be invited to this event. SugarFish is the new sushi restaurant from the man who has become known as the “Sushi Nazi of Studio City”, Chef Nozawa of SushiNozawa. Hoping to bring the “old Tokyo” style of sushi to LA, while still keeping the prices moderate, Chef Nozawa and CEO Jerry A. Greenberg have opened SugarFish. While they may be sticking to Tokyo’s traditions, the restaurant will be anything but to Angelenos. If your version of tradition consists of spicy tuna, crunch rolls, or anything containing cream cheese, you will be lost at SugarFish.
However, their innovative menu will help you navigate the ordering process. You can choose one of three prix fix menus, called a “Trust Me”. They range from about $20 to $40, and include various pieces of whatever is fresh that day. So, it may be tuna sashimi one day, and halibut carpaccio the next. Why don’t they let you choose what to get? Because, in order to keep the prices low enough, they have to use whatever is available that day. Luckily, that helps keep the prices down. Keep in mind, these prices include tax and tip - they do not accept gratuities - so you won’t have to end your date using your cell phone’s calculator.
In addition to the “Trust Me’s”, a few additional daily specials can be added on to your meal, and there are a limited selection of beverages, including Japanese beer and cold sake. My husband and I had the iced green tea, which was both delicious and refreshing.
My husband and I started with the edaname, which was traditionally prepared. We both found it to be a bit underwhelming, but I wouldn’t write it off. It comes with all of the “Trust Me” choices, and I think they may just need to work the kinks out. Our feeling was that it may have been sitting in the steamer a bit too long.
Next, we shared a few traditionally prepared pieces of yellowtail sushi and one piece of shrimp sushi. These were very good - extremely fresh, with a very subtle flavor. The yellowtail was dressed with a bit of ponzu sauce and thinly sliced green onion. As you can see from the picture, there was very little ponzu sauce, but it really was just the right amount to maintain the delicate flavor of the fish. The rice was great, too. Instead of your typical sticky rice, this rice is much lighter, and you can really taste the sweetness of the rice vinegar.
Next up was the tuna sashimi, in more ponzu. This was the best dish of the night by far. The fish was so fresh, and went so well with the drizzle of ponzu and green onion. This really brought Chef Nozawa’s concept to the forefront. If you have the perfect piece of fish, you don’t need anything else. He couldn’t be more right.
Finally, we were served yellowtail rolls and blue crab rolls. Again, they were simple rolls that focused the attention completely on the seafood. And, no, we didn’t dare ask for soy paper here!
In all, I think SugarFish is an asset to the LA restaurant scene. While I can’t say I don’t love spicy tuna and crispy rice, and all the rest, it’s almost refreshing to know there is a place where you have to stick to the traditions. Where changes are not allowed. And, like Father’s Office, I definitely think it can work. Because, when you have great food at a great price, people will come.
And besides, check out the chic bar (though it’s not an actual sushi bar - the chefs are kept in the kitchen).
SugarFish is located at the Waterside in Marina Del Rey at 4722 1/2 Admiralty Way, Marina Del Rey, CA 90292
Phone: (310) 306-6300
Note 1: Despite the no-gratuity rule, the waitstaff was both friendly and helpful. How do they do it?
Note 2: The restroom doors are pocket doors. They slide open and closed. So, don’t be like me, and stand there like an idiot pushing and pulling, thinking there was someone in there.
More than everything else, I liked the ‘Trust Me’ concept, including the part of having a fixed price that included taxes and tips.
I’ve always wanted to go into a sushi place where I could have the chef prepare me whatever was fresh for the day. Unfortunately that is never the case. But the concept of “everything included” seems like fascinating idea that I wonder if it would work here in the U.S. I remember on my visit to Japan that the entire country accepts no tips.
I’ve been CRAVING sushi and your post just made it worse . . . you definitely have infinitely more choices in LA than we do here in Healdsburg! Argh . . .
Shantanu - yeah I like that, too. I think it’s pretty innovative for any restaurant in the States to do it.
Darlene - if you get a chance to be in the Marina, you should check it out. I haven’t been during regular hours, but I have a feeling the concept actually works here.
Swirling Notions - sorry! Is there no Sushi to be found in wine country? When I was there, I started thinking about moving there some day, but no sushi? Not sure I could handle it!!
I went tonight for the soft opening and LOVED it! The food was fantastic. I really like the atmosphere too. My favorite was the crab roll, although my girlfriend really liked the sashimi too. I highly recommend it to anyone.
I am a HUGE fan of Nozawa’s and was very anxious for Sugarfish to open. Living on the westside made it tough to frequent the Studio City Gem- so the thought of a local spot was really exciting. I must say, the food at Sugarfish defintely met my expectations. The decor is fresh, the food continues to reflect the traditionalism and incredible quality that made Nozawa famous, and the staff was very warm and enthusiastic. I will be back!
Kim & Jonathan - sounds like you both had great meals - glad to see that the place is living up to its expectations. Thanks for your comments!
after waiting months and months for this restaurant to open, i finally went in with a few of my coworkers for lunch. having to choose from three set meals aka “trust me” and not having to worry about gratuity depending on the service was kind of a cool concept, and something new.
we go in SugarFish and was greeded by the friendly hostess who explained how the menu works. because we all wanted to sit at a table rather than the counter she cleared the first table that was available.
we sit down and our waitress (short little asian girl who didnt seem too friendly, almost like she didnt want to be there) takes our orders. we’re all into our last dish (sushi rolls) and there are two cups of water “empty”. i look around and no one is at the front. where is the hostess? i try to make eye contact to some of the waiters against the wall (almost like bartenders, but not really), and still nothing - they’re busy chatting with the other workers. okay, so i wait a few more 5minutes and was thinking ‘you know, it’s lunch time - they’re just busy’. i look back up and around, and the restaurant is empty - they’re not busy at all! so i look towards the end of the restaurant, and there’s this guy (employee) who is just standing there. he see’s me, bc it’s obvious i’m trying to get service from any employee since i’m dying of dehydration and in need of “water” (and am “not” going to get up for a glass of water) but he’s still standing there. what is he, a freekin statue? ‘uhhh, i know you see me, can you get our watiress over?’ this whole im thinking, #1: where the hell is our waitress? and #2: what the hell is this guy doing (standing in the back)?
a minute later the hostess returns back to the front, talking with one of the other waitresses (behind the counter), we’re still trying to get at least ’some’ service, but still nothing. um, i know gratuity is already included in the meal but can we at least get a refill of water? what do we have to do, throw our chopsticks? and just that, my coworkers throws one of his chopsticks - finally, get one (or a few) of the workers attention. she goes to the back, and finally our waitress returns with our refilled drinks (where was our waitress this whole time?). so minutes later, the guy standing at the back doing nothing sits behind us literally eyeing at us. is he there to just stare?
my overall experience, i would not go back =P
hey, whats that — trust me#1 trust me#2…….. in the pic??
I visited sugerfish over the weekend, I love the price, service was good,
Food was outstanding!!, It was fresh and I didn’t pay though the nose.
Need better desserts. FYI, Rainbow aces across the street has a great sandwich bar.
Hands down the best sushi in town.