Last night I attended the first night at the New York debut of Sugarfish, one of LA’s hot sushi concepts. Chef Kazunori Nozawa made a name for himself with his ‘Trust Me’ menu, which sounds like a joke, but means exactly what it says, trust the Chef to prepare the very best possible option for that day based on what fish is available. Typically such an offering costs a bundle, but its surprisingly reasonable at Sugarfish.
We have Jacqueline Klinger of SCG Retail, one of my clients, for the East Coast arrival of Sugarfish. Chef Nozawa and his partner have been kicking the tires in town for over five years, but it wasn’t until Jacqueline started working with them in early 2015 that things started to move.
Located on East 20th in the Flat Iron District, based on last night’s experience, I think there will be more locations to come. The sushi was sumptuous, delicate, fresh, flavorful and distinctive. I’m no food critique, but I know what I like and what I don’t. I hate scallops. I don’t even want to look at them. But last night I ate two full, raw scallops, and they were stunning. I can’t explain it. And the handrolls are to die for. Too often the seaweed is chewey, this seaweed was crisp and melted in your mouth. I’d never tasted anything so fresh.
Congratulations to Jacqueline and SCG Retail for introducing Sugarfish to New York City.