Massively popular LA sushi chain Sugarfish — where people still wait hours despite tepid reviews of the fish — is plotting a second location for New York City in Soho.
Owner and sushi chef Kazunori Nozawa’s omakase chain, known for its dedication to fresh fish at an approachable price point, has signed a lease for 3,200-square-foot space at 202 Spring St., at Sullivan Street, according to real estate firm RKF, which represented the landlord.
The company first planted itself in New York in 2016 and quickly became mobbed, with people waiting as long as four hours to get a seat. In LA, Nozawa spearheaded the rise of sushi as fine dining more than 20 years ago, and Sugarfish was his lower-cost, casual alternative. The restaurant gained a cult following for its sushi with warm rice and accessible price points. Here, a sushi set for $27, $39, and $51.
In New York, Sugarfish has been poorly-reviewed; the Times gave it zero stars, saying the fish “is uniformly soft and pretty, but none of it tastes much like fish.” Despite the shade, people are still flocking to the restaurant. Even two years later, sushi fans continue to wait hours to get into the restaurant.
Eater has reached out to the Sugarfish team for more details on the new location. Stay tuned.