July 13, 2008
Innovation Isn't Always the Answer: SugarFish

I am a big fan of Sushi Nozawa. It was the first place I ever had sushi (I know, I'm lucky!) and I've always thought that his reputation as the "Sushi Nazi" is unwarranted. Now that Japanese style Omakase (where the chef prepares what he thinks is best from the day's catch) is more widespread, I've hoped that he would lose the reputation, but it hasn't been the case. Fortunately, Nozawa also has a well deserved buzz about making great sushi. When in his mini-mall digs in Studio City, he's never steered me wrong, but I've always found brother shop, Sasabune, to be problematic (though I haven't tried it since it moved to its new location) as the sushi seems curiously pre-made.
Sugarfish is the new edition to Nozawa's sushi empire, and it attempts to redefine the sushi experience. A change from the bare bones decor of the original, Sugarfish is very hiply decorated in bright colors, with many modern touches -- including the day's menu on video screens.
The nigiri round arrived. It included "Nozawa style shrimp," a flayed shrimp on a bed of rice with sesame seeds. I've never been a fan. I realize the Japanese have an entirely different appreciation of bitter flavors than we do here in the U.S., but I just can't get there. The halibut and the albacore were decent, though my dining partner said she felt that the sauce was bitter. For me, the salmon was the biggest disappointment. Nozawa served up salmon with a thin piece of clear seaweed and sesame seeds. the result was nutty, buttery, sweet and bright -- my favorite nigiri. The salmon was good enough, but came without the seaweed. When we asked our waitress about it, she seemed to have no idea what we were talking about. "We serve Tokyo style sushi here." Uh-hunh.
Next up was the plate of cut rolls. This was the least impressive of the bunch. I always consider cut rolls to be filling more than anything. They tend to be kinda bland and this group didn't deviate. There were cucumber rolls, mushy toro and the crab -- a sadly reduced thing from Nozawa's grand crab handroll, generally served last because it's the finale. The nori is still crunchy, softening as you eat it, and the crab flavor really comes out, as it's perfectly complimented by a little soy sauce. In SugarFish's version, the crab roll is cut into four pieces, so it's already cooled. It seems to diminish the richness of the crab, leaving it only a little better than the other rolls.
I might try this place again in a few months, see if they've found they're feet. Not because of my personal experience there, but because of my great reverence for a sushi master.
sugarFISH 4722 1/4 Admiralty Way, Marina del Rey, CA 90292
Sushi Nozawa, 11288 Ventura Blvd Suite C, Studio City, CA 91604
Sushi Sasabune, 12400 Wilshire Blvd # 100, Los Angeles, CA 90025
Photos by Jacy for LAist



[ report this ]
I haven't eaten at Nozawa, but we ate at SugarFish today.
The decor is far from traditional (It's Pinkberry Sushi), and it sounds like you were expecting the food to be more experimental to match. It's pretty simple, more or less traditional sushi and decently priced. If you're looking for experimental sushi, it's probably not going to be your style.
The fish was mostly good:
Tuna (maguro) Sashimi (in ponzu): good, not astounding, but serviceable.
Yellowtail: meh, just ok, not horrible
Salmon (with sesame seeds): Actually quite good, I'm not generally a fan of salmon but this was good quality fish.
Halibut (with ponzu): not bad, a little chewy.
Bonito (with ponzu): not bad, but didn't go well with the Ponzu sauce
Albacore (with ponzu): good, for albacore, but still mealy like most places
Spanish Mackerel (with ponzu): good, this one is hard to get right and the quality of the fish shows here.
Crab Roll: Ok, a little warm, this is a "traditional" roll, which it seems the author didn't care for. No fancy crap in the roll, just meat, rice and a wrapper.
Toro Roll: quite tasty, same style as above.
The rice, as I've heard is Nozawa's style, was loosely packed, a little too warm, and difficult to eat properly (falls apart).
Overall, it wasn't bad, you're paying $38 for a large amount of pretty good sushi. Tax and tip are included (oddly, but ok).
It's not going to compete with the really good sushi places, but I think for the price it could definitely compete with the places near Marina Del Rey.