Is Nobu's Most Expensive Sushi Worth It?

The omakase menu option at chef Nobu Matsuhisa's namesake sushi restaurants runs nearly $200 per head. With locations in Beverly Hills, Aspen, and NYC, his restaurants count celebs like Justin Bieber and the Kardashian-Jenner clan. That's expensive, but it's by no means the most expensive sushi in the world, let alone New York. We set out to answer whether Nobu is worth the price and how does the quality of Chef Nobu's menu compare to an average New York City sushi restaurant?

CNBC Make It compared an average sushi joint in the city to Nobu, where Chef Nobu showed us his spin on his favorite cheap rolls, as well as some of the pricier options on his menu.

My wife and I eat sushi for dinner about once a month which I admit isn't necessarily a cheap habit. My usual order at Taro, our go-to place in Brooklyn, is the edomae chirashi bowl which costs $30. It has variety of ten pieces of fish from mackerel to toro (fatty tuna cut from the belly of the fish) and uni (sea urchin) served on a bed of rice and seaweed. I find it a perfect balance between price and value. Our bill usually comes in under $80, tip included.

We avoid the more expensive restaurants like Nobu Downtown where a single piece of toro costs $17. A similar cut costs $8.50 at Taro. And Nobu Downtown is by no means the most expensive sushi restaurant in New York, not even close.

Dinner at the Hinoki Counter at Sushi Noz in Manhattan consists of a 6-course tasting menu and a selection of nigiri, a single piece of fish served on rice, for $300 per person. The beverage pairing costs an additional $175 per person. A two-hour dinner at Masa costs $595 per person, not including beverages and tax. Thankfully, gratuity is not accepted. The check average at Nobu Downtown is $135.

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Is Nobu's Most Expensive Sushi Worth It?

[bonkersvideos]

While the lobster costs only $20 to source, the preparation is labor intensive

Chef: Before boiling, I put the stick. It’s made in few minutes.

[narutofaneva]

The doubled price is justified because Chef Nobu eats the other half you are paying. 🤣

[marlin]

Journalist looks like he’s legit about to breakout into tears

[nevil]

Guy eats one piece
Guy:what about the other piece
Nobu: THIS ONE FOR ME.

[bornaasi]

“Product is better”

“Also this $300, 000 Richard Mille isn’t gonna pay for itself”

[jlyp]

So here's a $17 Food cost breakdown:
20% food cost
50% overhead
30% payment for Nobu's Richard Mille

[him.chant.]

Why the host always throw is head back while eating the sushi like he’s taking a shot?

[paintnomics]

He gets invited to a personal meal with Nobu himself, treats him to lunch, than tells everyone to eat other sushi because theres no difference lol

[RockstarEater]

Nobu: High price means good quality and limited.

Reality: High price means crazy LA rent.

[DeepfriedBaby]

I PROMISE YOU, he is someone cousin, or son from high up in NBC. There's no way he got this gig on talent, skill, or looks.

[TheChangewave]

$17 a piece to pay for Nobo’s Richard Mille

[dankism]

The interviewer eats like those pelicans you see that throws their head back when they eat.

[matthewliano]

To anyone that hasn’t been to Nobu I highly recommend going at least once in your life. It’s an experience like no other! I use to not like sushi but once I tried Nobu it changed my opinion about sushi.

[StrtsPhrE]

Tiny piece of lobster tail = $3
**Ram a stick up the lobster's tail**
Nobu: It is now $10.

[swicheroo]

Every Japanese person I know laughs at sushi from the United States. They laugh at the preparation. They laugh at the price point. Sushi is very affordable in Japan...even the expensive sushi.

[saeku]

We all see what you're doing... kudos for having the balls to pitch a story idea that lets you expense a meal at Nobu. Can't wait to see what you come up with next... Is having a super model girlfriend as good as you think it'll be?

[pags]

Nobu is a place you spend $200 to eat just to go eat somewhere else because you're still hungry.

[dyangsh]

Like watching a penguin eat in front of the zoo keeper.

[danemehring]

Journalist’s first bite: I want you use my words carefully rather than saying that’s so gewd!

Two minutes later: tHat’S tHE bEsT tHinG i’Ve eVeR eAteN!

[whatmane]

I cringe when he says edomae & Hokkaido 😅 I worked at Nobu & there's several restaurants that use the same fish suppliers around town. There's literally no fish that's labeled "sushi quality." A true sushi chef & connoisseur will realize freshest isn't exactly the best. Fish is equivalent to steak & the best flavors come out when carefully aged. Nobu utilizes super freezers which enables them to provide a longer shelf life & maintain quality control throughout the week. The answer is basically you pay more for the name/decor than the quality itself. Plus no fuck way kinmedai is $3 a piece literally anywhere