Las Vegas (AP) Nikko sushi is among the most sought-after sushi in the world, with its signature fishy, charred texture.
But when it comes to its freshness, the company that invented the dish, Nikko, is getting the short end of the stick.
In a recent study of restaurants in the U.S. and Canada, Nikkos sushi was rated lower than a third of the restaurant offerings in restaurants rated by Food and Wine magazine.
The Nikko brand is not exactly the best known in the industry, but Nikko has gained prominence in recent years, thanks to its success in creating its own line of high-end sushi, and its partnership with sushi chef, Yutaka Yamashita, to create a line of specialty sushi.
In 2017, Nikkos first sushi restaurant opened in New York City.
A second location opened in Los Angeles.
Nikko plans to open another Nikko restaurant in Tokyo, and plans to expand in 2019.
“Nikko sushi has been very well-received and is gaining more recognition, but the ratings for Nikko are not high enough for Nikkoshis to be recognized as the best of the best,” said Yutaki Yamashima, a partner at the New York-based Yamashimas Group.
The company’s Nikko Sushi Bar is set to open in New Orleans in 2019, and a Nikko Lounge in Los Gatos, California, is set for completion this fall.
Yutakas sushi chef has said that Nikko’s reputation as a top sushi brand is a result of the success of its signature sushi line, Nikks, and the Nikko signature bluefin tuna.
Nikkos sushi restaurant in New Mexico is currently under construction, and it will be open in the fall.
“It’s been a great opportunity to expand Nikko and to expand the Nikkks brand, and I’m very happy that we’re able to do that,” said Yamashimi.
“We’re very happy with the success, but we’re also very happy to be able to contribute to Nikko.”
But for Nikks sushi chef Yutakis, the most important thing is Nikkos customers.
“When I came here I was in my first restaurant, and since then, I have eaten all my food and have never once asked the customer what the best Nikko was.
And Nikko will be the first restaurant to tell you,” he said.
“I’m very proud to be the sushi chef here.”