Simplicity Has Fueled Three Decades of Success for Chef Nobu Matsuhisa

Chloe Harrison
Apr 5, 2024
3 min read

The renowned chef divulges the secrets of his culinary and hospitality enterprise.

If you have sought out renowned sushi establishments or engaged with a considerable amount of rap music, you are likely familiar with the moniker Nobu. Chef Nobuyuki “Nobu” Matsuhisa operates 56 restaurants over five continents and 19 hotels, with an additional 20 in development, establishing himself as one of the most renowned and successful restaurateurs globally. Regardless of whether it pertains to a dish at one of his numerous restaurants or the selection of linens at his hotels, the enduring success of Chef Nobu and his brand is propelled by a philosophy grounded in simplicity and exceptional service. In conjunction with his modest and amiable disposition, he has amassed a profitable portfolio and achieved recognition as a celebrity chef.

Virtually every conceivable celebrity — Beyoncé, Jay-Z, Rihanna, Drake, Ye, Leonardo DiCaprio, and Kim Kardashian — has frequented one of Nobu's venues. The brand's commitment to service excellence and superior cuisine is what ensures customer loyalty over three decades. “The objective is not to prepare meals for myself, but for my guests,” Chef Nobu states.

What factors have contributed to the significant notoriety of your establishment? Did you ever deliberately target celebrity clientele, or did this phenomenon arise organically?

The succinct response is that they have confidence in our quality cuisine and seek to relish the experience. My restaurant's philosophy emphasizes quality cuisine and exceptional service. The cuisine must be verdant, uncomplicated, and flavorful. There is no key or secret; only cooks preparing the finest food for the patrons.

In what ways has your culinary practice transformed over the past three decades, and what trajectory do you anticipate for it in the forthcoming three decades? Is there still an opportunity for experimentation?

Many of the signature meals did not originate in their current form. For instance, our squid pasta was developed to satisfy a consumer who refrained from consuming raw fish and mostly had familiarity with pasta. I shaped the squid into spaghetti and included additional ingredients to create a pasta dish. I employed a similar technique with sashimi by scorching it or sprinkling hot oil to cater to customers unaccustomed to raw fish. The objective is to prepare meals for my guests rather than for myself.

In what ways have you sustained innovation within the Nobu brand?

The Nobu philosophy reflects a menu that has remained almost unchanged for the past 30 years. The principles and customs remain unchanged, which accounts for our continued presence. Patrons visit Nobu not for innovation, but for the familiarity and affection they hold for its offerings.

Consequently, upon inaugurating a new location, we implement innovation through the utilization of local ingredients and suppliers. At our new Nassau, Bahamas location, we offer a novel conch preparation in lieu of the traditional salmon or whitefish, which are staples at Nobu. The originality arises from little adjustments and localization.

How do you convey the culinary experience through hospitality services?

The accommodations exhibit equal dedication to simplicity and service as the restaurants. The guests' experience extends beyond dining, persisting throughout their days and nights of stay. The operation is larger, yet the hospitality remains consistent.

Upon reflecting on three decades of business experience, what is the most significant lesson you have acquired?

I have acquired knowledge on flexibility. Initially, several customers refrained from consuming raw fish; nevertheless, it has already become a staple. I have acquired knowledge that I can impart to my clients.

Another aspect has been resilience. Initially, I established a restaurant in Anchorage, Alaska, which was consumed by an electrical fire just 15 days later, marking my most harrowing experience. However, my family and friends provided unwavering support, enabling me to persevere.