SIGNATURE SUSHI: Executive Chef Naoki Toshiro, owner of Naoki Sushi Dining in Lawrenceville, shown in the restaurant, looks forward to sharing his specially prepared omakase sushi with the ever-growing number of appreciative customers. 

By Jean Stratton

Fans of sushi are delighted that a new restaurant, Naoki Sushi Dining, is providing this popular Japanese specialty in Lawrenceville. It is especially known for its signature omakase sushi, which is not readily found in the area,

Whether visitors are educated in omakase sushi dining or beginners ready to explore new tastes, they will experience the highest quality omakase sushi prepared by expert chef/owner Naoki Tashiro.

Opened last October at 2649 Main Street, it has attracted many visitors of all ages, who are quickly becoming regular customers. Rave reviews are the norm, and diners are excited to have this special restaurant close to home. Sushi of this quality has most often been available only in larger cities, such as New York and Philadelphia.

THINK Group Partners, LLC, including Toshiro and partners Charles (John) Harvi and Kei Imanishi, is the group responsible for opening the restaurant and overseeing its operation.

Unexpected Adventure

“This has been a completely unexpected adventure,” explains Harvi, who handles a number of technical aspects of restaurant operations. “It has evolved step-by-step to this moment, and it has been very exciting to see it happen. It is really like a whole series of serendipitous happenings. One step at a time, with connections and networking all leading to opening in Lawrenceville.

“Chef Naoki wanted to make a change from his previous position as executive chef at Aoi Japanese Restaurant and Bar in Woodbridge,” continues Harvi. “He and my wife Toshimi Nozawa had become friends while he was at Aoi, and everything just came together. While not an actual member of our LLC, Toshimi has been actively involved in the planning and design of the restaurant.”

Naoki was classically trained in Tokyo, and began his career at the age of 18. For 16 years, he developed his culinary skills in Japan before coming to the U.S. Since then, he gained
increasing expertise working in numerous Japanese restaurants in New York and New Jersey.

Naoki Sushi Dining is set apart by a number of attributes. “We have three main aims: quality of the food, the ambiance, and the service,” emphasizes Imanishi. “A standout is the opportunity for omakase dining. This high quality Japanese-inspired dining experience is not commonly available in our area.”

Omakase is a Japanese term that translates to “I’ll leave it up to you” or “chef’s  choice.” In a culinary concept, especially in omakase-style sushi restaurants, the master chef creates a menu based on what are the best ingredients available at any given time. It is a dining experience in which you put your trust in the chef to provide you with an unexpected and thoroughly satisfying culinary experience.

In addition, diners at Naoki Sushi have the chance to sit at the sushi bar and interact directly with Naoki and Assistant Chef Heng.

Authentic Omakase

“In our area, outside of say, New York City or Philadelphia, we have been told that there aren’t any places to find the kind of authentic omakase sushi Chef Naoki can provide,” points out Harvi. ‘Watching Chef Naoki, with his many years of experience is memorable. The smooth knife skills, rice shaping, and his precise technique all contribute to a wonderful dining experience.

While the restaurant is open for lunch on selected days, omakase dining is reserved seating Tuesday through Thursday for a 5:30 p.m. and 7:30 p.m. seatings. Friday and Saturday, lunch is served noon to 2 p.m., and the Friday and Saturday omakase dinners include two seatings, 6 p.m. and 8 p.m.

Lunch choices offer a variety of à la carte dishes, including assorted hand rolls with many seafood options. Most popular is the Nigiri Set with 10 pieces of high quality nigiri and one special roll accompanied by soup and salad.

The omakase dinners are offered in two ways, explains Harvi. Kagayaki, which includes Zensai (three kinds of special appetizers), Sashimi, Wagyu (Stone Grill A5 Wagyu beef imported from Miyazaki, Japan), Chawanmushi (steamed egg custard with seasonal ingredients in chef’s special sauce), and Nigiri (12 nigiri sushi selections — chef’s choice with special seasonings). Also offered are Osuimono (a clear soup), and Kanmi (a Matcha Affogato special dessert). The other omakase dinner choice includes all of the above except the Wagyu beef course.

“We believe our omakase offers a unique dining experience that transcends most other restaurant offerings in ambiance, menu, and chef, and customer interactions,” says Harvi. “By the way, our recommendation for beginner omakase diners is that they try eating Nigiri in one bite with fingers or chopsticks. This ensures that you will get the perfect ratio of fish to rice with Chef Naoki’s special seasonings.”

“Less Is More”

“You have to have a special talent to create sushi at such a high level,” adds Nozawa. “This is the very best sushi you can have. It is very carefully prepared and marinated with Chef Naoki’s special process. In addition, this is very healthy food, with Japanese rice, all fresh healthy ingredients, and of course, Chef Naoki’s extraordinary omakase sushi itself.”

In addition to the sushi bar, individual tables are available, and the restaurant can seat a total of 16 diners. It is a pleasing, relaxed setting, emphasizing the Japanese minimalist “less is more” approach. A handsome white oak sushi bar, with accompanying tables and trim dark walnut wall cabinets and glass entrance partition frame, combined with imported Japanese diatomaceous earth-basted plaster walls, create a muted yet pleasantly light decor. The Porcelanosa pebbled tile floor at the entry way adds an immediate welcome to customers as they enter.

As Harvi notes, “The Japanese concept of minimalism is the basis for the design our Japanese designers, Katsunori Takeuchi and Hiromi Tsuruta, had for our restaurant’s interior. It encourages our customers to focus on the meal they have come to enjoy, free from distractions,”

And the dining ambiance is indeed a pleasure. There is no semblance of crowding, as in some restaurants, and customers are ensured of an overall comfortable and pleasing dining experience.

Special Surprise

Naoki and the partners are encouraged and happy with the response to the restaurant and also with the Lawenceville location.

“It was really a special surprise when we opened,” say Harvi and Imanishi. “People were waiting to come in right from the start, and they are continuing to come, with more people all the time. Eighty percent of our customers are from the Lawrenceville and Princeton area, but we are also getting people from Philadelphia, New York City, northern New Jersey, and Bucks County. And once they come, they will be back! They know they can count on something very special here. After such a favorable beginning, we will keep our standards very high.

“And last, as we always like to do as customers arrive, our staff will greet our guests by saying in Japanese: ‘Irasyaimase (e-rashi-mase)’ — ‘Welcome, happy you are here!’ We also encourage our guests at the start of their omakase meal to say to Chefs Naoki and Heng, also in Japanese: ‘Itadakimasu (ee-tah-dah-kee-mas)’ — ‘I’ll enjoy having this.’ And thanking them after their great meal by saying: ‘Gochisosama dashita (go-chee—sou-sa-ma-deh-shtah)’ — ‘Thank you for the meal!’ And when our customers are leaving, we like to say: ‘Arigatogozaimasu (arigato-gozai-mas)’ — ‘Thank you very much!’”

The restaurant offers a varied price range, with lunch a la carte items from $6; the popular Nigiri Set is $35, and the multi-course omakase dinners start at $150. Reservations are strongly recommended for lunch and required for dinner.

For further information, call (609) 403-3232. Visit the website at naokisushidining.com.