Nobu London

London… The first time in my life at Nobu London was in 1999, we were in London on a short break and had on the day the brilliant idea we want to go to Nobu…, and got a table through a few pestering phone calls to a great friend and chef I know, he worked with Mark Edwards on some promotions. (Mark is sort of Global Head Chef and a partner of Nobu Matsuhisa, Nobu has 15+ places from LA to NYC, London to Hong Kong. These are part of the Myriad Restaurant Group, where Robert De Niro and Drew Nieporent are amongst the partners, all big players…then there is a brand owned by Nobu himself, called Matsuhisa, more boutique style, all very complex and strategic)

Back to our experience, I only realized once seated in the restaurant what a celebrity packed hotspot this was. We came from a Swiss mountain village, so this all in a sudden felt like being seated in the first row of a Film Premiere. Anyway, I don’t think this interest anybody, the point is, today in 2007 the restaurant still has a great energy, buzz and nothing is inferior then it was back in 1999, except that the customer base is a touch less celeb-ish, more mixed, tourists, punters out for a great treat, business men, etc.

Nobu London maintains a 1 Michelin Star since years, and still has one, the service is still very efficient, not always over the top friendly, but the prices are kept steep if not over the top. The Japanese Food with a twist of Peruvian influences is absolutely wonderful, the energy and vibrancy in the restaurant is world class. A magic place that has its price tag.

If you go there, never miss the signature dishes that are part of the fame. Edamame beans, Yellowtail Jalapeno, Rock Shrimp Tempura (order with 3 sauces) or Creamy Spicy Shrimp, Black Cod Miso, and then have a selection of Sushi, it is top end, can’t get much better then this outside Japan. No matter what, don’t miss the desserts, they are a class of its own, from a pastry chef that worked for Adrian Ferra at El Bulli. To drink, maybe try a Bamboo pitcher of Junmai Daignjo quality Sake.

I am not always convinced about the new dishes; they are great if one is a repeat customer dining often in Nobu, but for a one off treat, stick to the classics. The thing with the “one off treat people” is a bit reflected in the customer picture, at the steep prices i.e. for 2 people you easily hit the £200+ mark, and an exorbitant service charge knocked on top of the bill, understandable…

For quick and more affordable meals, the Sushi counter, where no reservations are taken, is also a great treat. You can get a good flavour of the buzz in the place around £110+ for two.

Overall, it is an institution and there are newer places on the market, the likes of Zuma, who are for sure heavy competitors and have taken over some of Nobu’s regular clientele and fame in the last years. In the end I think, one is a Nobu-san or Zuma-san, all depending on the first experience you had, maybe I am influenced from the 1999 one, and therefore definitely a Nobu-san.

(”Nobu - The World’s Sexiest Restaurant” The Observer, April 2001)

NB: Then there is the new Nobu Berkeley Street, for great food go to Park Lane, then for drinks to Berkeley, more clubby feel, the food is not the same, just the prices.