Founded by legendary sushi chef Kazunori Nozawa alongside Jerry Greenberg, Tom Nozawa, Lele Massimini, Clement Mok, and Cameron Broumand, Sugarfish has built a devoted following for its uncompromising commitment to quality and its “Trust Me” menus, which offer guests a curated selection of sushi prepared with simplicity and precision. The concept originated from Sushi Nozawa, the iconic Studio City restaurant that operated from 1987 to 2012.
"Scale isn’t about doing more. It’s about doing better," said co-founder Jerry Greenberg in the announcement. "Growth has given us the ability to double down on quality. We don’t open another restaurant just to open one. We open when we know it will let us source better fish and give our guests a better bite of sushi. That’s the reason we do it."
The Sugarfish menu features four signature “Trust Me” set menus, built around the highest quality fish sourced globally, crisp nori, and warm, loosely packed rice. Diners can also explore a limited availability menu that includes specialties such as the Toro Tasting—offering Otoro, Chutoro, and Gunkan-style preparations—alongside Ankimo Sashimi, Pink Lobster, Salmon Kombu, Sea Bream with Shiso, Santa Barbara Uni, and other seasonal offerings.
"Scale isn’t about doing more. It’s about doing better," said co-founder Jerry Greenberg in the announcement. "Growth has given us the ability to double down on quality. We don’t open another restaurant just to open one. We open when we know it will let us source better fish and give our guests a better bite of sushi. That’s the reason we do it."
The Sugarfish menu features four signature “Trust Me” set menus, built around the highest quality fish sourced globally, crisp nori, and warm, loosely packed rice. Diners can also explore a limited availability menu that includes specialties such as the Toro Tasting—offering Otoro, Chutoro, and Gunkan-style preparations—alongside Ankimo Sashimi, Pink Lobster, Salmon Kombu, Sea Bream with Shiso, Santa Barbara Uni, and other seasonal offerings.
“Our guests can tell when sushi is truly exceptional, and that’s been at the heart of our success,” said co-founder Tom Nozawa. “We let the fish speak for itself, keeping everything simple so the quality shines through.”
The upcoming Little Italy restaurant will open as part of the new 2100 Kettner, a 195,000-square-foot mixed-use development that houses a mix of office spaces, restaurants, and fitness studios. Nearby businesses include Postino Little Italy, Body Fit Training, The NOW Massage Boutique, Slice House by Tony Gemignani and will soon include a branch of Handel's Homemade Ice Cream.
The upcoming Little Italy restaurant will open as part of the new 2100 Kettner, a 195,000-square-foot mixed-use development that houses a mix of office spaces, restaurants, and fitness studios. Nearby businesses include Postino Little Italy, Body Fit Training, The NOW Massage Boutique, Slice House by Tony Gemignani and will soon include a branch of Handel's Homemade Ice Cream.
The San Diego Sugarfish space will showcase natural concrete floors, exposed structural columns, and expansive windows framing harbor sunsets. A soft, ocean-inspired color palette will create a relaxed yet refined dining environment, with the design led by architect Robert Tsurimoto Kirsten of A-RTK. The 40-seat restaurant will mark the first time the company has expanded beyond Los Angeles, Orange County, and New York City.
"We’re excited to bring SUGARFISH to San Diego," added co-founder Lele Massimini. "Little Italy is a neighborhood that celebrates great food, and we’re honored to be part of it. We’ve welcomed many guests from San Diego over the years. It’s exciting to finally be a part of the community."
Sugarfish is expected to open in spring 2026 at 2100 Kettner Boulevard, Suite 1100, in San Diego's Little Italy. For more information, visit sugarfishsushi.com.
Originally published on August 12, 2025.
