ZUMA-nating About Sushi

 It’s hard to get excited about big box Strip Japanese restaurants anymore.

It’s hard because they’re all clones of each other.

What Nobu started back in the late 90s has spawned copycat after copycat, until these days it’s tough to tell your Hakkasan from your Yellowtail.

Morimoto, Nobu, and Mizumi are essentially the same restaurant. Remember Social House? That’s okay, no one else does, either. Kan’t rekall Koi? You’re not alone. Everyone of them follows the same blueprint. You’ve got your bar, your sushi bar, and your fancy steaks and your edamame. Then there’s the Japanese veggies, extravagant sushi and your robatayaki this and your yakitori  that. The only thing that’s different is whatever flourishes the chef want to add to their garnishes and presentation platters.

We ascribe this phenomenon to the improbable/ecologically indefensible rise of sushi as the protein of choice for a world looking to “eat healthier.” Ever since sushi became a “thing” around fifteen years ago, our insatiable hunger for what is, in essence, a pretty bland fish (tuna), has become the go-to ingredient for those looking to satisfy the hunger of the elite and the hoi polloi. Other fish (some of them actually tastier) are thrown into the mix, and by the time you’ve downed them, a few skewers and a “creative cocktail” or two, you’ll leave fat and happy and about $200 lighter. Which is just what the hotels want.

But here’s a dirty little secret: there isn’t a whole lot of creative cooking going on in any of them. This is formulaic food pure and simple. Putting ponzu and jalapenos on some sashimi is nothing new. In fact, it’s soooo 1996. Virtually everything else being dished up in these “modern Japanese” places is some repackaged idea the chefs learned from a Nobu Matsuhisa or Roy Yamaguchi cookbook, or from someone’s recent trip to Japan, where the chefs have been serving their minimalist food with a flourish for centuries.

(Cooking-cutter, faux creativity also being what the hotels want, the better to impress the rubes — just like they do with all those Cirque du Soleil shows. Each one assaults you with the same, idiotic acrobatics, only in different costumes; each served with different, annoying music.)

In this way have big box Japanese restaurants become the steakhouses of the 21st Century. Everyone’s doing the same thing. Everyone gets their fish from the same place; everyone’s using the same Sriracha. Only the window dressing is different.

Which brings us to Zuma. The brainchild(?) of one Rainer Becker…someone who sounds as Japanese as Fabio Trabbochi.

But we ate in his restaurant — the eleventh location, just opened in The Cosmopolitan* — and had a very good meal there.

Which is another thing about “modern Japanese” restaurants: like steakhouses, it’s pretty hard to have a bad experience in any of them. The formula is now so pat, and the techniques so well-taught, that whatever comes to your table is usually pretty tasty.

The first thing you notice about Zuma is the wood. There is lots of wood. Wooden hostess desk, wooden tables, wooden bars, wooden everything. We’re talking whole trees here, not some namby-pamby sliced logs:

ZUMA

The Cosmopolitan Hotel and Casino

3708 Las Vegas Blvd. South

Las Vegas, NV 89109

702.698.2199

https://www.cosmopolitanlasvegas.com/restaurants/zuma

* Which (we guess) makes Zuma the Ruth’s Chris to Nobu’s Palm, with Morimoto making himself the Morton’s of the bunch. Or something.

NOBU, Negated

Nothing about this place is as good as its reputation. – Seymour Britchky

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Nobu is the perfect example of what happens when a celebrity chef gives up, sells out and cashes in. It is the gastronomic equivalent of a once-innovative cook deciding to abandon his legacy to the highest bidder and spend his retirement padding around his culinary house in a succulent silk robe and savory slippers.

None of this is surprising. By now, everyone knows Las Vegas is where they all come when it’s time to settle back and rake in the cash, because our captive audience of 40 million yearly visitors are credulous enough to buy the hype and settle for what little substance they get. But, not being rookies to the celeb chef rodeo, Eating Las Vegas‘ savvy readers know that it is those customers who ultimately pay for the luxury that these (former) titans of gastronomy and their retainers enjoy.

Las Vegas is also where our brimming-with-cash casinos are more that willing to throw money at an established chef’s brand in hopes it will save them from the food and beverage disasters they inflict upon themselves when left to their own devices (cf. Wynn Hotel/Switch). The money men behind Nobu know this, so this is where they’ve decided to plant his flag one last time time before he sails into the Peruvian-Japanese sunset.

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