News Summary
Sugarfish, a popular sushi chain from Los Angeles, will debut its first location in San Diego’s Little Italy neighborhood in spring 2026. This expansion marks a significant milestone for the brand, offering an authentic sushi experience with a commitment to high-quality ingredients. The new restaurant will feature a California ranch-inspired design and a menu that emphasizes the simple elegance of sushi, with a focus on local fish sourcing. As interest in the local dining scene grows, Sugarfish aims to become a staple for sushi lovers in the vibrant community.
San Diego—Sugarfish, a prominent sushi chain based in Los Angeles, is set to open its first location in San Diego’s Little Italy neighborhood in spring 2026. This marks the restaurant’s expansion outside its established markets in Los Angeles, Orange County, and New York, signaling a new chapter for the brand as it reaches a broader audience.
The new restaurant will be situated at 2100 Kettner Blvd. and will feature a seating capacity of 40. It will reflect a design inspired by California ranch-style homes, incorporating elements like natural concrete floors, exposed structural columns, and large windows that offer views of the harbor. This contemporary aesthetic aims to create an inviting atmosphere for diners.
Co-founders Lele Massimini and Tom Nozawa expressed enthusiasm for the new location, highlighting the strategic move as essential for sourcing fresh, high-quality fish while enhancing the overall guest experience. The introduction of Sugarfish in San Diego is anticipated to cater to local tastes and preferences, providing a straightforward, quality sushi dining experience.
Sourcing and Menu Highlights
As part of the Sushi Nozawa Group, founded in 2008, Sugarfish is renowned for its commitment to the “Nozawa-style of sushi.” This approach emphasizes simplicity and precision while highlighting the quality of the fish. The restaurant features several “Trust Me” set menus served in an omakase style, showcasing premium fish, crisp nori, and warm, loosely-packed rice prepared with a proprietary rice vinegar recipe.
Massimini noted that the local supply of fish from San Diego and Baja will be beneficial for Sugarfish’s sourcing needs, allowing the restaurant to maintain its high standards. The menu’s pricing strategy aims to deliver quality sushi at accessible prices, with lunch specials in Los Angeles currently ranging from $32 to $60 for a premium omakase option. The Little Italy location is expected to follow this model while adhering to a no-frills approach by avoiding fusion sauces and sushi rolls.
Growth Strategy
Over the past 17 years, Sugarfish has cautiously expanded, establishing only 10 locations in Los Angeles and five in New York City. This careful growth strategy has been crucial to preserving the quality that patrons have come to expect from the brand. The founders are confident that a commitment to high-quality sushi without gimmicks will resonate with local diners in San Diego, where the competition includes renowned establishments like Sushi Ota, Soichi, and Nobu.
The opening of this new location comes at a time when San Diego is experiencing a vibrant sushi scene. By introducing its renowned brand of sushi, Sugarfish aims to carve out a niche in this competitive market.
Community Impact
The decision to choose Little Italy as the site for the new restaurant reflects a growing interest in the neighborhood, which has become a hub for dining and cultural experiences. The move is anticipated to contribute positively to the local economy, providing job opportunities and enhancing the culinary landscape.
As the opening date approaches, interest in Sugarfish’s Little Italy location is building. With its focus on quality and a simple, authentic sushi experience, the restaurant hopes to attract both sushi enthusiasts and newcomers alike in San Diego.
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HERE Resources
Additional Resources
- San Diego Magazine
- Hoodline
- Eater San Diego
- Google Search: Sugarfish Sushi San Diego
- Wikipedia: Sushi
Author: STAFF HERE SAN DIEGO WRITER
SAN DIEGO STAFF WRITER The SAN DIEGO STAFF WRITER represents the experienced team at HERESanDiego.com, your go-to source for actionable local news and information in San Diego, San Diego County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as Comic-Con International, San Diego County Fair, and San Diego Pride Festival. Our coverage extends to key organizations like the San Diego Regional Chamber of Commerce and United Way of San Diego County, plus leading businesses in biotechnology, healthcare, and technology that power the local economy such as Qualcomm, Illumina, and Scripps Health. As part of the broader HERE network, including HEREAnaheim.com, HEREBeverlyHills.com, HERECostaMesa.com, HERECoronado.com, HEREHollywood.com, HEREHuntingtonBeach.com, HERELongBeach.com, HERELosAngeles.com, HEREMissionViejo.com, and HERESantaAna.com, we provide comprehensive, credible insights into California's dynamic landscape.
