San Diego is renowned for its vibrant sushi scene, boasting an array of high-quality dining options. Established favorites like Sushi Ota and Soichi, alongside newer entries such as Kinme Omakase and Hidden Fish, cater to sushi lovers seeking an exceptional experience. With a growing list of acclaimed establishments including Sushi Tadokoro and Hotel del Coronado’s Nobu, the city’s culinary landscape has much to offer.
Despite this array of choices, high-quality sushi often comes with a steep price, leading many diners to save sushi for special occasions or revert to supermarket options that lack authenticity. However, a new arrival in San Diego aims to change that dynamic. Sugarfish, known for its consistency and affordability, is set to open a location in Little Italy in spring 2026 at 2100 Kettner Blvd, inside a modern, mixed-use development.
Sugarfish, which originated in Los Angeles in 2008, has successfully established a foothold in the sushi market across California and New York, expanding cautiously to blend quality with accessibility. The restaurant was co-founded by a team including chef Kazunori Nozawa, who garnered acclaim for his previous establishment, Sushi Nozawa, in Studio City.
Jerry Greenberg, Lele Massimini, Tom Nozawa, Cameron Broumand, and Clement Mok joined forces with Nozawa to open the first Sugarfish in Marina del Rey, where a commitment to quality and taste has fueled its growth to fifteen locations. Massimini emphasizes their mission: “Our goal is always to deliver the best bite of sushi to every guest when they come to Sugarfish.”
The local sourcing of fish from San Diego and Baja enhances Sugarfish’s offerings, with Tom Nozawa noting the high-quality seafood available from the region. One of the restaurant’s hallmarks is its attention to rice, which is prepared with a proprietary vinegar blend, served warm, with a loose texture that complements the cool fish beautifully. As Nozawa states, “We’re sticking with our roots… serving simple, great sushi.”
Sugarfish aims to cater to all diners with affordable price points, ensuring the experience remains accessible. Their lunch specials start at just $32 for a well-curated selection, including edamame, various types of sushi, and hand rolls. For those looking for an elevated experience, a premium lunch option titled “Don’t Think. Just Eat. Trust Me” is priced at $60, featuring multiple courses with thoughtfully selected items—ideal for those who prefer not to make decisions themselves.
The restaurant’s design, led by architect Robert Tsurimoto Kirsten of A-RTK, will reflect the ethos of Sugarfish while drawing inspiration from noted San Diego architect Cliff May. The design nods to mid-century California Ranch styles featuring warm woods and seamless indoor-outdoor transitions, perfect for fostering a welcoming dining atmosphere. The new Sugarfish location will offer seating for 40 guests, highlighted by cozy colors and a minimalist aesthetic to keep the focus on the sushi.
Massimini captures the essence of their design philosophy: “For us, design is supportive. It’s not the centerpiece.” With Sugarfish’s reputation built on reliable, high-quality sushi devoid of gimmicky sauces or rare ingredients, the restaurant aims to fill a notable gap in San Diego’s sushi market.
As Sugarfish prepares to debut in Spring 2026, sushi enthusiasts in San Diego can look forward to an experience that promises both exceptional quality and reasonable pricing, making luxurious sushi more accessible.
image source from：sandiegomagazine
