Last week, Nobu celebrated its 30th anniversary at The Glasshouse in New York City with a star-studded and sushi-filled party. From cofounder Robert De Niro to surprise guest performer David Foster, Nobu’s most valued guests flocked to the space to congratulate Chef Nobu Matsuhisa.
Ahead of the event, Matsuhisa, who is private and rarely does media engagements, sat down with WWD to discuss the highlights over the last 30 years for the iconic brand, his partnership with De Niro and what could be on the horizon.
While Nobu now maintains 54 restaurants, 41 hotels and 12 residences, Matsuhisa is quick to defer to others, including his cofounders De Niro and Meir Teper, when asked about how he has achieved such success.
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“I have great partners. They understand each other. They support me… My team has strong passions,” he said. “With me and with all my team, including partners, [we’re] trying to make the same goal. That’s why the Nobu hotels and restaurants keep growing.”
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Matsuhisa doubled down on his relationship with De Niro as a key driver of his and the business’ success. The two were connected over 30 years, when De Niro first ate at Matsuhisa’s restaurant Matsuhisa, which opened in 1987. De Niro, who also owns the Tribeca Grill and the Greenwich Hotel in New York City, knew Matsuhisa was special and wanted to develop a restaurant concept with him that would eventually become Nobu. But at the time, Matsuhisa wasn’t ready. He also had no idea who De Niro was.
The chef recalls saying at the time, “Thanks Bob, but [I] cannot because [it’s] too early.”
Four years later, De Niro asked again. This time, Matsuhisa knew who he was and was ready to accept the offer.
“After four years, he was still watching me,” said Matsuhisa. “I started business with him because I can trust him, because that’s four years [of] watching.” It was also De Niro who pushed Matsuhisa to develop the Nobu hotels and residences.
Shortly after praising their longterm partnership, De Niro popped into the conversation to hug Matsuhisa and congratulate him on the anniversary celebration. Later in the evening, addressing the room, De Niro said, “It’s been an amazing adventure… I knew that he was so special when I went to Matsuhisa over 30 years ago and tasted his food.”
While Matsuhisa has been able to grow his restaurant and hospitality empire, it hasn’t always been easy.
“[Business,] it’s always a challenge, especially the new restaurants, new cities, new locations,” he said, emphasizing that maintaining a clear vision has been his guiding light. “We have the same passion: good food… quality, simple, beautiful, tasty. The Nobu philosophy is always like this.”
It’s this central untainted vision that keeps guests coming back — this vision, and of course, Nobu’s signature dishes like the black cod with miso or yellowtail sashimi with jalapeño. Now, 30 years later, Matsuhisa says customers are drawn to Nobu for comfort and quality.
“The loyal customer [keeps] coming, and also kids too. Now, the kids graduate and get married, so [it’s the] second generation. [They’re] much more comfortable with us,” he said. “It’s always homey and comfortable.”
It’s those qualities that have led Matsuhisa’s first name to become a recognizable brand that stands on its own.
“I’m very proud of myself because Nobu’s name has grown all over the world,” he said. “The funny story now [is] younger kids, they like the Nobu restaurant… Kids say, ‘Oh, Nobu is not a person’s name. It’s a restaurant’s name.’”
While Nobu likely has more on the horizon, Matsuhisa isn’t focused on what’s next. Instead, he’s taking it day by day.
“I like to try my best in this moment,” he said.