Hey Hot Potatoes,

Welcome to the latest edition of the Hot Potato Newsletter! It feels like it’s been a busy past couple of weeks since the last edition, how’s everyone been getting on? In both work and personal life, things have been full on in a good way!

I don’t know about you but in the hospitality space there are certain operators I look at and can’t help but admire. You know when you go somewhere and you know it’s going to be a special meal, every time the food and service is flawless. Well for me, one of those operators is Nobu, there is something special about the whole experience for me.

From their first restaurant in 1987, they now have over 50 restaurants and 12 hotels globally, becoming a hospitality powerhouse. However if it wasn’t for a certain celebrity convincing Nobu Matsuhisa to open up on the East Coast, things might have looked quite different today! In today’s newsletter, we’re going to look into the origins of Nobu and break down the key factors in their success. Let’s get into it!

In today’s email: Fusion, Fame & Fortune: How Nobu Transformed Culinary Boundaries

Read Time: Approx 4 mins

The origins of Nobu.

Source: Eater / Nobu

The Nobu phenomenon didn't just happen overnight, and it certainly wasn't planned. After falling in love with sushi from a young age after an authentic Japanese dinner with his older brothers, at the age of 18 he went to culinary school to train and be a sushi chef for seven years. Fresh from his sushi training in Saitama, Japan, he then landed in Lima, Peru in the 1970s ready to bring traditional Japanese cuisine to South America to open a restaurant. After the death of his father he wanted to get out of Japan for a bit and have an adventure, something his dad did in his early years.

After being unable to source many Japanese ingredients, Nobu did something absolutely genius that would change culinary history forever. He started blending his precise Japanese techniques with vibrant local Peruvian ingredients, creating that signature fusion style that we all know and love today. He realised that whilst he had access to the same quality fish, the styles of preparation were completely different. He thought why not try using soya sauce and wasabi with Peruvian flavours and see what happens? Well, we’re glad he did!

Things had been going well in Peru, but three years later, a disagreement with his business partner about compromising on fish quality forced Nobu to end the venture and return to Japan to focus on raising his family.

From setback to stardom.

Source: Eater / Nobu / Beverly Hills Courier

Nobu still had an itch to become successful in America and four years later opened a restaurant in Alaska. After just 50 days, a devastating restaurant fire meant Nobu had to close the restaurant, and led him to move to Los Angeles, where he opened his eponymous restaurant ‘Matsuhisa’ in 1987. However, this wasn't just any restaurant, it quickly became THE place for Hollywood's elite to dine. New York Times rated it as the best restaurant in the world and the place gathered serious press.

Enter Robert De Niro, yes, THE Robert De Niro! The legendary actor became such a regular that he developed a genuine friendship with Nobu. De Niro, being the visionary he is, spotted something special and repeatedly encouraged Matsuhisa to bring his culinary magic to New York City.

Nobu initially held back, he wanted to make sure his LA restaurant was successful first (smart move, it's a marathon not a sprint, right?). But eventually, the stars aligned, and after four long years of trying to convince him, in 1994 Nobu opened Nobu Tribeca in NYC. It was a powerhouse collaboration between Matsuhisa, De Niro, restaurateur Drew Nieporent, and producer Meir Teper. Talk about a dream team! The partnership also worked both ways, with Nobu starring in films such as “Casino,” “Goldmember” and “Memoirs of a Geisha" turning into a bit of a celebrity himself.

The key factors to their success.

Source: Hypebeast / Hersey / Upscale Living

There are several reasons that explain why Nobu has seen global success today:

• Unique Culinary Vision: Nobu’s hallmark is Japanese-Peruvian fusion, blending traditional Japanese techniques with South American ingredients, resulting in iconic dishes like black cod with miso. All menus balance “Nobu classics” with local and seasonal adaptations, allowing each location to offer something unique while maintaining brand consistency.

• Commitment to Quality and Service: When Nobu talks about 'Kokoro', doing everything from the heart, he's not just spouting philosophy, he's building a business model. That unwavering dedication to top-quality ingredients and memorable service creates something magical: trust.

• Teamwork and People Development: For the multi-site owners and growing brands, you’ll be interested to know that Nobu's approach to their team is your masterclass in scaling with purpose. Their promote-from-within culture is strategic brilliance. When staff see genuine career paths, turnover drops dramatically. Those entry-level staff who grow into executives? They're your brand consistency champions.

• Strategic Partnerships and Celebrity Appeal: I always believe success requires knowing what you're great at and finding partners for the rest. The De Niro connection wasn't just about investment cash; it was a smart marketing move. His celebrity endorsement helped bring a unique appeal to the brand that other celebrities wanted to be a part of.

• Adaptability and Global Mindset: Their philosophy of simplicity, consistency and heartfelt service works because it's fundamentally human. With over 50 restaurants worldwide, they've proven that staying true to your core while embracing local nuances is the secret sauce of global growth. Whether you're in Malibu or Manila, that Nobu magic remains intact.

Nobu's success stems from multiple factors working in harmony, not just a single element and it’s clear that when you focus on a quality offering and genuinely care about the people you serve, you’ll give yourself the best chance of success.

Today we've explored the story and origins of Nobu and the different factors that have explained the success they’ve seen globally. What’s one other brand that you admire and why?

Now, in our next edition of Hot Potato, I draw on my expertise and take a trip down memory lane to my years at Just Eat to focus on how you can set yourself up for success on delivery platforms. We'll look at some clever low-cost strategies to drive sales as well as the ways you can set yourself up for operational success too. I am giving away all this knowledge absolutely free—you won't want to miss it!

Ready to learn the tips to be successful on delivery? Subscribe now to have our delivery guide delivered straight to your inbox in our next edition!

Bon appétit,

Max Shipman, Founder, Hot Potato

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