What Nobu is and how it operates
Nobu is a chain of high-end sushi and Japanese restaurants founded by chef Nobu Matsuhisa. The restaurants serve omakase (chef's selection), sushi, sashimi, and cooked Japanese dishes, often with South American and European influences mixed in. Nobu locations are typically upscale dining venues — not casual neighborhood spots — and prices reflect that positioning.
Each Nobu restaurant operates as a standalone business, though they share the same menu philosophy and kitchen standards. You'll find Nobu locations in major cities worldwide, including New York, Los Angeles, London, and Tokyo. The restaurants are owned and operated by different entities depending on location, but all follow Nobu Matsuhisa's culinary direction.
Unlike a typical sushi restaurant where you order individual rolls or nigiri, Nobu's main offering is omakase — a multi-course tasting menu where the chef decides what you eat. This is the traditional way to experience the restaurant, though most locations also have an à la carte menu if you prefer to choose your own dishes.
Key Takeaways
- Nobu serves omakase (chef's tasting menu) as its primary offering, though à la carte ordering is usually available.
- Prices are high — omakase typically runs $150 to $300+ per person depending on location and what the chef selects.
- Reservations are nearly always required and often book weeks or months in advance, especially at popular locations.
- The experience lasts 45 minutes to over an hour, with the chef presenting each course individually and explaining the ingredients.
- Dress code is business casual to formal at most Nobu locations, and tipping is expected on top of the bill.
How to make a reservation and what to expect when you arrive
You cannot walk into Nobu and expect a table. Reservations are required at virtually every location. Most Nobu restaurants take reservations through their own website or by phone — call the specific location you want to visit. Some locations also accept reservations through third-party platforms like Resy or OpenTable, but calling directly is often more reliable.
Book as far in advance as possible. Popular locations in major cities often have a waiting list weeks or months out, especially for dinner service. Lunch is sometimes easier to book on shorter notice. When you call, tell them how many people are in your party and what time you prefer. Ask whether they have a counter seating option (sitting directly in front of the chef) or table seating — counter is more interactive but also more expensive.
Arrive 10 to 15 minutes early. The host will seat you at your table or at the sushi counter. If you're at the counter, you'll be directly in front of the chef. The server will bring water and ask about any dietary restrictions or foods you dislike. This is the moment to mention allergies, vegetarian preferences, or items you don't eat — the chef will adjust the menu accordingly.
Understanding omakase pricing and what's included
Omakase pricing varies by location and by what the chef sources that day. At most Nobu restaurants, expect to pay between $150 and $300 per person for the chef's tasting menu. Some locations charge more, and prices can shift seasonally or when premium ingredients are available. The price is per person, not per table.
The omakase price typically includes 15 to 20+ courses of sushi, sashimi, and cooked dishes. Each course is a small portion — the idea is to taste variety, not to fill up on one item. Beverages are almost never included in the omakase price. Wine, sake, beer, and soft drinks are ordered separately and added to your bill at the end.
À la carte ordering costs more per item than omakase but gives you control over what you eat. A single piece of nigiri might cost $8 to $15, and a roll could be $20 to $40. If you order à la carte, you'll likely spend as much or more than omakase, so most diners choose the tasting menu.
What happens during the omakase experience
The chef will begin presenting courses one at a time. Each piece of sushi or sashimi is placed directly on the counter or on a small plate in front of you. The chef or server will explain what you're eating — the type of fish, where it came from, and sometimes how it was prepared. You eat each course when ready after it's presented, while it's at the right temperature.
The pace is deliberate. You're not rushed, but courses come out steadily — typically one every few minutes. The entire experience usually takes 45 minutes to over an hour. The chef watches to see if you're enjoying the food and may adjust upcoming courses based on your reactions or any preferences you mentioned at the start.
Toward the end of the meal, you'll usually receive a cooked dish (sometimes a hot appetizer or a small entrée), followed by tamago (sweet egg omelet) or another finishing touch. Dessert and tea or coffee come after the omakase courses are complete. The server will then bring your bill.
Dress code, tipping, and restaurant etiquette
Nobu is a formal dining experience. Business casual is the minimum — collared shirts, dress pants or skirts, and closed-toe shoes. Many diners wear business formal or cocktail attire, especially for dinner service. Avoid athletic wear, tank tops, and very casual clothing. If you're unsure, call ahead and ask what the restaurant recommends.
Tipping is expected and customary. Add 18% to 22% to your bill as a tip for the server and chef. Some restaurants include a service charge automatically, especially for larger parties — check your bill before adding a tip. If you're paying with a card, the machine will prompt you to add a tip amount.
At the sushi counter, it's polite to eat each piece as soon as it's placed in front of you. Don't let it sit. If the chef explains something, listen and acknowledge — a straightforward "thank you" or nod shows respect. Avoid using your phone at the counter. If you're at a table, normal dining etiquette applies, but still put the phone away during the meal.
Dietary restrictions and special requests
Tell your server about allergies, vegetarian diets, or foods you don't eat when you sit down. The chef can modify the omakase menu to work around restrictions. A vegetarian omakase will include vegetable dishes, cooked items, and egg-based courses instead of raw fish. The price is usually the same as the standard omakase.
If you have a severe shellfish allergy, mention it when ready — the chef needs to know before preparing your food, as cross-contamination is a risk in a sushi kitchen. Nobu can usually accommodate this, but the chef may need to use separate utensils and preparation areas.
Requests for specific fish or ingredients are sometimes possible, especially if you mention them when you make your reservation. However, omakase is designed around what the chef chooses, so flexibility on your part makes for a better experience.
Frequently Asked Questions
Can I order just sushi rolls instead of omakase?
Yes, most Nobu locations have an à la carte menu with rolls, nigiri, and cooked dishes you can order individually. However, à la carte is more expensive per item than omakase, and you'll likely spend the same total amount or more. Omakase is the intended experience and usually the better value.
How far in advance do I need to book?
It depends on the location and season. Popular Nobu restaurants in major cities can book out 4 to 8 weeks or longer for dinner. Lunch is often available on shorter notice — sometimes a few days ahead. Call the specific location to find out current availability.
What if I don't like raw fish?
Tell your server when you arrive. The chef can include more cooked dishes, grilled items, and vegetable courses in your omakase. You'll still get the full experience, just with fewer raw preparations. The price remains the same.
Is there a dress code?
Yes, business casual minimum. Most diners wear business formal or cocktail attire, especially for dinner. Avoid athletic wear and very casual clothing. Call ahead if you're unsure whether your outfit fits the restaurant's standards.
Do I tip on top of the bill, or is service included?
Check your bill — some Nobu locations add an automatic service charge, usually 18% to 20%, especially for larger parties. If no service charge appears, add 18% to 22% as a tip. Either way, the final amount you pay includes compensation for the server and kitchen staff.