Sakana: Bringing Affordable Sushi to New Brunswick
Discover how Sakana, an all-you-can-eat sushi restaurant in New Brunswick, became a local favorite through owner Jaden’s mission to make high-quality sushi accessible to everyone.
Nestled on the Rutgers campus in New Brunswick, Sakana is an all-you-can-eat sushi restaurant that has quickly become a favorite among students and locals alike. Offering a diverse menu of fresh and flavorful sushi, Sakana stands out not just for its variety, but for its commitment to making high-quality sushi accessible to everyone. We spoke with the owner, Jaden, to learn more why he opened Sakana.
Jaden’s journey began in architecture, where he was deeply involved in designing blueprints for various businesses, including restaurants. It was during this time that Jaden became familiar with the restaurant world, particularly the high costs associated with sushi. He noticed that sushi was often considered an upscale, expensive cuisine, out of reach for many people. Inspired by this realization, Jaden decided to introduce sushi in a way that would be accessible and affordable for everyone.
This led him to partner with a group of like-minded individuals who shared his vision. Together, they designed a menu that could be offered in an all-you-can-eat format, allowing people to enjoy a wide variety of sushi without the hefty price tag.
“People don’t want to spend a lot of money on to try sushi and then risk not liking it. With our all you can eat model, it removes this barrier for people to try out different rolls and experiment with sushi,” Jaden explained.
At Sakana, there’s something for everyone, whether you’re a sushi lover or just starting to explore this cuisine. Some of the most popular dishes include the Yellowtail Jalapeño, the Sexy Girl Roll, and the American Dream Roll. The Sexy Girl Roll is spicy tuna mixed with crunchy, spicy yellowtail, and topped with seared salmon, eel sauce, and spicy mayo. For those who prefer cooked items, the American Dream Roll is a crowd favorite, featuring tempura shrimp, cream cheese, and crab, topped with avocado and drizzled with eel sauce. Understanding that not everyone is comfortable with raw fish, Jaden’s menu thoughtfully includes options like these to cater to a wide range of tastes.
When asked about his personal favorites, Jaden didn’t hesitate, “I love Salmon Toro, a rich and fatty sashimi, and the Hamachi Kama, the fatty jaw of the yellowtail fish.”
What’s unique about Sakana is that they purchase whole fish and process them in-house. This not only ensures the freshest possible ingredients but also helps reduce costs, allowing Sakana to offer high-quality sushi at an affordable price.
Jaden’s approach to running Sakana isn’t just about making a profit. Unlike many in the industry who might focus on maximizing profits, Jaden and his team are content with making a smaller margin if it means they can give back to the community and introduce more people to the joys of sushi. For him, the real accomplishment comes when customers can enjoy sushi without breaking the bank and have the opportunity to try a variety of rolls and dishes.
He believes that sushi should be an experience where people can explore different flavors and textures, and the all-you-can-eat format at Sakana allows just that. Instead of being limited to one or two expensive rolls, customers can sample a wide range of options, broadening their palate and discovering new favorites.