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Sendo Offers Premium Sushi at Affordable Prices in NoMad
July 12, 2024, 12:35.38 pm ET

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Photo: Kyle Johnson

Sendo, the new Edo-era inspired sushi counter that draws upon the beloved cuisine’s origins from 1850s Japan, opens in NoMad [876 6th Avenue, at the corner of W. 31st Street]. Sushi chef Kevin Ngo [previously of Sushi Nakazawa and Sushi Ginza Onodera] offers one of New York’s most affordable, high quality sushi menus that features curated sets of nigiri, handrolls, and kaisendons for just $30 - $45, as well as an à la carte menu.

Chef Ngo sources premium fish from Japan through relationships built at restaurants like Michelin-starred Sushi Nakazawa, paired with rice from the finest farms in Niigata Prefecture and Hokkaido, along with small-batch aged vinegars and house-made sauces to enhance the seafood’s natural flavors.


Photo: Francesco

Sendo honors the 200-year-old Japanese origin of sushi as a casual street food, accessible to all and made with simple, fresh ingredients. Inspired by Tokyo’s famously affordable sushi bars. The menu features sets ranging from $25 - $40, like the Hokkaido Set with 10 nigiri, 3 handrolls and 2 kaisendons; handroll-only sets with toro, scallop, ocean trout, and spanish mackerel; and the signature Sendo Don, a rich mix of toro, salmon, ikura, scallop, shrimp, and uni over seasoned rice - once guests are halfway through their bowl, chef tops it off with a delicate hot sea bream broth, turning the dish into chazuke.

There are also several varieties of Nigiri, starting at $2 per piece, such as Salmon, Scallop, Eel and Uni. Handrolls, starting at $4, include Akami, Toro, and Crab; and Chirashi Bowls with Toro Taku, Salmon Ikura and Botanebi, all available à la carte. Takeout and catering packages are also available.

Located discreetly on the second floor of an unassuming building, Sendo was built by Makoto Ishi with warm, walnut woods and an intimate 10 spots for counter-style sushi service. To offer the most affordable yet highest quality sushi available, Sendo’s business model allows for low overhead and high efficiency, giving the value back to the diner.



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