In the realm of Japanese lounge restaurants, there are at least two known globally: The first was founded by Nobu Matsuhisa and Robert Deniro in 1994 in New York City (expanding on Nobu’s Beverly Hills original), and the second is Zuma, which opened its
first-ever California outpost in San Diego on Monday, August 10. Both chains operate dozens of locations in major cities, as well as numerous vacation destinations; serve raw fish and other prepared dishes in striking environments; and are pricey, but generally high quality. But Zuma’s arrival in San Diego with a 250-seat restaurant inside the historic Guild Hotel marks a sea change for the restaurant group that first planted a flag west of the Mississippi in Las Vegas in 2017. After opening in Vail, Colorado earlier this year, Zuma plans to expand further on the West Coast, challenging Nobu’s regional supremacy and adding another competitor to a crowded Japanese restaurant scene.
First opened in 2002 in London by Raine Becker and Arjun Waney, Zuma now operates in Dubai, Hong Kong, Istanbul, New York, and Cannes, with seasonal pop-ups in places like Phuket, Ibiza, and Mykonos to cater to the jet set. While Nobu’s menu focuses more heavily on sushi, sashimi, and cold dishes, with a few hot dishes like popcorn tempura and kushiyaki, Zuma’s has a more even distribution across raw fish, hot dishes, and grilled skewers. That means classics like miso black cod wrapped in hoba leaf, torched salmon nigiri, and grilled scallops with mentaiko shiso butter.
In San Diego, the dark, almost cavernous interior reveals Zuma’s signature rock wall motif, latticed wooden wall decorations meant to recall Japanese designs, and deep auburn hues referencing the sunset vibe of Baja California. A counter set in front of the sushi chefs reinforces the focus on top-tier fish, while the sprawling layout offers outdoor seating on a garden terrace. And what vibey new Downtown San Diego restaurant would open without a DJ booth? There’s one here, along with a wraparound bar mixing cocktails like the Zuma Paloma, using clarified yuzu and hibiscus cordial with tequila.
Zuma’s culinary director, Francisco Poncho Troncoso, tells Eater that the restaurant has been intentional about evolving toward a more local focus while maintaining standards across the chain. San Diego’s outpost will add location-exclusive items, like seasonal fish and produce sourced from local farms. Troncoso also adds that Zuma prioritizes competitive compensation and structured growth opportunities for its staff, aiming to create a culture that contributes to Zuma’s long-term success in the U.S.
Zuma is open daily from 5 p.m. to 10 p.m. at the Guild Hotel, 500 W. Broadway, San Diego, CA, 92101. Reservations available here.
