Sushi by Boū opening second NJ location

Sushi by Boū – a timed dining concept that offers a modern take on the classic Japanese sushi counter – is opening its second location in New Jersey.

Coming to the ground floor of the W Hotel in Hoboken, the omakase-style restaurant is scheduled to open Jan. 14 and will feature a chef-curated, personalized culinary experience of 12 courses for $60 or 17 courses for $100, as well as a selection of handmade cocktails, imported sake and fine Japanese spirits.

Hand rolls and other sushi items are made with the freshest and highest-quality fish, sourced locally and globally, and are available upon request, along with additional a la carte specialties and seasonal mochi ice cream for dessert, according to the restaurant.

Featured delicacies include: hamachi (yellowtail), botan ebi (spotted prawn), ikura (salmon roe), hotate (scallop), o-toro (fatty tuna), unagi (bbq eel) and wagyuni (“surf and turf”).

The location will include a customized theme in keeping with the brand’s other spots, with its décor drawing inspiration from New Jersey rappers of ’90s hip hop, featuring graffiti murals commissioned by local Japanese artists.

Sushi by Boū Hoboken will be open for dinner daily from 5 to 11 p.m., with the last seating at 10 p.m. Reservations can be made at sushibybou.com, on Opentable or by texting 917-268-7268.

The Hoboken opening is part of New York City-based hospitality group simplevenue’s ongoing efforts to expand Sushi by Boū and sister brands Sushi Suite, Omakaseed and Fins and Scales.

Since its initial launch in 2017, simplevenue has opened 15 outposts in the metropolitan areas of New York City, Miami and Chicago, and plans to double its footprint this year. Within New Jersey, simplevenue debuted its first Sushi by Boū at Ani Ramen House in Jersey City about three years ago.

In a statement, simplevenue founders Michael Sinesky and Erika London, along with newly appointed partner and Chief Hospitality Officer Richie Romero, said they’re looking forward to “adding at least another dozen locations in 2023, starting with this expansion to Hoboken.”

“Each restaurant brings incredible concepts to microrestaurants located within underutilized spaces within existing venues,” they said, adding that Sushi by Boū “changed the sushi counter experience in America” with its “high-end, timed omakase experience.”