The London-born contemporary Japanese restaurant chain Zuma has at last set up shop on the West Coast of the United States. The brand, which has already made its way to Hong Kong, Dubai, Madrid, New York and Miami, opened its sixth U.S. location in August, placing it in downtown San Diego. The new spot represents Zuma’s first venture into California.
The eatery has a floor space of 12,000 square feet and can accommodate approximately 220 guests. The venue offers both indoor and outdoor seating, including a garden deck, a wraparound bar and a dedicated DJ booth.
San Diego’s Coastal Sell
Zuma cites San Diego’s coastal energy and cosmopolitan sensibilities as the reasons behind the choice. The city was selected for its sizable population of trend-seeking residents and visitors from around the world.
“That balance aligns perfectly with Zuma’s approach of creating restaurants whose priority is to become part of the local community while also serving as destinations for international travelers,” Nick Fielding, senior vice president of Azumi Restaurant Group, said.
“We felt San Diego represented an exciting opportunity,” Fielding added. “The city has continued to evolve as a culinary destination, and we believe there is room for a globally recognized contemporary Japanese concept that delivers not only outstanding cuisine but also a vibrant atmosphere and memorable hospitality.”
The Baja Design Flair
The global menu holds steady at about 85% items, combining a sushi counter, robata grill and signature izakaya dishes. The San Diego spot puts its own stamp on the look, drawing from the Baja California landscape, with stone elements on a large scale, natural textures and custom timber screens that point to Balboa Park.
Finding the right balance is tricky. Zuma is a global brand with a steady core, yet it wants each outpost to feel its own. The approach in San Diego is a way to signal that this market is not just another American outpost; it carries its own distinct light.
Robata Grill and the Steak
The robata grill menu opens with pork belly seasoned with yuzu mustard miso, chicken served with spring onion, and jumbo tiger prawn garnished with yuzu pepper. The selection also runs deep across nigiri, sashimi and sushi rolls, alongside a 32-ounce wagyu tomahawk steak, black cod marinated in miso and wrapped in hoba leaf, and a rice hot pot packed with wild mushrooms, vegetables and truffle.
Among the signature dishes is the miso-marinated black cod, as captured by Rusne Draz.
The Bar
More than 40 varieties of sakes are available, along with Japanese whiskies and other spirits on the bar. Signature cocktails include the Burning History, made with Japanese whisky, scotch, yuzu, honey, ginger and egg white, which is smoked over a barrel stave. There is also a paloma made with tequila, clarified yuzu-hibiscus cordial, grapefruit Himalayan salt solution and soda water.
Expansion Ahead
The Zuma brand keeps expanding, with new restaurants on the agenda for two locations before the year is out: Cabo San Lucas, Mexico, and Saint-Barth, a Caribbean island.
In Bodrum, Turkey; Phuket, Thailand; and Mykonos, Greece, the brand runs seasonal and pop-up venues.
After nearly 25 years of serving contemporary Japanese food, Zuma will soon make its debut in Japan. The company just announced a pop-up in Niseko that will open December 1, in the heart of Hirafu ski resort, just minutes from the slopes. It is meant to transition from an energetic après-ski hangout into a high-end dinner experience, with room for 141 guests and private dining space.
The Bottom Line
The San Diego opening for Zuma makes a point about where the brand believes its next audience is located. The restaurant is in a city that has become a destination in its own right, home to a young, global crowd that travels and eats with the same ease.
The restaurant blends global uniformity with local nuance. The Baja design pays homage to the region, while the menu remains largely 85% the same as everywhere else. That is acceptable. The aim is not to remake Japanese cuisine. The aim is to offer it in a setting where people are already eager to gather.
| Location | Status |
|---|---|
| Cabo San Lucas, Mexico | Before the end of the year |
| Saint-Barth, Caribbean | Before the end of the year |
| Niseko, Japan | Pop-up, December 1 |
| San Diego | Open since August |
Zuma is betting on San Diego’s energy, a city that has become a dining destination.
Source material: “London-based Zuma just opened its first California restaurant in downtown San Diego,” Nation's Restaurant News.
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