By Kevin Morley
PLATTSBURGH N.Y. Yama Sushi is putting a spin on the traditional Japanese
cuisine experience where they let the food speak for itself.
Since their opening roughly four months ago in downtown Plattsburgh, the
restaurant is the new kid on the block. Manager, Joy Liu, brought Yama Sushi to
Plattsburgh knowing that there was already an established Japanese cuisine
competition in the form of Koto. However, Liu believes the experience of the two
restaurants have their distinct differences.
“When you go to Koto, you get a show with the Hibachi,” Liu said. “Here,
there is no show, we just prepare the food and it goes to the customers plate.”
The growing clientele at this upcoming establishment makes it evident that
the traditional Hibachi “show” is not missed. The customers are appreciative of the
quality of food they are getting as well as the variety the menu offers. Brendan
Thomas, a sophomore at SUNY Plattsburgh, has had his fair share of dining ventures
at Yama Sushi and he is more than pleased with what the restaurant has presented
him with.
“Yeah, you may not get the crazy knifes flying around and the little onion
volcanoes that you would see at Koto,” Thomas said. “But the creativity of the food
beats out the simplicity of cooking the normal Hibachi menu.”
The creativity that Thomas refers to can be found in the contents of the menu
at Yama Sushi. Sushi rolls vary from the classic California roll to the location
oriented Plattsburgh roll. Although it is offered year the Christmas roll also breaks
the generic rolls that many Japanese restaurants offer.
Beyond the food, the atmosphere of Yama Sushi is refreshing. Once again,
they walk away from the traditional Japanese tendencies as they have the
alternative rock station, WPTZ playing upon entering, rather than the common
Japanese folk music.
The walls of the restaurant space are coated in the bright “Mets” orange that
gives off a trendy vibe; catered to the abundance of college students that have made
this restaurant their go to spot.
“I think that it’s perfect for college students because of how played down the
atmosphere is.” Evan Floreck said. “I feel like when you walk into Koto a customer is
inclined to think that it is a much fancier place than it is. The fact that this place is
less extreme in their presentation of the store makes it more welcoming to a college
crowd.”
Not only does the space of the restaurant bring a welcoming vibe to it’s
customers, but the staff has been known to be able to relate to their customers on a
personal level. Liu is known by her customers as the smile that greets you at the
door.
“I think a big part of the success of this place is the fact that you feel
comfortable here,” Rachel Buonforte said. “When I came back after my first visit
here I already felt like a regular.”
A sense of community has been established in this particular restaurant, even
the way that people hear about it is by word of the community. Liu has decided to
not use advertising for her rising company, which is an interesting business move
on her part. However, this leads to the interaction of people as a way for the name of
the business to spread rather than hearing about it on a commercial.
Liu’s decision to hold off on advertising embodies her immigrant spirit. Yama
Sushi is Liu’s way of making a living for herself and providing for her family. She is
not looking to make some huge chain that goes national. As of right now she is just
trying to get by.
Liu believes that providing the best food for her customers should be the
main focus of her business. When it comes to her long term goals for Yama Sushi,
her wishes are quite modest.
“I’ve been working in the Japanese restaurant business for ten years now,”
Liu said. “In those ten years I’ve yet to have a nice sit down meal with my family. I
just hope this place brings enough success to me where I can make that dinner
happen some day.”
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