You’re not imagining it: the popularity of sushi in America is on the upswing.
According to a recent article in the New York Times (“Sushi Is Bigger Than Ever in America. There’s One Main Reason”), the spike in demand for a greater variety of takeout during the Covid pandemic, coupled with improvements in the physical infrastructure, digital technology and robotics for the safe transport, preparation, packaging and serving sushi, pushed retail sales to $2.8 billion in 2024.
As a result, sushi is available nearly everywhere, and at a wide range of price points, from hundreds of dollars for a reverent omakase (chef’s choice) experience at the hands of a master sushi chef (oyakata), to a few dollars for grab-and-go takeout from your local supermarket.
Somewhere in the middle are myriad establishments offering both takeout and a casual and more affordable sit-down dining experience. Kura Revolving Sushi Bar, recently opened in the Mercer Mall in Lawrenceville, nicely fills that niche.
The space that formerly housed a Hooters has been transformed into the latest outpost of 83 Kura sushi bars across the country. It is the seventh in New Jersey, with another 14 “coming soon," according to Kura’s web site.
So, for the uninitiated, what is a “revolving sushi restaurant” anyway?
Imagine if you will that Willy Wonka built a sushi factory instead of a chocolate factory and you’d be pretty close to imagining the fun and delicious experience that awaits you at Kura Revolving Sushi Bar.
A recent visit following the first real snow storm in many a year confirmed the growing popularity of Kura’s Lawrenceville location, with a respectable turnout of lunch hour diners despite wintry conditions. To avoid a potentially long wait for a table, reservations can be made through the Kura Rewards App or by using the kiosk inside the restaurant.
Following a friendly greeting by Kura’s staff, we were escorted through the brightly lit and colorful space to one of the booths positioned in rows perpendicular to Kura’s open kitchen, where legions of chefs prepared a seemingly endless stream of sushi, sashimi, rolls of all descriptions, assorted tempura, crispy fried chicken, fish and much more.
With more than 600 locations worldwide, Japan-based Kura Sushi, founded in 1977, is a major international chain of revolving sushi restaurants. It has locations in Japan, Taiwan, and the United States. Restaurants in the U.S. are under the corporate umbrella of Kura Sushi USA, established in 2008 as a subsidiary of Kura Sushi, Inc.
It should be noted that although Kura’s web site states that each booth seats up to six diners, our party of four adults with our winter coats and ranging from thin to average-size fit comfortably, but with little room to spare. Another option is Kura’s sushi bar, which accommodates 10 diners.
Making one’s meal selections is part of the fun of dining at Kura. Ordering may be done in one of two ways, and for first-timers must be experienced to be truly appreciated.
Emanating from the kitchen, running down each aisle and separating the rows of booths are two conveyor belts, one atop the other. The bottom belt, in continuous motion, carries small dishes of the main selections from Kura’s menu and is constantly replenished. Each selection is clearly labeled, and when one approaches that catches your fancy, you unlatch the protective cover and pick up the plate.
For the most part, pricing is a simple matter of counting the plates, as each selection from the lower belt is priced at $4.10, tracked for you automatically as you deposit each empty plate in a slot at your booth.
For ordering drinks, udon, ramen, other side dishes and desserts at various price points (and for summoning waitstaff should you need assistance), use the video screen above the conveyor belts.
Those special orders may appear in a variety of ways; on the upper Express Belt (accompanied by an announcement of their arrival), delivered by a staff member, or (for drinks and other spillable items) by a robot dubbed "KuraB the Kurabot" that tirelessly delivers to your booth, a real treat for kids or the kid in you.
You’ll notice that I haven’t yet said much about the food at Kura. That’s because, unlike the menus of typical American style restaurants, there are so many menu items, available in so many combinations and permutations, that it would be almost pointless to highlight a handful of particular preparations.
A few general observations are in order. But first, a brief description of the bona fides of two of my intrepid dining companions. Both are deeply knowledgeable when it comes to sushi restaurants at all price points, both here and in Japan. Both are in agreement that Kura gets a “thumbs up” for the quality of ingredients and fair pricing.
Kura’s imported wasabi, vinegar for sushi rice, thinly sliced ginger and the broth used for its miso soup, udon and ramen noodle dishes (made from scratch daily) earned high praise as well.
My other dining companion is a bit of an outlier: allergic to shellfish and therefore leery about dining at sushi bars. Kura’s web site wisely cautions that “Our restaurants are not allergen or gluten free environments…even when specially ordered, we are unable to guarantee that a menu item will be free of any allergen.” It’s also worth noting that in addition to a menu that displays images of each item on offer, the web site thoughtfully lists extensive nutritional and allergen information.
My third dining companion bravely soldiered on, and found the miso soup, American Wagyu beef, crispy chicken and chunks of fresh watermelon immensely satisfying and free of cross contamination. As for me, I can’t fail to mention my enjoyment of the seared scallop with Japanese mayo, seared tuna with garlic sauce, charbroiled mackerel and soft-shell crab tempura.
One of my dining companions pointed out that Kura’s motto, “Serving Authentic Japanese Cuusine Since 1977,” is technically true, although menu items such California-style and other rolls and New Yor-style cheesecake are clearly additions geared to the Western palate.
What is perhaps my only quibble is that is not obvious (at least to me) how to keep a running total of how many plates one drops into that slot. It’s just so easy to take just one more taste-tempting plate from the conveyor. Perhaps a closer look at the screen above my booth or the Kura’s app addresses that. Rest assured, I’ll find out on my next visit.
Kura Revolving Sushi Bar. 3371 U.S.1, Space 44, Lawrenceville, NJ 08648. Web: kurasushi.com/locations/lawrenceville-nj. Phone: 609-286-7577
Hours: Monday through Thursday from 11:30 a.m. to 9:30 p.m., Friday and Saturday from 11:30 a.m. to 10 p.m., and Sunday from 11 a.m. to 9:30 p.m. Wheelchair accessible. Menu items may be ordered for pick-up and delivery through the Kura Sushi App or via order.kurasushi.com.