Simplicity and Service: Chef Nobu Matsuhisa’s Recipe for a Global Empire

Once a small sushi counter chef with a burning passion for hospitality, Nobuyuki “Nobu” Matsuhisa has built one of the most recognizable luxury dining brands in the world. Today, with 56 restaurants spanning five continents, 19 hotels in operation, and 20 more in development, the Japanese-born chef has transformed his philosophy of simplicity, quality, and warmth into a billion-dollar hospitality empire.

Image: River Callaway/ Getty Images

From Los Angeles to London and Dubai to the Bahamas, Nobu has become synonymous with celebrity dining. Beyoncé, Jay-Z, Rihanna, Drake, Ye, Leonardo DiCaprio, and Kim Kardashian have all been regulars. But for Matsuhisa, the secret to 30 years of staying relevant isn’t courting fame—it’s earning trust through food and service.

“The goal is not to cook for myself, but for my guests,” Chef Nobu says. “There’s no secret—just chefs making the best meals for the people in front of them.”

From Humble Beginnings to Global Acclaim

Nobu’s signature dishes often started as creative solutions to customer requests. When a diner once admitted they didn’t eat raw fish, he sliced squid into pasta-like ribbons, creating what would become the brand’s famous “squid pasta.” For others unfamiliar with sashimi, he seared fish or drizzled it with hot oil—subtle adaptations that preserved Japanese culinary tradition while making it more approachable.

This adaptability has been a constant. In Anchorage, Alaska, an early restaurant venture burned down just 15 days after opening—his “worst experience ever,” as he recalls. But supported by family and friends, he pushed forward, eventually opening in Beverly Hills and catching the attention of Hollywood elites.

Evolving Without Losing the Core

Despite its global expansion, the Nobu menu has remained largely unchanged for three decades. Guests return not for flashy reinventions but for the comfort of their favorite dishes, executed to perfection. Innovation, when it happens, comes from local adaptation—like substituting conch for salmon at the new Nassau, Bahamas location.

“The foundations and traditions are the same, which is why we’re still here,” Matsuhisa says. “People don’t come to Nobu for innovation, they come for what they know and love.”

Extending Hospitality Beyond the Table

Nobu’s hotels operate with the same philosophy as his restaurants: simplicity and service. The aim is to extend the guest experience beyond a single meal—from the linens in the room to the scent in the lobby—creating an atmosphere where hospitality never stops.

Lessons from 30 Years

Looking back, Matsuhisa cites adaptability and resilience as his most valuable lessons. He’s watched raw fish go from a niche delicacy to a mainstream favorite, and he’s rebuilt after devastating setbacks. His advice to young chefs:

“Don’t rush. Go step by step. Don’t fret about a mistake, and always remember the passion.”

Even pop culture has played its part in Nobu’s rise. When he first heard Drake and Future chanting “Nobu, Nobu, Nobu” in the hit track Jumpman, Matsuhisa was amused—but grateful. “The music also helps bring a younger generation of customers to my restaurant,” he says with a smile.

Three decades in, Nobu Matsuhisa’s empire stands as proof that luxury doesn’t have to be complicated. Occasionally, the most enduring recipe is also the simplest—good food, good service, and genuine care for every guest.