Over ten years. That's how long I've been meaning to go to Noshi Sushi on Beverly. Pathetic.
Let's face it: Noshi isn't the most welcoming of places from the outside. With its blocked out window openings and monochromatic brown exterior, the restaurant looks like a bunker. Customers are 100% reliant on the Open/Closed sign, since the other ways of sussing out if a business is open are completely moot. You can't see if the lights are on, or if there are people enjoying well-priced sushi inside.
Within an hour and for a mere twenty-odd bucks per person, we'd stuffed ourselves with yellowtail, spicy yellowtail, yellowtail belly, red snapper, snow crab hand rolls, albacore sushi, and freshly sliced cucumber salad.
I'm so glad our friend Andy kept pushing us to meet him for a Noshi lunch, also because I love this older generation of Japanese eateries. I worry that the cultural synthesis evident in many of the Japanese restaurants I grew up eating in around L.A. -- those American coffee shops given a once-over with Japanese surface treatments -- will gradually disappear.
At least Noshi's reputation and prices should keep it going strong (and unchanged) for many years to come.
4430 Beverly Blvd.
Los Angeles 90004