Richie Romero, along with his partners Mike Sinensky and Erika London, have transformed small, windowless spaces into a successful chain of sushi bars known as Sushi by Bou. With nine locations in NYC and 15 more across the U.S. and Puerto Rico, the business has become popular for its unique locations and fun vibes. They aim to create “sushi speakeasies” in spaces such as a Chelsea coffee shop backroom and a mop closet in Chicago, enticing customers with free-flowing sake, tasty cocktails, and evocative lighting.
The sushi bars are creatively designed with themes like ’90s hip hop and disco, complete with bold decor and music to match. Despite their small size, the bars offer a 12-course omakase meal for just $60, a fraction of the cost at traditional Japanese spots in the city. The omakase experience takes just 45 minutes, making it a quick and affordable option for sushi lovers. Optional add-ons like Wagyu-uni and tuna toro hand rolls can extend the dining experience.
Celebrities such as Larry Mullen Jr., Uma Thurman, Leonardo DiCaprio, Neil Patrick Harris, and Bryan Cranston have been known to frequent Sushi by Bou locations, enjoying unique offerings like the “Big Mac Challenge,” where guests must eat a $22 hand roll in one bite. Viral moments like Brody Jenner and DJ Devin Lucien taking on the challenge have attracted attention to the sushi bars. Romero’s background in the nightclub scene has helped bring in famous guests and create a lively atmosphere.
Romero’s love for sushi and high-priced omakase dinners led him to start the sushi bar project as a hobby with limited expectations. Now, with plans to expand to 50 restaurants around the U.S. next year, the business has become a serious money maker. Romero’s experience in the nightclub industry, along with his passion for sushi, has allowed him to create an exciting and unique dining experience for customers. In addition to Sushi by Bou, Romero operates other successful nightspots such as Nebula and a secret lounge in the Meat Packing District.
The success of the sushi bars can be attributed to their affordable yet high-quality offerings, as well as the fun and trendy atmosphere they provide. Customers are drawn to the unique locations and themes, along with the opportunity to enjoy sushi in a more casual and lively setting. With plans for further expansion across the country, Sushi by Bou is poised to become a popular destination for sushi lovers looking for a different and exciting dining experience. Romero’s background in the nightlife industry has helped shape the bars into vibrant and entertaining spaces loved by both celebrities and regular customers alike.
