Reno Meets Sushi Burrito

RENO, NV —It’s 5:00 p.m. on a Friday and the hungry shoppers at the Meadowood Mall food court are milling around, deciding on which place to visit. Is it the crêpe restaurant that looks like it’s closed? How about the hot dog restaurant that’s giving away free sample? Or what about that bright spot that has a surfboard as their logo that reads: Santa Cruz Sushi.

There’s sushi at a food court? Well, no need for chopsticks or traditional forks and spoons to eat at Santa Cruz Sushi. The new restaurant in Reno offers the latest fused food trend: the sushi burrito. The giant sized sushi roll has been wowing customers.

“It seemed very authentic and edgy,” University of Nevada, Reno senior student, Galarce said. “The prep time took several minutes, but it was worth the wait. The fish tasted pretty fresh and the burritos are loaded with ingredients.”

Santa Cruz Sushi offers 12 sushi wraps, which is a suitable route for someone who’s never had sushi. Customers can also use the option to customize their wrap. Additionally, the eatery is offering appetizers that are seen at a traditional sushi joint, such as miso soup, mussels, or tempura platters.

Similar to other hybrid foods such as pastrami burgers, cronuts, dannolis, waffle tacos, pizza cones, and townies these bold yellow-paper-wrapped food sensations have triggered customers to have mixed reactions.

Santa Cruz Sushi did not start the sushi burrito trend. Sushirrito from San Francisco was the first to begin the trend back in 2011.

Ian McDowell, the chef behind Santa Cruz Sushi brought the Asian-Latin fusion cuisine to Reno locals. Santa Cruz Sushi opened late 2015, has been one of the most talked-about food sensation at the Meadowood Mall.

Brandon Gainesta, the assistant manager and the brother-in-law of Ian McDowell was closing up the restaurant.

“Ian worked as a sushi chef for five years and thought of an all-you-can-eat sushi, rather than cutting it and getting the customer full quick,” Gainesta said.

“Are you familiar with Sushirrito in San Francisco? Ever since it got popular in California, I wanted to make it more fresh and maybe even better.” McDowell said as he was crafting a #2 wrap.

And with the business “booming,” according to Gainesta, McDowell sure did.

As a California local, a University of California, Riverside student named Brian Saetern compared Sushirrito and Santa Cruz Sushi.

“One thing that I noticed was that Santa Cruz Sushi offered more wraps than Sushirrito,” said Saetern. “I also noticed that customers could customize their own wrap. I believe this gives the customers the chance to really enjoy their order instead of settling for a pre-made order.”

Santa Cruz Sushi proudly sits right next to McDonald’s, with bright recessed lights that seem to act like a spotlight. The two smiling sushi chefs greet customers with a wave or a nod. Some mall-goers pass by as they rush through the lines, but most approach the restaurant with a curious look, as if they are thinking: what are those?

Due to the long, unending, and unorganized line that leads to the cashier, customers are given a show with two sushi chefs dancing to underground hip-hop music as they impatiently wait for their made-to-order food.

On the other side of the glass sneeze guards that divides the customers and the sushi burrito artists, Santa Cruz Sushi also spotlights a big, sticky rice cooker. And just on the other side, a stack of traditional seaweed sheets — called nori — is replaced every few minutes due to the abundance of hungry customers. Raw seafood, vegetables, and fruits are the audiences to this orchestrated setting.

“Do I think it’s successful in terms of trend? No. Ten dollars for one sushi burrito is a little pricey. I’d rather stick to all-you-can-eat,” Galarce replied.

According to visitrenotahoe.com, Reno offers an abundance of fresh all-you-can-eat sushi bars, which allows locals and visitors to eat as much sushi rolls in one seating for a fixed price.

On the other hand, Saetern ordered a #6 Deep Fried wrap. A wrap that consists of salmon, spicy crab, crispy shrimp, cream cheese, spicy mayo, teriyaki, Sriracha and green onion, with the choice of ten sauces from soy sauce to spicy mayo.

“I think it is successful as a trend because it appeals to young adults who give into these trends because it is something new, but also familiar at the same time,” Saetern said.