New York vs Dallas: The Current Landscape of the Sushi Industry
Hi, I’m Tomo from Kiwami. I recently returned from my very first business trip to Dallas. To be honest, I was quite shocked—in a good way. The sushi scene there is changing fast, and it’s impossible to ignore. So, in this article, I’d like to share what I saw, along with hard data, local insights, and direct comparisons with New York.
While New York continues to host high-end omakase spots ranging from $250 to $950 per head, there’s been a noticeable shift toward more affordable formats—short omakase under $100 are becoming the new norm. These include $69 mini courses, lunch-only omakase around $80, and even hybrid models like omakase with AYCE add-ons.
Dallas, which previously leaned toward modern sushi bistros or trendy lounges, is now seeing a sharp rise in true omakase concepts, like Shoyo, Tatsu, Kinzo, and Yujo. A particularly telling sign is the opening of Dozo Omakase & Handroll Bar in Trinity Groves in early 2025, offering sub-$100 options.
📌 Thrillist: “We’re Entering Dallas’s Omakase Era”
📌 The Infatuation: Omakase in NYC for Under $100
In New York, rent for a 1,000 sq ft restaurant space in high-traffic neighborhoods like NoMad or SoHo often exceeds $25,000/month. In contrast, even prime locations in Dallas (e.g., Uptown) tend to stay in the $8,000–$12,000/month range—often less than half of NYC.
Notably, this opens up the possibility for larger, more design-driven spaces in Dallas. Multiple restaurants we visited had open sushi counters for 14+ seats, lounge seating, and private rooms—layouts difficult to afford in New York unless you’re already a Michelin name.
New York’s sushi chef market is saturated and ultra-competitive. Average wages for skilled sushi chefs range from $6,500 to $9,000/month, and finding reliable prep staff remains a constant challenge.
Dallas still faces labor shortages, but hiring sushi chefs is slightly easier thanks to its lower saturation. Wages are currently 10–20% lower than NYC, and restaurants have had relative success hiring from California, Chicago, or directly from Japan/Mexico.
In NYC, omakase customers often fall into two groups—international tourists seeking Michelin experiences, and local gourmets following trends.
Dallas diners, by contrast, are increasingly educated about omakase formats. Local influencers and foodies on TikTok have helped popularize sushi etiquette, and Gen Z diners are surprisingly adventurous, especially in areas like Deep Ellum or Addison.
The result? A younger, design-conscious, Instagram-aware clientele with growing purchasing power.
- Uptown Dallas: Similar to NYC’s Flatiron, home to high-income millennials. Excellent for $100–$200 omakase.
- Legacy West (Plano/Frisco): Suburban area with corporate HQs (Toyota, JP Morgan). Strong weekday lunch and weekend family demand.
- Deep Ellum: Nightlife-focused, casual omakase or hybrid izakaya-sushi bars perform well here.
Compared to NYC where neighborhoods shift every 3 blocks, Dallas allows more targeted positioning per district, which is a strategic advantage.
According to various media and local sources:
- NYC saw a 25–30% increase in restaurants offering sub-$100 omakase in 2024–25.
- Dallas saw a 10–20% increase in new omakase-format concepts launched.
- TikTok and Google searches for “omakase near me” in Dallas jumped 3x from 2023 to 2025 (source: Google Trends).
If you’re a chef or operator based in New York and wondering whether to expand, Dallas is no longer a secondary market—it’s a primary opportunity zone.
With its lower rent, expanding customer base, and growing appreciation for sushi culture, Dallas is positioning itself as the next frontier for sushi innovation in the U.S.
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