A sure fire sign that a city is serious about Japanese food is that one block could host three sushi restaurants. On a sunny Saturday afternoon, the apparent crowd in front of Masu sparked my curiosity. As the unofficial dish of Japan , sushi is ubiquitous in Japan but restaurants like Masu serve a fusion style sushi. One obvious reason for the crowd is the all you can eat lunch menu reasonably priced at $11.50 per person.

Inside Masu, sushi lovers unite. When you first walk in, you have no idea what to expect inside this pumpkin colored space with dark wood tables that give off a sense of calmness. Patrons eating at the sushi bar are treated with plasma televisions against the wall. The minimalistic décor pairs well with the inventive sushi dishes. For the lunch buffet, patrons can initially order two items from their creative menu that provides a great range of texture and flavors. For those who eat only cooked items, there are plenty to choose from as well. The next few rounds are restricted to one item. The all female wait staff is attentive and refilled our beverages constantly. However, I still had to wave my hands frantically a few times for service.

With a mile long list of items to choose from, I started off with the sushi rolls. Since sushi rice acts as the core, I was disappointed to find the rice a bit over sweetened. The samurai roll (eel over California roll) is a great choice for those who enjoy a sweet sauce. For a flavor adventure, the spicy toll roll features a mound of raw tuna mixture with a spicy sauce topped on over their California roll. The menu also includes rolls for those who only eat cooked foods. Sweet eel over the California rolls makes up the samurai roll. Omnivores will take delight in the beef roll. Tender beef pairs well with the crunchy cucumbers. The Third Avenue roll combines the perfect texture of ying and yang. Soft eel marries well with the firm salmon.

For fried food lovers, the Oh Yes Roll (assortment of fish deep fried in tempura batter) demonstrates texture balance between a crispy crust and marshmallow filling. Masu also serves maki (six piece of sushi rolled in seaweed) including yellowtail maki for those who prefer the more traditional track. For a California flare, the yellow California roll combines eggplant with California roll. Nutty flavor play center state in the salmon skin roll.

Surprisingly, the garlic tuna roll creates a pungent sweet aftertaste. Comfort food lovers will find the vagabond roll (deep fried yam and veggie) a great choice. The best roll of the day was the spider roll featuring soft shell crab. Sea sweet crab meat breaded in tempura truly brings together this dish. One obvious take away is that the sushi chefs lack proper knife skills resulting in uneven cuts as wells as rice falling from the seaweed. Diners can also order the special sashimi side dish ($2) which includes four pieces of raw fish.

A good line up of kitchen dishes continued my meal. The vegetable tempura lacks crispy texture but the vegetables are sweet. Although the soup needs more flavor, the chewy udon cooked al dente makes the dish worth trying. Skip the miso soup, the over use of sugar destroyed the dish. With a thin coat of sweet teriyaki sauce, the salmon has hints of well done. Uniquely served at Masu, the choco syrup ends a good meal. Cover with tempura ball, a rice ball is deep fried and a few swirls of chocolate syrup round out the dish. Masu satisfied my sushi craving while staying to my budget dining.

Consultant hat.

With numerous Japanese restaurants in the Bay Area, a few restaurateurs attempt to differentiate themselves by serving an all you can order menu. Sushi Hunter, located in trendy North Beach, serves a great offering of dishes. Before you decide to jump into this concept, consider the pro’s and con’s.

3 Pro’s

1) Lower food cost. It is not a surprise, Masu serves frozen ingredients from imitation crab meat and frozen raw fish. Purchasing high volume items means lower cost.
2) Marketing. All you can eat diners create sensation. The experience itself creates natural word of mouth. Pay the fixed price and enter the world of gluttony.
3) Large parties. Whether for corporate events, birthdays, or celebrations, a fixed price menu allows the person paying for the meal an accurate anticipated cost.

3 Con’s

1) Some patrons are pigs. They will eat so much that you will not cover their food cost. This is not in your control of course.
2) Service. A well trained wait staff must be attentive for hands that are flying in the air demanding to put in their next order. You are targeting a certain type of eater, ones who prefer QUANTITY over QUALITY.
3) Turnover. Patrons will take longer to finish their meal and these results in slower turnover. Quick Service Restaurants such as McDonald’s and Taco Bell have thrived in a business model that relies on a system take can search a customer in a matter of minutes.

Masu
79 E 3rd Ave
San Mateo , CA 94401
(650) 342-5254
Lunch Buffet served Monday-Saturday
Open 7 days a week
M-F: 11am-3pm (lunch), 3am-12pm (dinner)
Saturday: 12am -3pm (lunch), 3am-12pm (dinner)
Sunday: 12am-3pm (dinner menu only)
(Prices: $15 and up)