A new concept called Techi is planning to join the Hell’s Kitchen area on the ground floor at 339 West 44th Street, according to liquor license paperwork filed with Community Board 4 this month.
Owner Joseph Eltahawy told What Now New York that he is hoping to open the 700-square-foot space in September, bringing what he describes as “casual omakase” to the neighborhood.
Eltahawy drew inspiration from spots like popular handroll chain KazuNori, which has locations in both Los Angeles and New York.
“I like to think of it as the KazuNori of nigiri,” Eltahawy said.
Techi will have a 12-seat omakase bar. Eltahawy and his team are opting for a no-reservation business model, serving customers with relatively shorter dining experiences compared to traditional omakase, with plans for half-hour turnovers.
There will also be a bar in front where customers who are in line for being seated can enjoy drinks.
“We’re going to have a bar in the front with sake and beer so that people who are queued up can have a drink while they wait, given that we’re going to go for a no-reservation format,” Eltahawy said.
Prices will range from $28 for nine courses to $48 for 15 courses, featuring a variety of nigiri like tuna, toro, salmon and yellowtail. Victor Chen, who was previously executive chef at now-closed Kintsugi Omakase in SoHo, is heading up the kitchen.
Eltahawy is looking forward to introducing a new approach to omakase to the area and hopes that his pricing and reservation format will allow more people to enjoy omakase.
“We think the market [there] is a little underserved in terms of omakase and quality sushi,” Eltahawy said. “I’m looking forward to bringing omakase experiences in the most approachable way. From an affordability standpoint, omakase experiences are usually quite expensive, and as far as the access, we’re getting rid of that cutthroat reservation culture in New York.”
Hours are expected to be 5 p.m. to 10 p.m. daily, according to filed paperwork.
