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I feel similarly about the name "Sushi Rock" for a Japanese restaurant. Though they're all spelled differently, there's a Sushi Roc in La Jolla, California; Sushi Rock on Las Olas Boulevard in Fort Lauderdale; and the latest variation, Sushi Rok on North Olive Avenue in West Palm Beach, which opened a couple of weeks ago. There's no connection among these joints except for the name, and folks, it ain't all that memorable to begin with. So what's the deal?
According to food-and-beverage director Matt Lambert, the West Palm Beach proprietors chose the name Sushi Rok because it suggests something far more fun and contemporary than the traditional sushi bar. Um, OK. But then, the proprietors are currently calling themselves the S.E.I. Restaurant Group, Inc. That doesn't exactly blow you away, either. Still, it's a step from the company's previous name, Sforza, which no one could either spell or pronounce.
106 N. Olive Ave.
West Palm Beach, FL 33401
Region: West Palm Beach
In fact S.E.I. has taken several steps these past few months. The restaurant group, which currently runs Max's BeachPlace in Fort Lauderdale; Max's Grill in Weston and in Las Olas Riverfront; and Sforza and My Martini Grille, both on Clematis Street in West Palm Beach, was formerly under the umbrella of Dennis Max's Unique Restaurant Concepts, and used to be called Sforza. Sforza broke away from Unique this past August. Sforza changed its name, took over several of the Max properties, and voilà! It's a famous Japanese meal.
Indeed Sushi Rok is the company's first venture out from under Max's aegis. And if the staff can overcome some service shortcomings, Sushi Rok just might be the first independent to prove that the protégé has, if not outstripped, at least equaled the master.
With its red-stained maple paneling riveted with silver studs, track lighting, and gleaming stainless-steel furniture, the place is handsome, if a bit cold. Literally -- the uncushioned chairs ensure some pretty chilly tushies. It's a good idea to warm up with bowls of tasty miso soup, rich with boiled tofu and floating shreds of seaweed. Or sip hot sake: Sushi Rok carries many varieties of this fermented rice liquor, including some bottlings from Oregon and the Napa Valley. (And you thought sake came only from Japan.) The sake cocktails, ranging from a cosmopolitan to a bloody mary, are also appealing -- if the server remembers to bring your drink over, that is. I watched my lemon-drop cocktail sit on the bar for half an hour; later during the meal, I was served plum wine rather than the chardonnay I'd requested. Kind of like drinking root beer when you ordered a Coke. Ick.
Our server also forgot to bring a harusame (rice noodle) salad, first giving us wakame (seaweed) salad by mistake and then just ignoring the matter. Eventually she simply took it off the check. In addition, food came out rather haphazardly because of the kitchen's being backed up when the sushi chefs were free and vice versa. But all in all, despite the oddly forgetful service, the fare was tasty enough and authentic enough for us to maintain our goodwill. And Lambert, who cheerfully admits he's learning about Japanese cooking (his general manager quit a week before the opening), is congenially persuasive. After sampling the gingery salad dressing or the sesame-laced oshitashi (boiled spinach) appetizer, even the most disgruntled consumer, I imagine, will come back when the restaurant's more seasoned.
One of the reasons to return is for the hamachi kama appetizer. Known as yellowtail "collars," these fatty fish sections, about an inch thick, were rock-salted and baked. The salt sealed in the moisture and allowed the exterior of the fish to form a natural crust. This delicacy isn't often seen in Japanese-American restaurants -- even the ones that list hamachi kama on the menu don't always have the dish in stock -- so take advantage.
White tuna, more buttery and soft than red tuna, is a second delicacy to note. Again, not all Japanese restaurants carry it, so I frequent the ones that do. Sushi Rok will even include the tuna on a boat, among a generous selection of sushi, sashimi, and rolls. Without exception the fish -- salmon, yellowtail, and red snapper -- was fresh and decoratively arranged over ice.