New Sushi Restaurant, Butterfish, Opens in Rutherford
A new sushi restaurant in Rutherford was designed with the local community in mind. Owner Sherif Salib wanted Butterfish, located at 15 Franklin Place in Rutherford, to provide world-class sushi in his hometown. After a multi-year journey to get the space, the team, and the concept just right, Butterfish Sushi is now open to patrons and in its soft-opening stages. The new spot will host its grand opening on Friday, December 6th. Read on to learn more about Butterfish, a trendy new sushi spot in Bergen County, New Jersey.
About the Owner
Sherif Salib, a local to the Rutherford area with 10 years of restaurant experience, owns Butterfish Sushi. Sherif partnered with Chef Jeffry Undiarto, who has experience working in the two-star-Michelin restaurant n/naka in Los Angeles.
In 2014, Sherif took a break from the restaurant industry. “I had my own restaurant and worked as general manager over a 10-year history of hospitality. I needed a break.” Long hours, nights, and weekends created burnout. He then mentions, “this opportunity to partner with the chef [Jeffry Undiarto]...and he is remarkable. He’s dedicated to the craft and keeps perfecting every day. This man will keep trying over and over again until he finally perfects it. He's not afraid of trial and error.” Sherif also mentions that he enjoys working with Jeffrey as the two have an understanding that people's palettes are constantly changing. “For me, it was a once-in-a-lifetime opportunity to work with a true professional.”
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Creating more culinary options closer to home was one of the main reasons Sherif wanted to open Butterfish. “We have a lot of options in Rutherford, a lot of them are very Italian. We don't have a huge variety like Montclair or Hoboken… We decided it would be a good change of pace to help the town broaden its strokes.” Sherif also wanted to give something to his neighbors to enjoy.
What makes Butterfish Sushi so special is the freshness of the food. This establishment has small storage in the kitchen. This is purposefully done as fresh fish arrives daily to Butterfish from Japan, Boston, + more. Sherif stated that Butterfish’s goal is to keep “refining our craft and getting an idea of the palette of the local New Jersey clients and customers, and making sure we do the best we can, to serve the community that we're in.”
Butterfish strives to be the best sushi spot in New Jersey by taking care of daily tasks such as keeping up with fresh food shipments and maintaining quality control standards set by the owners for fresh food and top-tier service. Jojo, the General Manager, also spoke on behalf of Butterfish to say every day is about evolving, and the establishment is trying to set the bar higher each day.
When asked if Sherif had any advice for those looking to open a business, he said, “You have to go at your own pace, don't let others or the world dictate your timeline.” Sherif also mentioned a few local businesses he admires within the area such as Clifton Thai, Mamoun’s Falafel, + Al-Basha Restaurant.
Butterfish Sushi had its soft launch on Friday, November 15th. The establishment will have its official opening on Friday, December 6th.
The Space
Located on Franklin Place in Rutherford, Butterfish came to life after three years in the making, one of those years being under construction. The restaurant has been completely transformed from a former dentist’s office to a chic space with an entirely custom interior design. The lighting of the establishment creates an intimate dining experience. On the right side, orange booths and chairs on the right side are custom-made for the space. The wall designs and art are also custom-made for this specific restaurant. The other side of the restaurant features similar seating options, more custom wall art designs, + a black marble wall.
Menu Options
Butterfish Sushi is open for dinner reservations and has all fresh a la carte options in addition to Omakase tasting options in different price ranges. The Premium includes the most options of sushi available, followed by The Signature, The Offer, + The Lite. Packages include edamame + tuna as appetizers, and a series of sushi + handrolls, depending on the Omakase package. There are also five-course and six-course options of signature handrolls available.
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Sorbet + ice cream options are available for dessert. Traditional flavors include chocolate + vanilla. If looking to be more adventurous, try the Caramel Apple Pie or the Lemon Basil Sorbet. Diners can also take a look at Buterfish’s Instagram to see various dishes available.
Butterfish is a BYOB establishment and a series of mocktails is available for patrons. The restaurant has an option for diners to bring in small flight-style bottles of alcohol, for a $2 credit off the mocktail pricing.
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