Not long after Nobu opened its first location, cofounder Drew Nieporent noticed that diners were coming in with special lists. This was decades before the likes of Yelp or TikTok. But some customers had been blogging about their experience on personal websites, sharing posts like "how to order at Nobu." "Guests would come in with printouts of the list, with step-by-step tips to make the most of the meal,
"The prices have gotten out of hand," Nieporent told Business Insider while discussing his new memoir, "I'm Not Trying To Be Difficult: Stories from the Restaurant Trenches."