Next Door Nobu   

105 Hudson St
New York, NY 10013
212-334-4445
www.myriadrestaurantgroup.com

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In business it's called "price discrimination" and it has no ill connotations. It just means that you charge the most you can for a product initially, then scale down the price of the same product to fit different markets. The group being appealed to here is the "willing to wait outside" market, as Next Door Nobu has a no-reservations policy, in line with its more casual space and pruned version of the menu at Nobu. Set in a subdued and soothing setting of sisal wall mats and bamboo-forest earth tones, the decor imparts a kind of humility to the stylish casualness. Everyone still raves about chef-owner Nobu Matsuhisa's subtle but surprising special effects in his delicate Japanese dishes, "kicked up a notch" (sorry) with dashes of South American influence. Yellowtail with jalapeno, lobster with wasabi pepper sauce, and squid "pasta" are done in signature style, with lightly sharp accents to dishes that still maintain a Zen-like simplicity. So if you can't wait days or weeks for a table at Nobu, you can indulge your impulse with only an hour or so next door. -- Dan Glass