California Rollin,’ the popular Rochester name in sushi, has opened a new location at 910 Genesee St., near Boulder Coffee and Subway.
The location opened on Thursday, March 21 and is currently operating on a 6:30 a.m. to 11:00 a.m. schedule.
This branch of the business offers a slightly new twist. Rather than solely serving sushi, “California Rollin’ Etc.” will offer a wide variety of breakfast sandwiches, omelets, and other items in addition to normal sushi fare.
Starting next Thursday, they will remain open until 3:00 p.m., and in the week following, dinner hours will be added.
The grand opening will take place in May, when the full schedule is implemented and the entire sushi bar is available.
Manager Chris LaForest is confident in the success of the venture.
“There are few restaurants on this side of the river,” LaForest said. “California Rollin’ is an established name in Rochester, and we see a lot of foot traffic, so we’re here to give students options.”
In addition to the normal seating area, the Brooks Landing location includes a banquet hall which LaForest hopes to see decorated with UR students’ artwork.
“We really want students to put their flair in this banquet hall,” he said. La Forest encourages students to contact him if interested.
Acknowledging the presence of UR students in the Brooks Landing area, LaForest noted the relationship between California Rollin’ Etc. and the University.
“We believe our presence right across the bridge will add more flavor and culture to the already diverse UR community,” LaForest said.
Seniors Liz Riedman and Ki Cheng, both of whom live in the area, shared their thoughts on the new location.
“I’ve heard great things about California Rollin’. I’m not a huge, huge sushi fan myself but I’d try it,” said Riedman. “I’m curious to see how it fits in with the location.”
Cheng was less excited about the opening.
“I love sushi, but my only impression of California Rollin’ is from [The Pit],” he said. “Because that’s my impression, I probably wouldn’t go. If I do eat off campus, I usually look at reviews first, and I would rather find a place with good reviews.”
Remus is a member of the class of 2016.