Freshness applies to more than just the fish at Blu Sushi, which continues to develop and refine its winning concept. Although it’s hard to hone perfection, Blu’s owners have long had a knack for finding fresh ways to improve upon greatness. Obviously, it’s working.
So far this year, sales are up at Blu’s two locations in Fort Myers: Cypress Square on McGregor Boulevard and Gulf Coast Town Center on Alico Road at I-75. In coming months, both will boast larger, remodeled kitchens and some new menu items. It already has its own sake.
Recently, Blu unveiled its own private-label, premium sake, imported from Japan. Beyond the novelty of the custom bottle and Blu logo on the label, brisk sales of the sake suggest that the taste has caught on with customers. Eventually, it could even be sold at grocery stores and other retail outlets.
But for now, the restaurant’s owners are focused on expanding the brand with a third Fort Myers location and their first-ever Blu on Florida’s east coast. Accordingly, Blu expects to hire as many as 50 additional employees by or before the third quarter.
The newest Fort Myers Blu is expected to open this summer inside the Student Union building at Florida Gulf Coast University (FGCU). The facility will have a full kitchen and look much like the other Blu locations, only on a smaller scale. Open daily from 11 a.m. — 7 p.m., it will contain a dining room and sushi bar, as well as sofa seating, a waterfall and other amenities.
In August, Blu will make its Hollywood debut when it opens in The Village at Gulfstream Park, South Florida’s newest outdoor shopping and entertainment destination. Located adjacent to one of Florida’s oldest thoroughbred race tracks and just a few miles from the beach, the mixed-use project contains 1 million sf of retail shops, signature restaurants, outdoor cafes and nightclubs, as well as some office space. The development opened 18 months ago and is 85% occupied.
The fact that Blu is doing so well in an uncertain economy attests to the quality of the food and service, the talents of the chefs and the undying loyalty of a growing customer base. It also speaks volumes about the leadership and management of owners Courtney Jones, Chris Whitaker, Peter Schmid and brothers Billy and Kevin Mak, who are also Blu’s executive chefs. As a team, they have been remarkably adept at translating industry trends into a package that will appeal to the local market.
When the owners launched the original Blu in 2003, it was the area’s first sushi establishment similar to those found in major metropolitan markets. With its neon lights and mother-of-pearl accents, chill music, oversized saltwater aquarium and interior water features, Blu’s sleek, contemporary interior is as stunning today as when it first opened. The same is true of the newer Gulf Coast Town Center location, which repeats the look on a larger scale.
Of course, in the restaurant business, what’s hot one day can be stone cold the next. With that in mind, Blu’s owners have been diligent about quickly responding to changing market conditions and customer preferences.
For example, when the local economy began declining in 2009, the owners launched the Blu Bailout, featuring an all-you-can-eat sushi menu at lunch. It was supposed to be a short-term promotion to assist Blu’s regulars and attract new customers. Although it was a huge success, the promotion created mid-day crowding and slower service, so it was discontinued earlier this year.
Blu still offers its lunch customers great sushi at an excellent price seven days a week, but with the quality and service the business was built on. In addition to the regular menu, diners may opt for the “Blu Roll Experience.” Starting at just $10.95, it includes a choice of two items from a selection of Blu’s popular sushi rolls. The “Blu Sushi Experience” is an even better bargain. Priced at just $13.95, it comes with six pieces of sushi and choice of roll. Both are accompanied by a choice of miso soup, house salad, or seaweed salad. For just $3 more, diners may add gyoza or edamame, or for an additional $5, they can get Blu’s famous Volcano roll.
Various rolls from the regular menu are also available until 4 p.m. at a discounted price of just $9.95. Special requests are also welcome. Any way you order it, the food at Blu is always perfectly executed, artistically presented and totally delicious.
Coming up with innovative ways to present fresh, flavorsome ingredients is one of Blu’s strong suits. In addition to a diverse selection of traditional sushi and sashimi, Blu offers an extensive list of specialty rolls. Examples include the California Dream (Krab, avocado, cucumber and cilantro wrapped with salmon, sliced red onion and finished with a touch of lime juice), and the Everblade
(eel, cream cheese, cucumber and tempura flakes wrapped with fresh escolar and avocado, brushed with eel sauce and a dash of spicy mayo).
At least half the specialty rolls are cooked, including the KIN-SO (chopped blue crab mixed with mayo, tuna and avocado, tempura dipped and flash fried, then sprinkled with scallions, tempura flakes and a touch of smelt roe drizzled with spicy mayo and homemade Ponzu sauce) and the Leggo My Lobster Roll. This recent addition is large enough to be a meal in itself and contains tempura-fried lobster rolled with avocado and asparagus, then topped with smelt roe and drizzles of spicy mayo and eel sauce PLUS a lobster tail stuffed with a mixture of krab, lobster and spicy mayo which has been baked and sprinkled with sesame seeds.
Another newer item on the menu is the New Style Sashimi, which features a choice of thinly sliced fish (tuna, fresh salmon or yellow tail), served in homemade Ponzu sauce and topped with cilantro and sliced jalapenos. The toppings provide a surprising kick, elevating this dish from ordinary to exceptional. The same creative flair is reflected in some of the new desserts, which Blu introduced earlier this spring. The fried cheesecake topped with fresh berries is deliciously decadent and not to be missed.
The owners attribute Blu’s award-winning sushi creations to its 17-chef staff headed by Executive Chefs Kevin and Billy Mak, who they describe as “forward thinking, highly skilled and extraordinarily talented.” Because the menu is always evolving, discovering the newest and best in an ever-changing industry is an infinite task.
“There are different ways to prepare rice, different brands of seaweed available and new soy products coming on the market all the time,” says Whitaker. “Right now, we’re in the process of adding more fruits and spices, and we’re coming up with more signature sauces, including a modified version of Blu’s popular spicy mayo.”
Blu is also modifying and expanding its menu. With larger kitchens on the horizon, Blu plans to broaden its culinary repertoire to include several new dishes. Stay tuned.
Based on the calendar of events posted on its website, Blu strives to please all patrons. In addition to a weekday Happy Hour from 5-7 p.m. with 2-for-1 cocktails and $5 appetizer items, Blu offers special promotions almost every night, as well as top Southwest Florida deejays mixing music on the weekends.
On Sunday, college students with the proper ID get 25% off menu items after 4 p.m. and kids eat free all day when they order off the kids’ menu. Recently updated, it includes a California Roll, Chicken Nuggets, Mac and Cheese, and other kid-friendly items, all served with a fresh orange.
Monday is HosBlutality Night, with $2 well drinks, $5 call drinks and 25% off menu items for those in the hospitality industry. On Tuesday, Sushi Rocks with music from the ‘90s and an extended outrageous cocktail happy hour, from 5-9 p.m. Thursday is Ladies Night with complimentary Skyy vodka and wine for women from 6-8 p.m. and on Saturday, there’s a 15% discount on all bottles of sake.
Blu is known for giving back to the community. In addition to donating money to worthy causes, it also holds various fundraising events during the year to benefit local organizations such as the Harry Chapin Food Bank. Last year, the money raised from Blu’s annual golf tournament created 65,000 meals. The restaurant also donates a portion of the proceeds from Thursday’s Ladies Night to benefit Voices for Kids of Southwest Florida. The Voices for Kids organization supports the Guardian ad Litem program, which advocates on behalf of area children who have been abused or neglected.
Blu Sushi serves lunch and dinner daily starting at 11:30 a.m. from two Fort Myers locations: Cypress Square, 13451 McGregor Boulevard and Gulf Coast Town Center, 10045 Gulf Center Drive. The Cypress Square location serves food until 10 p.m. weekdays and 11 p.m. on Friday & Saturday. At Gulf Coast Town Center, Blu serves food until 11 p.m. weekdays and midnight on weekends. Reservations accepted and call-ahead seating is available. Phone: (239) 489-1500 or visit www.blusushi.com
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