At Large with Scott Norton #27: Jerry Greenberg - Obsession Served Raw
Working from a home office outfitted with a built-in test kitchen, Jerry Greenberg has launched six distinct restaurant concepts—from elevated sushi to handmade pasta to Philly cheesesteaks. The most iconic of these is Sugarfish, a cult-favorite sushi chain revered for its meticulous yet effortless approach to the dining experience.
Tall, trim, and totally composed, Jerry is not what you picture when you hear “restaurateur.” Yes, he once took a tech company public in the ’90s, but don’t mistake him for the money guy. For Jerry, it’s all about the food.
In this conversation, Jerry shares how he and his partners treat each concept like a Rubik’s cube, twisting every detail until it clicks. From menu to lighting to timing, every element serves a singular mission: to deliver that one transcendent bite when a guest says, “Damn, that’s good.”
On this show, I seek out “business artists.” These are artists who build a business to get their creations into the world, and businesspeople who approach company building with the intentionality of an artist. Jerry fits both of these definitions.
Please enjoy my conversation with a restaurateur, business artist, and obsessive entrepreneur. This is Jerry Greenberg, At Large.
Show Links:
📸@swhnorton
🐦@swhnorton
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