Hypothesis

Globally heralded restaurant and hotel brand Nobu has nearly 100 locations and is consistently rated a Top 5 culinary experience in the world of high-end restaurants.  What are the unexpected and expected reasons for Nobu’s iconic success?

Data Sources

(7000) open-ended customer reviews from Nobu website, Yelp, reviewing sites, Reddit and other internet sources.

Revelations

Nobu is the most popular sushi restaurant for women. Women love the “adventure” of eating at Nobu.   People will still go to Nobu because of its social status, more than they’ll be affected by high prices or bad service or sub-par food.  At the Malibu location specifically, people’s primary reason to visit was the chance of seeing celebrities.  The analysis found that Nobu raised prices whenever anyone complained about prices.  The data also showed that Nobu customers would still pay upwards of 25% more to enjoy the Nobu experience and prestige.

Business Value

Nobu’s exceptional perception colors the customers’ experience disproportionately.  Subpar food, bad service, high prices – virtually no traditionally negative impacts this brand’s customer favorability rating and perception.  Women like Nobu more than men – even though in each case the desirability is very high.  Lastly, raisinig prices will not impact overall volume and is a huge source of net new margin if acted upon.