I remember when FEAST by Jon Matsubara debuted its lobster roll as a special in July 2020 (the eatery had only opened the fall before). The lobster roll did so well that it was added to the Mānoa eatery’s regular menu — and has since become a signature dish.
“When we first made it, it outsold everything else by five times,” says chef Jon Matsubara.
These lobster rolls — and a smorgasbord of gourmet seafood options — will soon be coming to Waikīkī: Hawaiian Style Seafood Co., Matsubara’s new concept, is opening in Waikīkī Shopping Plaza later this summer.
This idea has been in the works for many years, according to Matsubara, who got his culinary start at restaurants like Alan Wong’s and Roy’s Hawaiʻi, and worked as the executive chef at Royal Hawaiian’s Azure and chef de cuisine at Hyatt Regency Waikīkī Beach’s Japengo. He is also a French Culinary Institute grad and Food Network champion (he defeated Iron Chef Alex Guarnaschelli on the Food Network show “Alex Versus America” in May 2023).
“I worked in Waikīkī for about 10 years,” Matsubara says. “One of my dreams was always to come back to Waikīkī and to create something more approachable.”
We got a preview of Hawaiian Style Seafood Co.’s new space during a recent media event. The new biz will offer a chef-driven menu that focuses on locally sourced ingredients from farmers, fishermen and ranchers.
“We want to create an experience where you can come in, get something with the best ingredients we have to offer in Hawaiʻi, and we’re going to put a little twist on it,” Matsubara says.
Here are some dishes you can look forward to when the fast-casual eatery opens later this summer:
Of course, the new eatery will offer a FEAST favorite — the original Hawaiian style lobster roll ($30). Buttery lobster is served on Hawaiian sweet bread with lemon butter and fresh dill, and served with Maui chips. A mini Hawaiian style lobster roll will also be available. The lobster roll is just as buttery, succulent and indulgent as I remembered it to be.
“It’s something that we wanted to share with everybody who comes and visits,” Matsubara says.
The eatery’s seafood omakase (market price) and exotic fruit omakase ($20) are two unique offerings. Both highlight a variety of local ingredients, according to Matsubara.
“Our top sellers will probably be spicy ‘ahi and shoyu ‘ahi, but for the omakase, you can have whatever fresh ingredient we have — spicy ‘ahi, crab salad, oysters, lobster poke, Kauai shrimp and different types of preparations for seafood,” he says. “It can always change.”
The seafood omakase featured during our media preview included Kauai shrimp, Kualoa oysters, Kona abalone, kampachi and aku.
The exotic fruit omakase ($20) is a similar concept, but will feature a seasonal selection from Frankie’s Nursery in Waimanalo.
Of the dishes we tried, this Kona kampachi ($19) was one of my favorites. Available all year round, it’s served with pickled wasabi, kaiware radish umami mayo and rouge ponzu.
“It has really fresh, beautiful flavors,” Matsubara says. “We marinate the ikura ourselves.”
This twist on shrimp cocktail features a garlic-style Kauaʻi shrimp. It’s served with avocado and a chicharron for added crunch.
“We’re poaching it (the shrimp) and putting a little garlic sauce on top,” Matsubara says. “The cocktail sauce is made with carrot juice, wasabi, lemon and horseradish.”
The eatery will also offer desserts like Matsubara’s rendition of a Dole Whip float ($12). It will include the iconic pineapple soft serve, coconut milk, fresh pineapple juice, li hing and mac nuts for some crunch, according to Matsubara.
“When you come here, it’s like you’re on vacation,” he says. “We want that vibe; we want to make it a very fun experience for everybody.”
While the eatery will have some indoor seating, it’s also designed for easy grab and go, so customers can pick up their food and take it to the beach. Customers can also look forward to alcohol pairings, which will eventually be offered, according to Matsubara.
“One of my dreams was to have these beautiful sakes — local sakes, local beers, nice white wines — you can pair with the lobster rolls,” he says. “If you go to Waikīkī, you can grab a lobster roll and bottle of champagne or local beer, go back to your room, watch the sunset, and just kick it. That’s what I would do.”
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CONTACT
Hawaiian Style Seafood Co. – opening later this summer
Waikīkī Shopping Plaza
2250 Kalākaua Ave., Honolulu
Instagram: @hawaiianstyleseafood
Open 11 a.m.-7 p.m. Tuesdays-Sundays
Kelli Shiroma Braiotta can be reached at kelli@alohastatedaily.com.
