I chose it because it is conveniently located near a comedy club I was going to. I was greeted warmly, seated quickly, and given a nice table on the upper level. Tables are crammed in very tight but what do you expect in Times Square? At least they get a lot of people in and they don't rush you.
You would expect a cavernous place to have a cavernous menu, but it is relatively limited, especially for Asian food. There are no small plates, just sushi, sashimi, and a limited selection of appetizers, and entrees. The diablo sushi sounded good but the quality was mediocre at best - even the rice was gluey and tasteless. The pork belly appetizer was a few tiny cubes of pork blanketed by an undercooked fried egg, which neither looked nor tasted appetizing. Eggplant tartare sounded intriguing but turned out to be just eggplant tapenade, and not very tasty. Service was pleasant but food and drinks came at haphazard times (iced tea took 15 minutes, entree came right on top of the appetizer).
I would not rush back here for the food, but the atmosphere is pleasant and you can't beat the location. And relative to Times Square, it's better than a lot of other places.
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