Let's start with the good and then move onto the bad.
The concept behind the restaurant is down right brilliant and quite novel. Being able to customize your sushi is a great idea. The customer service is phenomenal, the employees were very polite and were having a great time making my food. Happy employees make for a great place to eat at in the long run. The interior is decorated in a modern upbeat style and there were ample comfortable seating options. The food portions were huge, expect one roll to fill you.
Below is the bad, all of which is improvable so do not give up hope on this place yet, hence three stars instead of two. This place is quite new and will likely improve over time if management pays attention.
Overall the quality of the food was OK although there were a few things that stood out that could use improvement. First off was the tremendous amount of rice in my Philly roll making the pieces chewy and the subtle flavors normally found in sushi understated. Sushi is one of those foods where less often means more (to a point). Less rice in the roll would have made the saved the business money and made it a much more enjoyable meal.
While we are on the topic of too much there was definitively too much cream cheese in the roll that I ate. I get that it was a phily roll but having too much cream cheese also dampened the over all texture of the roll as a whole equal portions of veggies, tuna and philly could have made this much better. Often times cream cheese is used to give the roll a hint of creaminess not make the roll entirely creamy.
It did appear that someone didn't take sushi 101. The nori flipped the wrong way. The smooth side was facing outwards while the rough side was facing inwards. The reason why there is a rough side and a smooth side is so that the rice sticks better to the smooth side of the nori while the rough side adds to the overall texture of the maki. If you cover the rough side of the nori with rice it is very difficult to feel the texture of the seaweed on your tongue (where you normally feel this texture) thus dampening the experience of the meal.
While overall the quality of the fish on the three rolls that we ordered was good the tuna was an exception to this. The fish sits in bins much like veggies sit in bins at Subway while they make your food. Leaving tuna out exposed to the air like this drys it out and thus degrades the overall quality of the fish. Often why you see pieces of fish wrapped in plastic wrap at almost every other sushi bars is because it prevents the fish from drying out and thus maintains the overall quality.