CustomerProfile<strong>OpenRoad</strong> driver |36By Kimi Nomura & Ben Hudson Photography: Dean SandersonTojoStyle!Hidekazu Tojo is the ownerand head chef of the worldfamous Tojo’s restaurant– certainly one of the bestJapanese restaurants inVancouver – possibly one ofthe best in the world. He’salso the owner of a new2006 Toyota HighlanderHybrid.What sets Tojo’s fare apart from thecompetition is his vast knowledge ofJapanese cuisine, an uncanny ability tosource the freshest cuts of meat and seafood,and a life long devotion to culinary creativity.During his rigorous apprenticeshipin Japan, Tojo learned a healthy respectfor hard-work, precision, quality, andcustomer service. As a stunningly successfulrestaurateur he’s learned that fantasticproducts and happy, healthy customers arecritical to sustainable success.Environmental sustainability is alsoimportant to Tojo. He strongly believes inthe value of sourcing local products andhe complies with the Canadian fishingrestrictions. He follows the guidelines of theFarmed and Dangerous Campaign outlinedby the Coastal Alliance for AquacultureReform which asks restaurant owners andchefs not to serve farmed, over-fished orendangered species of fish.In light of Tojo’s dedication to qualityproducts, outstanding customer service, andenvironmental sustainability, choosing anew 2006 Toyota Highlander Hybrid from<strong>OpenRoad</strong> Toyota seemed to be a perfectlynatural selection. A truly environmentallyfriendly mid-size SUV that’s a far cry Tojo’sfirst vehicle, a 1972 Datsun 510.We caught up with Tojo a few weeks afterpurchasing his new vehicle from <strong>OpenRoad</strong>Toyota. We asked him a few questions abouthis life, his restaurant, and he shared an ideawith us about a parallel parking feature wehad never considered.
So, have you had a chance to take yournew Highlander Hybird on any road trips?Only a few short trips here and there. Acouple of weeks ago I took it out on thehighway to see my friend’s property inAbbotsford. I was impressed by performanceon the highway – very quiet andsmooth.What do you like most about yourHighlander Hybrid?It looks good, and it’s very comfortable todrive. It’s fuel efficient, quiet, and well tobe honest, I like everything.What type of music do you listen to whenyou’re driving?I like classic, soft music.Your restaurant is reputed to serve someof the best Japanese food in Vancouver,some say Canada, some even say theworld. With such a great reputation youmust get some pretty famous customers.Who was your most memorable celebrityto visit your restaurant? Or favourite?There are lots. Mel Gibson, HarrisonFord, Matt Damon, many famous peopleWhen you first came to Vancouver, wereyou worried that Japanese food might notcatch on?No, I’m always a positive thinker.I read on your website that you had a longand very intense apprenticeship at a veryfine restaurant in Osaka. You must havelearned a lot.Yes, I worked at a very traditional, highendrestaurant for many years. It taughtme a tremendous amount. I would work16 hour days. Our shopping started atfour or five in the morning. I trained veryhard earning a low wage and workinglong hours. It was hard work but it hasproven to be very good for me, I learnedso much, not only about fish, but withmeat, everything – how to cook, how totalk to customers, and patience too.If somebody has never experienced Tojo’s,how would you describe your restaurantand its cuisine?Japanese food has a lot of variety. It’s notonly raw fish. I would start them off easy.Our cuisine is made with mostly localown creations. Many people say, ‘Oh youhave a very traditional way.’ Yes, I usetraditional techniques but in my own way.It’s Tojo’s style – delicious and healthy.It’s easy to make food that tastes good, buthealthy too, not so easy. If you use garlic,butter, and cream it tastes good. But it’snot healthy.I think most people would agree thatsushi is pretty healthy. What is a commonmisconception about sushi, or a littleknown fact about sushi?Most people, especially those from NorthAmerica, think sushi is just raw fish. It isnot. Some fish we cannot eat raw, we mustcook…Like fugu the poisonous blowfish?Yes.Do you ever serve fugu here?In 1971, we had a lot of Japanese businesspeople here. And fugu is most popular inthe Osaka area. They would always ask me toserve fugu. I have a fugu license so in 1972to 1974, we served fugu. The most poisonousparts are the brain, blood, and liver.‘It was hard work but it has proven to be very good for me.’have enjoyed my restaurant. RobinWilliams, Morgan Freeman, KevinBacon and many powerful politiciansand business people too. But I appreciateevery one of my customers and each istreated with utmost respect.I understand that when you first cameto Vancouver not many people had everexperienced authentic Japanese foodbefore, let alone sushi.I came to Vancouver in 1971 and atthat time, Japanese food was not verypopular. Some people had tried tempuraor sukiyaki – lots of popular dishes butnot sushi. Only a handful of CaucasiansI knew of in Vancouver ate sushi andusually only tuna sashimi. Most of myfirst customers were more traditionalJapanese people, so I began to experimentwith new creations – the inside outCalifornia roll and my original, B.C. roll.Wow, you invented the California Roll ?Yes that is true. Tojo-maki became knownas the California Rollingredients and produce. Then we createit to my own style.Yes, your personal style is really what setsyour restaurant apart. I’ve heard you knowover 2000 recipes. Do you write themdown or keep them all in your head?Good food is just like music. Thisinstrument here, this instrument there,then you put it all together. Seasonality isalso very important. In the summertimewe serve summer products, and in thewinter when it’s cold people like hotdishes. But most of all, people are alwayslooking for something new. I love tocreate new dishes.With your tremendous success,what do you consider your greatestaccomplishment?I think it’s my original dishes. I lovecreating dishes that nobody else hasthought of. When I first started over 25years ago my friends told me that it wouldbe impossible to have my own dishes.Now, most of the food I serve are myDid anybody ever die?No!That’s a relief. Dead customers areprobably pretty bad for business and therestaurant business is pretty competitivein Vancouver isn’t it?I love competition and we work veryhard to be competitive and exciting toour customers. Vancouver has manyexceptional places to dine so I mustcompare myself to those too. Not only atJapanese restaurants.So, I know you just bought a newHighlander Hybrid, but what would yourdream car be?An H2 fuel cell car. But my real dreamis to find a car that I can parallel parkwithout having to back in. Just gosideways right into the space. My dreamcar will park sideways automatically.Perhaps we should tell engineers anddesigners at Toyota about your idea?Yes, then we could all park Tojo style!<strong>OpenRoad</strong> driver |37
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