The Recipe for Longevity: How Marc Spitzer Kept BondST Thriving for 25 Years and Expanded to Hudson Yards

How does a restaurant maintain its charm, relevance, and success for a quarter of a century while expanding into new markets? Marc Spitzer, the mastermind behind BondST, has achieved exactly that. Founded in 1998, BondST is more than a sushi restaurant—it’s a culinary institution in downtown Manhattan.

While some businesses stumble when they try to expand, Spitzer skillfully balanced preserving BondST’s legacy with adapting to meet evolving tastes, especially as the restaurant launched its new location in Hudson Yards. From retaining its beloved Big Eye Tuna Tarts to crafting fresh menu offerings, Spitzer’s approach offers valuable takeaways for restaurateurs and business owners alike.

Here, we’ll explore the strategies that have kept BondST thriving for 25 years, Spitzer’s innovative thinking around staff and menu evolution, and how his ability to stay true to iconic dishes has strengthened customer loyalty.

Preserving Legacy While Meeting Modern Demands

For many longtime patrons, BondST has always been synonymous with quality, consistency, and authenticity. One of the restaurant’s defining features is its ability to “stay true to its soul,” as Spitzer puts it. But that doesn’t mean standing still.

The Power of Signature Dishes

At the heart of BondST's success remains their iconic Big Eye Tuna Tarts. This dish, featuring delicate slices of tuna atop crispy tarts with a perfectly seasoned soy glaze, has become a fan-favorite since the restaurant's early days. Whether at bond street hudson yards or the original location, according to Spitzer, these signature dishes aren't just about taste—they're about storytelling. Customers returning year after year relive memorable moments through every bite of a classic dish.

To ensure these dishes remain unforgettable, Spitzer keeps the execution flawless, whether it's at the original Bond Street location or the new Hudson Yards outpost. "Your loyal customers come back for the hits," he explains. "Consistency is a non-negotiable.

Innovating for Hudson Yards

Opening a location in Hudson Yards—a modern, fast-paced, and highly commercial space—is a far cry from the cozy, familiar vibe of downtown Manhattan. Spitzer embraced this challenge by diversifying the menu. Hudson Yards patrons have tastes informed by global cuisines and different lifestyles, so Spitzer incorporated dishes that were lighter, quicker, and designed with lunch-hour diners in mind.

While the Big Eye Tuna Tarts remain a staple, Hudson Yards visitors can also try distinctive offerings like the Truffle Lobster Roll and the Salmon Crudo with Yuzu Kosho. These innovative additions reflect Spitzer’s strategy of connecting with his new audience without alienating his original customers.

A Focus on Staff Retention and Expertise

The backbone of any exceptional restaurant is its staff. Spitzer has always understood that an engaged, satisfied team is central to BondST’s long-standing success. Restaurants can be notorious for high turnover, but BondST has been a shining example of the opposite.

Maintaining Institutional Knowledge

One of Spitzer’s strengths has been his emphasis on preserving “institutional memory.” Some of BondST’s chefs and front-of-house staff have been with the restaurant for multiple decades, thanks to a supportive culture and opportunities for growth.

Spitzer shares that he invests in competitive wages, ongoing training, and a positive working environment. “The people who’ve been with us the longest bring a certain care and craftsmanship to the table,” says Spitzer. “They know every dish inside and out and what makes BondST special.”

Creating Cohesion Across Locations

Expanding to Hudson Yards also meant ensuring consistency in staff expertise across locations. To achieve this, Spitzer instituted a cross-training model where chefs and managers rotated between the original BondST and the Hudson Yards location. This ensured team members absorbed the core ethos of the brand while getting to know the different dynamics of each location.

This approach not only helped maintain the quality of offerings but also ensured that the essence of BondST’s service remains grounded in its legacy, creating a seamless experience for both new and existing customers.

Evolving the Menu with Time

If legacy is the backbone of BondST’s brand, then evolution is its heartbeat. What sets Marc Spitzer apart is his instinct for knowing how and when to update the menu.

From Iconic to Inventive

While BondST’s signature dishes serve as anchors, Spitzer has consistently updated the menu to reflect changing consumer preferences. Seasonal ingredients, global flavor trends, and new cooking techniques play a major role in these updates.

For example, the Hudson Yards menu integrates more plant-based options, such as charred avocado sushi rolls and miso-roasted eggplant. These dishes are as visually stunning as they are flavorful—perfect for the Instagram-savvy patrons frequenting Hudson Yards.

Subtle Changes that Add Value

Even for iconic dishes such as the Big Eye Tuna Tarts, small updates ensure they remain exciting. “Sometimes you play with minor tweaks,” Spitzer explains. “It could be a new garnish that adds a layer of texture or experimenting with plating to make it visually irresistible.”

This attention to detail allows BondST’s menu to remain fresh without compromising on the elements that customers already love.

Building and Sustaining Customer Loyalty

What makes customers return to BondST year after year isn’t solely the flavors on their plates—it’s the sense of community and shared values. Spitzer has cultivated loyalty by creating a cohesive BondST experience that offers comfort, flair, and authenticity.

The Emotional Connection Through Food

Spitzer has always understood that dining is about more than sustenance—it’s a deeply emotional experience. By emphasizing high-quality ingredients and meticulous execution, BondST customers know they’re in for an unforgettable meal—not just a bite of food.

To demonstrate this further, BondST has prioritized intimate communication with its patrons, such as gathering customer feedback on new menu additions or offering VIP invites to special tasting events. Loyal regulars feel intrinsically part of the BondST family.

Loyalty at Two Different Speeds

What’s kept BondST solid as it scaled is its ability to flex to its two homes. Downtown Manhattan’s pace is slower, so many regulars dine in and savor a lengthy, multi-course meal. Hudson Yards, however, demands quick, urban precision—ideal for lunch-time pickups or corporate gatherings. Recognizing and accommodating different dining moods has helped retain old patrons while welcoming new ones.

What Restaurants Can Learn from Marc Spitzer’s Success

The story of BondST and its expansion into Hudson Yards is a testament to the power of balancing legacy and innovation in business. At the heart of this success lies Marc Spitzer’s understanding that while your signature identity keeps you grounded, adaptation ensures longevity.

If you’re in the early stages of running—or scaling—a business, consider the following lessons inspired by Marc Spitzer’s approach:

Start With a Signature: Anchor your business in a standout offering, like BondST’s Big Eye Tuna Tarts, that customers will associate deeply with your brand.

Invest in People: Build a team that loves what they do, retains institutional knowledge, and embodies your values.

Adapt Without Compromising Identity: Listen to your audience, study trends, and innovate just enough to stay fresh without losing your essence.

Tailor, Don’t Replicate: Every location or customer base may require slight adaptations to meet their unique needs, as BondST achieved with its Hudson Yards expansion.

It’s a fine balance, but when done right, your brand can resonate with customers for decades—and across spaces.