Our Story
Where Wagyu Reigns and the Burger Is King.
At Kings of Kobe, we take Wagyu seriously. Everything else, a little less so.
Where It Started
Kings of Kobe began as a summer pop-up out of the window of another restaurant in New York City, where founder Etai Cinader was grilling American wagyu hot dogs and topping them with combinations that caught people's attention: kimchi, jalapeños, pineapple relish, and spicy aioli. First-time customers became regulars, regulars brought their friends, and food bloggers started writing about the guy putting his own spin on a New York staple.
In 2016, Etai opened Kings of Kobe's first brick-and-mortar spot, a quick-service counter on 9th Avenue, and added a wagyu burger to the menu. The line started spilling out the door. The toppings gave people something to talk about, but the beef was what held it all together. American wagyu became the foundation of Kings of Kobe. The burger quickly became the reason people came, and why they kept coming back.
A Seat at the Table
The lines kept growing, and so did one request: a proper place to sit, have a drink, and enjoy the meal. Etai never planned on a full-service restaurant, but the opportunity came from someone waiting in that very line.
That customer placed an order, took a few bites, and quickly understood what made Kings of Kobe special. He asked Etai a simple question: how could he help turn this into a full-service restaurant? With demand already growing and an investor who believed in the concept, the next chapter of Kings of Kobe began.
In 2019, Kings of Kobe opened at a Silverstein property on West 42nd Street. It was more than a bigger kitchen. It was a chance to build a full experience around the food people already loved: a seat at the table, cocktails made to match the food's energy, and time to enjoy it all.
A few weeks after the doors opened, COVID-19 arrived. The new restaurant was tested almost immediately, but it pushed through with the help of the neighbors and fans who had been there from the start.
The Menu and the Room
That original approach still shapes the menu. American wagyu anchors the burgers and steaks, while combinations like sharp white cheddar, charred peach chutney, applewood smoked bacon, and pickled ginger–yuzu mayo on the Peach Royale carry forward the creativity of the takeout days. A wagyu strip steak with mezcal peppercorn cream sauce shows how far that idea has grown.
The setting is just as much a part of the story. Etai wanted a restaurant that felt fun and full of life, where people could settle in over lunch, catch up at brunch, spend an evening with friends, or even go out on a date. The music, lighting, and energy of the room help make that happen. It's a little loud, and that's part of the appeal.
What Is WAGYU?
"WAGYU" translates to "Japanese cattle" and refers to Japanese breeds prized for their fine marbling, tenderness, and rich flavor.
Kobe beef is one of Wagyu's most celebrated expressions. It's not a breed, but a protected designation reserved for qualifying beef from Tajima cattle born, raised, and processed in Japan's Hyogo Prefecture, a region specifically known for their superb Wagyu cattle. Kobe helped carry the reputation of this exceptional beef around the world, and that legacy inspired our name.
American Wagyu brings Japanese Wagyu bloodlines together with American ranching traditions. The result is deeply marbled, remarkably tender beef with a richness that separates it from an ordinary burger or steak. It's the foundation of our half-pound burgers and the steaks we cut by hand, sear hot, and finish with sauces made in our kitchen.
Its marbling also contains a higher proportion of monounsaturated fat than most beef, although the exact balance varies. Interesting, yes. The reason anyone orders it, probably not.