Its gimmick: Diners can build their own maki rolls the same way they would customize their burrito bowls at Chipotle.
Grab a checklist-style menu and choose fillings for your custom maki roll. Protein choices include favorites like spicy tuna, as well as salmon and a vegetarian option. Follow that up with a few veggie fillings, a sauce and optional dry topping. Hand your sheet to a cashier, who will helpfully suggest sides and a drink (including fruit-infused iced green tea), and then wait for the small team of maki-rollers (with the help of an automatic rice-and-seaweed-binder and a roll-slicer) to complete your order.