Published on 11/13/2023
Gustavo Martinez's journey from his roots in Central Mexico to becoming a sushi restaurateur in Sonoma County is a story of growth and dedication. His career began in 1996 in the bustling kitchen of a successful sushi establishment in North Lake Tahoe, where over fourteen years, he learned everything he could about Asian cuisine. Starting as a dishwasher, Martinez showed a keenness to learn and a strong work ethic that propelled him to the position of Head Chef, guided by his mentor Hiroshi Hayacawa.
In 2011, Martinez moved from Lake Tahoe to Sonoma County, to be closer to his brothers. After working in the kitchens of a few local restaurants, he decided to try his hand at opening his own. He sold his truck and some land in Mexico, and within a year, he had opened the first Paradise Sushi location in Petaluma. After about 6 months, he started to see return customers, and within a year, Paradise Sushi was a success.
By late 2018, Martinez had opened up three additional locations–two in Santa Rosa, and one in Rohnert Park–and had brought his brothers on board as business partners. Their family business had become known all around Sonoma County as *the* go-to spot for All-You-Can-Eat sushi deliciousness.
Being in the restaurant business, Martinez has gotten to know his customers, formed relationships and made friends. Along the journey, he’s recognized that it’s important that Paradise Sushi represents the concerns and values of the community where they serve their customers.
This year, Paradise Sushi committed to Sonoma Clean Power’s 100% renewable, locally generated EverGreen service. Martinez believes it’s important to do his part for the environment and community, and wants to leave a better world for his family, his daughter in particular.
Remaining hands-on in the restaurant, from being behind the sushi bar to creating their unique sauces, Martinez continues to innovate and be intimately involved in the culinary experience of his patrons. His ambitions include not just further expansion within Sonoma County but also diversifying their offerings. Earlier this year, Martinez and his brothers opened TLAHCO Mexican Grill, and in the future he hopes to potentially enter into new ventures like crafting a signature line of beer and salad dressings.
