Tokyo Fro’s founder to open midtown restaurant with pizza, small plates and, yes, sushi

Jeff “Fro” Davis’ new midtown Sacramento restaurant concept is a little hard to pin down. That’s the idea.

Simply called Fro’s, it’ll have cooks turning 10-inch Neapolitan pizzas out of a wood-fired oven behind the horseshoe bar. Chef E.B. Shin, a Mulvaney’s B&L and Midtown Sushi alumnus, might also be assembling shareable small plates in the kitchen or slicing nigiri at the bar’s island’s on a given day.

Who’s the intended customer? “Business suits to sweatsuits,” Davis says.

“There’s going to be no rhyme or reason to our menu. We’re just going to have fun,” Davis said. “My regulars want to experience flavors, whether that’s carpaccio, barbecue or just eating some really good greens.”

Fro’s future home at 1730 18th St. is still a concrete work in progress. But by late June, Davis hopes an interior marked by gold-buttoned black leather booths gives off a similar feel as Bandera, his now-closed former neighbor in The UV shopping center.

Davis owned Tokyo Fro’s Rockin’ Sushi for 17 years in what was then the University Village shopping center. But when Merlone Geier Partners bought the property and rebranded it as The UV in 2015, a rent hike ensued, Davis said.

Davis sued Merlone Geier, closed Tokyo Fro’s and opened Tree House Cafe in West Sacramento over the next few years. When Fro’s opens, he’ll use produce from Tree House Cafe’s backyard farm at both restaurants and rely on local vendors like Grateful Bread Co. as much as possible. The menu will turn over frequently based on seasonal produce and chefs’ whims.

“I think too many chefs take themselves way too seriously,” said Davis, who also co-owned Sushi on the River from 1999-2002. “If you’re not loving what you’re doing, life is short — hit rewind and do it again.”

Ethernet cables will run from Fro’s 85-inch TV screens to a studio upstairs, showing some sports but also graphic art set to music. Davis also plans to shine a light on Sacramento chefs and restaurateurs with a YouTube channel based out of the studio.

Fro’s will be able to seat roughly 40 people inside and another 40 outside social distancing regulations are lifted. It’ll be open Thursday through Saturday to start, selling only pizza until that element’s nailed down.

This story was originally published March 19, 2021 at 6:44 AM.