IDG (Innovative Dining Group) borrowed a concept developed by Nobu Masuhisa and whittled down the prices and came up with Sushi Roku, which opened up in West Hollywood in the late nineties. They then expanded by opening BOA Steakhouse, Katana and other venues. BOA Steakhouse is a California vision of a New York Steakhouse, which means it is more feminine and more casual.