IMA

Ima feels like one of Exmouth Market’s best-kept secrets: a small, intimate restaurant and despite its tucked-away feel, the room gets busy quickly. We were first to grab our table (weekday lunch, and we watched it first-hand fill up), a clear sign of a loyal following and strong word-of-mouth for a brand that’s clearly doing something right.

The atmosphere is relaxed, yet as more customers joined us, it felt buzzy, with just enough energy to make the space feel alive without ever tipping into chaos. Seeing parts of the food preparation adds a sense of transparency and craft, reinforcing Ima’s confidence in both its product and process.

The sushi designed for sharing is a standout and understandably popular with groups, offering a playful, generous way to experience the menu together. That said, the hot plates, as we tried, deliver bold flavours and thoughtful combinations that prove Ima’s creativity goes well beyond its sushi reputation.

Service is warm, friendly and genuinely attentive, striking that ideal balance between professionalism and approachability. The staff clearly believe in what they are serving, which elevates the experience and makes the restaurant feel personal rather than transactional.

One of Ima’s strongest brand moments comes before the food even arrives, with the story behind the restaurant’s name printed on the inside cover of the menu. This simple yet thoughtful touch invites diners into the restaurant’s ethos and creates an emotional connection.

What we love
Ima’s commitment to being proudly plant-based is not treated as a limitation but as a creative engine, and that’s where the brand truly shines. By reimagining classics like unagi and tuna using vegetables and innovative techniques, the restaurant makes a compelling case that Japanese cuisine can deliver depth, umami and excitement without fish, all while actively addressing overfishing and plastic waste. This sense of purpose, paired with beautiful presentation and confident flavours, makes Ima feel not just experimental, but genuinely forward-thinking.