Article

Surf’s up: Coconut’s Fish Cafe franchising in LA

Hawaii’s Coconut’s Fish Cafe is surfing into Los Angeles, planning four locations for the market.

June 24, 2015

Editor's note: This is the first in a series of articles called "Franchise Focus" that will look into a variety of franchise opportunities in the fast casual industry. If you would like your franchise featured, please send Cherryh Butler an email atCherryhb@networldmediagroup.com

Hawaii’s Coconut’s Fish Cafe is surfing into Los Angeles, planning four locations for the market, led by Ivan Field, a former food distribution executive.

“Growing Coconut’s Fish Cafe on the mainland has always been a dream of mine,” said Field, who has been in food distribution for more than two decades. “I’m as passionate about the brand as I was when I first stepped into the original location in Maui.”

Founded in Kihei on the island of Maui, Coconut’s Fish Cafe (CFC) serves fish tacos, grilled fish filets over brown rice on a bun or served over a salad, as well as several options for non-fish eaters.

“We are thrilled to welcome Ivan into our Ohana,” said Michael Phillips, CFC founder and CEO. (Ohana, in the Hawaiian culture, means family in an extended sense of the term, including blood-related, adoptive or intentional.) “His strong business background combined with his passion for the brand will guarantee he hits the ground running. We are looking forward to helping him introduce Coconut’s Fish Cafe to his friends, family and neighbors throughout Los Angeles.”

Field said he chose to become a CFC franchisee because the food is exceptional and he believes in the brand.

"I prefer to get behind what I can believe in," said Field, who is excited about getting in on the ground floor; he thinks it will be a major brand in the fast casual market.

"Between the authenticity of the aloha spirit and the unequaled fare, Coconut’s is an obvious choice," said Field,  who, got to know Phillips as well as Frances Oney, VP of franchise operations; and Dan Oney, COO, during the recruitment process.

"They welcomed me and my family into their home in Hawaii. It’s that kind of family atmosphere and sense of aloha that made me feel welcome and convinced me Coconut’s is the right fit," Field said.

That family atmosphere was important to Field, who was born into a family that has been distributing food to restaurants, cafeterias and other institutions since 1928. Over the past decade, he and his family owned and operated Metro Food Distributors Inc., a company specializing in the distribution of healthy food products to the New York City Department of Education, helping serve about 1,000,000 meals per day. Before venturing off on his own, Field helped his family with their bakery in the New York City area called Pechter-Field's Baking Company with a manufacturing facility of more than 300,000 square feet, employing more than 500 employees.

Hitting a growth spurt

CFC's first franchisee, a multi-unit operator in Texas, is in the process of opening eight cafes between Dallas and Austin in the next 24 months. With plans to open additional franchise locations throughout California, the brand has now located its mainland headquarters in Reno, Nevada, and will award multi- and single-unit opportunities in markets up and down the California coast to qualified restaurant investment groups and individuals, Frances Oney said.

"As a brand we are witnessing spectacular growth," she said. "Once our California locations come on line, we believe the sky is the limit for our franchise Ohana. And what’s most important to us is to continue to find the right franchisees and operators who will continue to deliver our distinctive brand of aloha spirit along with our unique and exceptional menu offerings."

Becoming a franchise

Although anyone who files paperwork can become a franchisor, Oney said  what differentiates Coconut’s Fish Cafe from other brands is that the team is dedicated to creating a “win-win-win environment that starts with our customers, produces opportunity for our franchisees, and supports our ultimate success as well. That’s what sets us apart from others; we truly are a franchisee- and customer-centric organization."

Oney admits building the corporate environment required a huge investment of capital, but she believes it's worth it; combining that corporate success with the new success of the franchisees will help build relationships that foster a sense of mutual responsibility to everyone's shared futures.

"Our focus is on constant improvement and support of our entire system," Oney said. "At the franchisor level, we are constantly examining opportunities to connect with our customers through marketing or research and development of new menu items. We depend upon the input of our franchisees to identify challenges and use them to create a stronger system for distribution and development. And we are unfailing in our commitment to customer service, food quality and aloha."

Franchisees wanted

Coconut Fish Cafe is searching for franchisees to help expand the brand throughout the United States, with concentrated efforts in California and the west, according to Oney, who said the franchisee investment range is $412,749.58 to $808,749.58 with royalties of 7 percent.

"Our goal is to continue being a discerning franchisor, only accepting franchisees, who are committed to our aloha-focused brand and our unfailing level of customer service and excellence," she said.