News

Seafood fast casual concept expanding

November 14, 2013

The fast casual seafood restaurant Slapfish is expanding with a new franchise program focused on North America and select international markets, according to a company press release.

Known as a modern seafood shack, Slapfish revolves around fresh, sustainable fish and was founded by Chef Andrew Gruel and Jethro Naude, the release said.

"Our mission is to change the way people eat seafood by keeping it ridiculously fresh and refreshingly responsible," Gruel said. "The seafood segment has long been dominated by full-service restaurants. The convention of seafood served 'on the fly' has been painfully relegated to the monotony of uninspired fried shrimp dishes and greasy fast food. Slapfish combines the quality of fine dining with the cost and convenience of fast food."

The concept is now working with Fransmart to fuel its growth plan, according to the release, and the 'boat-to-plate' concept has already signed its first major multi-unit deal for the entire Middle East. Magnolia Enterprises will open its first Slapfish outlet in Dubai and has plans to open 75 Slapfish restaurants throughout the Middle East region. Other brands Magnolia has brought over from the U.S. and grown in the Middle East include Elevation Burger, Chuck E. Cheese's, Flippin' Pizza and Chicken Now.

In addition to the Middle East franchise deal, Slapfish is opening up to four additional corporate locations in Southern California in the next two years and may go in some of the state's busiest malls and airports, according to the release.

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