Franchising

Slapfish rebranding in Utah with help from Culinary Edge

Provided

January 23, 2023

Slapfish, founded in 2011 by Andrew Gruel and sold to Mac Haik Enterprises last year, is rebranding three locations in the Salt Lake City market, thanks to a partnership with The Culinary Edge, a culinary innovation agency that owns California-based Starbird.

Opening Jan. 30, the restaurants will offer a customized take on seafood cuisine, said Dan Anfinson, president of The Slapfish Company.

"Slapfish has always been at the forefront of delivering bold flavors and Instagram-worthy seafood dishes that is rarely found on the fast-casual sea of brand," he said in a company press release. "To continue to push the envelope and maintain relevancy, we view this as an opportune time to elevate our menu, and allow our guests to be in charge of their Slapfish Voyage, Our focus is to maintain the highest quality ingredients at an affordable price point, creating seafood for every day. Guests can guarantee they'll always enjoy a fresh and original meal for lunch or dinner at Slapfish. We are certain both our new and loyal guests will revel in the updated Slapfish experience, and we look forward to unveiling it to more locations in the future."

Aimed at covering a range of healthy to indulgent needs, Slapfish's flagship items — Lobster Roll, The Clobster Grilled Cheese, Fish & Chips, Epic Shrimp Burrito and Poke Bowl — will be available along with veggie-forward, shareable options. In celebration of the grand re-opening, guests may order Clam Chowder and Chowder Tots for a limited time.

"Our goal is to show how fresh seafood can be both an affordable everyday staple, and a stand-out addition to fast casual options. It doesn't have to be too bland or too indulgent. We changed the brand's structure to balance fun flavors with familiar forms," Graham Humphreys, CEO at The Culinary Edge, said in the release.

Slapfish has 20 locations across the U.S.