Coconut's Fish Cafe Sets Stage for Prolific Franchise Growth in 2015

Hawaiian Craze is Huge Hit on Mainland, Nets Interest of Restaurant Operator/Investor Groups; Poised for Strategic Expansion in Top U.S. Markets

December 03, 2014 // // KIHEI, Hawaii – Coconut's Fish Cafe (Coconut's), the famed home of Hawaiian fish tacos and the celebrated fast-casual phenomenon that has become an unquestioned sensation on the mainland, announced today a franchise expansion plan that positions the brand for strategic growth into prime U.S. markets in 2015.

Initially, Coconut's is pinpointing key cities throughout the Southern and West Coast regions of the country for new cafes. Additional markets tabbed for future growth will be identified throughout the year ahead. Marking a significant moment for the concept, the brand's first franchisee, a multi-unit operator in Texas, will open eight cafes between Dallas and Austin in the next 24 months. The first two locations will open in the Dallas market in late-2014 and early-2015 respectively.

"The brand has so many endearing qualities that operators can barely contain their excitement when they realize the opportunity before them with Coconut's," said Michael Phillips, founder and CEO of Coconut's Fish Cafe. "Despite the interest over the years, we've been patient to start franchising, and now that we've begun, there is tremendous buzz with restaurant investors. It's amazing what happens when a brand like Coconut's delivers on its promise to bring world-class, Hawaiian-inspired dishes and a piece of Maui's distinctive environment to restaurants throughout the country. And, we're doing it with exceptional service focused on Aloha and Ohana (family)."

In addition to the planned Texas expansion, Coconut's earned approval in mid-2014 to expand through franchising in California. The brand has now located its mainland headquarters in Reno, Nev. and will award multi- and single-unit opportunities in markets up and down the California coast to qualified restaurant investment groups and individuals in 2015.

"The brand is infectious – we 'wow' our customers with every bite. They can't get enough of the fresh, made-to-order dishes created from healthy ingredients," added Daniel Oney, COO of Coconut's Fish Cafe. "It's this admiration for the cafes and our menu that sink in with investors – there is clear evidence that we have tremendous demand for the Coconut's experience."

Since opening its flagship cafe on Maui in 2009, Coconut's has consistently lived up to its beloved reputation. Three clear distinctions define the brand and separate it within the fast-casual segment of the restaurant industry. First, it's the Aloha spirit that guides each cafe's operational excellence. Kindness fills the cafe, cleanliness can be observed throughout, guests are given undivided attention and vibrant colors, custom surfboard tables, and Hawaiian décor electrify the atmosphere.

The next distinction is the restaurant's menu, which is filled with fresh flavors that burst with every bite. For example, the brand's signature dish, Fish Tacos, have seven textures and 17 different ingredients. The flavors Coconut's developed for its menu are true to the brand's Hawaiian roots. The use of pineapple and mango deliver the tropics directly to each guest's plate and the brand's fish are caught wild.

In addition, Coconut's offers value to its customers unlike any other concept. Nowhere else is fish of this high quality offered at $12; in upscale restaurants, the same pieces of fish are sold for $40 or more.

"The product and customer service standards combine to offer an experience that surpasses guest expectations with each and every visit," added Oney. "It is often heard that 5-star restaurants cannot provide guests the experience that Coconut's provides."

Given the differentiators, Coconut's stands as a premium brand in the fast-casual category. To preserve the brand equity it has built, Coconut's is taking an extremely calculated and methodical approach to awarding franchise opportunities. Qualified candidates must prioritize the brand as his or her/the group's primary business. Previous restaurant ownership is preferred, and, most importantly, franchisees should embrace the Aloha spirit that has cultivated Coconut's culture.

Complete with thorough training, site selection support and marketing programs, the Coconut's Fish Cafe business model has been cultivated to attract individuals or teams with an ambition to succeed, strong values and solid community connections.

About Coconut's Fish Cafe

Michael Phillips, a successful entrepreneur several times over in the restaurant industry, founded Coconut's Fish Cafe (Coconut's) in 2009 in Kihei, Hawaii on the island of Maui. Retired in Hawaii yet seeking a restaurant offering fresh foods and outstanding service, Phillips started Coconut's to enjoy great-tasting meals with his neighbors in Kihei. Today, Coconut's is revolutionizing the fast casual restaurant sector with its fresh, healthy and affordable menu options, featuring wild-caught fish and a wide selection of fresh, authentic Hawaiian ingredients. Currently with its flagship in Hawaii and corporate headquarters in Nevada, the restaurant concept is expanding across the country through a focused franchising initiative.

To learn more about Coconut's Fish Cafe franchise opportunities, contact Frances Oney at And for more information about the cafes, visit

SOURCE Coconut's Fish Cafe

Media Contact:

Jamie Izaks
All Points Public Relations
(847) 897-7480


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Michael Phillips, a successful entrepreneur several times over in the restaurant industry, founded Coconut's Fish Cafe (Coconut's) in 2009 in Kihei, Hawaii on the island of Maui.


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