Slapfish Signs Multi-Unit Franchise Deal For Six New States

Fast Casual Seafood Brand Increases U.S. Footprint With Multi-State Deal

June 23, 2016 // // Huntington Beach, CA - Lobster Rolls, Chowder Fries and just-off-the-docks fish tacos in the desert? A true seaside experience is finally coming to the Southwest. Slapfish, a Huntington Beach-based Chef-driven fast-casual seafood restaurant with an emphasis on serving fresh, sustainable dishes, has announced the signing of a multi-state franchise deal which will introduce the concept to Utah, Idaho, Arizona, Nevada, Colorado, and Texas.

Slapfish Founder and Celebrity Chef, Andrew Gruel, grew the wildly successful concept from a food truck to a restaurant chain that today includes six units in California (both corporately-owned and franchised), with nearly 50 more in development.  The brand was built around a sustainable seafood focus, and the intent to “make seafood sexy again”.  Gruel is able to spread this message through his numerous media appearances which include NBC’s The Today Show, The New York Times, Nation’s Restaurant News, and The Cooking Channel.

Seafood shacks are a dime a dozen along the coasts, and as Slapfish has wowed even that market with its take on “fresh” and sustainable, the brand is going where no shack has gone before. Gruel said of the recent expansion deal, “Our model for making seafood sexy again through over-the-top chef-driven dishes is ready to scale through this territory.  With advanced technology and rigorous oversight in the seafood market, it is now possible to take high-quality sustainable seafood inland.”

Slapfish is expanding through a partnership with Fransmart, the franchise development company behind the explosive growth of brands like Five Guys and Qdoba.  The new franchisees are multi-unit operators with 40 other current restaurant locations. They worked with Fransmart VP of Sales, Ryan Durishin, and Development Coordinator, Christian Hathaway, on their agreement, which spans approximately 50 units across six states.

“We are ecstatic about this deal because it speeds up the process through which we will get Americans to eat more healthy seafood by introducing Slapfish to 6 more states.  Slapfish is poised to take over the fast casual seafood sector by partnering with like-minded, socially responsible franchisees like our current partners,” said Gruel.For

Slapfish has created a distinct brand that revolves around "boat-to-plate" cuisine in a casual, relaxed setting. The brand was recently awarded the #3 spot on FastCasual’s 2016 Top 100 Movers & Shakers list, as well as a 2016 MenuMasters Trendsetter Award by Nation’s Restaurant News.  Andrew Gruel was named on NRN’s 2016 Power Players list, and for the past year has been a co-host on FYI network’s series “Say It To My Face!”

About Slapfish

Slapfish is a classic and sustainable American Seafood Franchise - seafood redefined with a fresh attitude, simple flavors and a healthy smack of the gourmet. Slapfish has created a distinct brand that revolves around great “boat-to-plate” cuisine in a casual, relaxed setting. Chef Gruel’s menu revolves around a variety of daily and seasonally changing features and his ocean-fresh menu emphasizes bibb-worthy dishes and bold flavors, with seafood sourced from well-managed suppliers of eco-friendly seafood. The brand currently has six units open, with over 50 more in development.

SOURCE Slapfish


Casey Thorp


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Orange County is home to Slapfish, a modern seafood shack founded by Chef Andrew Gruel.


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