Mason's Famous Lobster Rolls: Why Diners Keep Coming Back

Mason's Famous Lobster Rolls brought the Maine lobster experience into a fast-casual restaurant, with lobster rolls as the focus and a menu that doesn't try to do much else.

"We believe everyone deserves the luxury of lobster," said Daniel Beck, Founder and Chief Executive Officer of Mason's Famous Lobster Rolls, describing the brand's founding mission.

When Beck opened the first Mason's in a converted cupcake shop in Annapolis, Maryland, in 2014, he drew on what he saw on trips to Maine. Small seafood operations, local fishermen and straightforward food became part of the identity he wanted for Mason's.

“What we really found is what resonated with people the most was the connection to Maine, to small boats, to just kind of little family operations,” Beck said. “It's just kind of like an American small business. That kind of romance really resonated with people more than any other part of the concept.”

The menu is just as simple. Customers can order the lobster chilled with mayo and lemon butter or warm with butter. There aren't many extra toppings or heavy seasonings, and Beck has kept the focus on the lobster.

“I kind of just think this is a unique product,” Beck said, “and we try to stay true to it.”

Beck has resisted regional menu changes that could make Mason's locations different from one another, even when individual franchisees have pushed for local additions.

“You don't go to the Greek or Ethiopian restaurant in Austin and expect to get a taco,” Beck said. “You're going to that concept for a reason, because it's something different than what you're used to.”

Mason's also requires every restaurant to maintain at least a four-star rating on Google. Franchisees who fall below that threshold are considered in default of their agreement until they address the issue.

“If people see a three point anything, they just won't go,” Beck said. “That's a point where you start to see decreasing sales.”

Almost all of Mason's franchisees, Beck said, were customers before considering owning a location.

“They come in, they try the food, they get to know the concept, and then they start looking at it from a different perspective,” Beck said. “We still have to do the work to develop the relationship, but having someone who already knows the brand and loves the product is a great place to start.”

Some customers have claimed to have dined at Mason's over 450 times.

Mason's now operates 43 locations, including 36 brick-and-mortar stores and two food trucks across roughly 15 U.S. states and Washington, D.C., plus locations in Italy and the United Kingdom. Tourist markets have been an important part of that growth, Beck said, introducing the brand to customers who may later encounter Mason's in their hometown.

The concept Beck started in that converted cupcake shop is still centered on the same thing: a straightforward lobster roll and a connection to Maine.