Shuckin’ Shack Eyes Florence, SC for New Franchise Location

Shuckin’ Shack, the laid-back, family-friendly oyster bar, already has four locations in South Carolina with another opening soon. Now, it’s looking to grow more by adding a restaurant in the Florence community. Located on I-95, Florence attracts both locals and travelers, and a new Franchise Partner in the community would benefit from both tourist traffic and the stable local community of over 40,000.

“We see great potential in Florence,” said Jonathan Weathington, CEO of Shuckin’ Shack. “People in the Carolinas already know our brand, and growing outward like this allows us to leverage brand awareness. It also makes it easier for guests who used to make a drive to visit us.”

Florence’s population continues to grow, and there’s a strong concentration of Millennials and Gen Z in the area driving demand for fresh seafood options. And, while cost of living remains relatively low, the average household income is over $80,000, meaning these groups have ample disposable income for dining out.

Florence itself has a strong potential customer base, but Florence County, with over 137,000 people, makes the opportunity even better. People from all over the county come to Florence for festivals and events, and Shuckin’ Shack will blend seamlessly into these community gatherings.

In addition to things like its annual Fresh & Raw Tour, which includes Shacks across the country, the brand encourages Franchise Partners to get involved in the community, partnering with local organizations, hosting live music and embracing the unique landscape of their specific community.

“Florence is an exciting market,” Weathington said. “Its proximity to the coast fosters a strong appreciation for fresh seafood, but even in a community that already has access to an affinity for this kind of dining, we bring something special.”

Shuckin’ Shack’s culture and emphasis on true community integration cultivates an atmosphere where guests feel entirely comfortable. Rather than just another oyster bar in the area, Shuckin’ Shack becomes the oyster bar in the area.

The brand has a proven business model and system to help Franchise Partners succeed, but leaders know that making each location unique matters, too. According to Weathington, Shuckin’ Shack is looking for a Franchise Partner who will strike a balance between brand consistency and added local touches.

“The key differentiator for Shuckin’ Shack, especially in towns with close proximity to a coastline, is the experience we offer in the Shack,” he said. “We empower our Franchise Partners to take the lead and build the oyster bar they know their community wants and needs. They win when they’re able to create an environment so unique that guests are excited to spend time with them, feel like a true part of the Shuckin’ Shack family, and ultimately can’t imagine going anywhere else.”