---
title: "Joey’s Seafood Restaurants Launches New Fish Shack Vision in Medicine Hat"
url: https://burnaze.com/article/be858338-ddbc-4454-9e14-68eb6fdcd14d
source: "Franchising.com"
original_url: https://www.franchising.com/news/20201103_joeys_seafood_restaurants_launches_new_fish_shack_vision_in_medicine_hat.html
category: "Restaurants"
industry: "Restaurants"
published: 2020-11-03T12:00:00.000Z
modified: 2026-11-01T02:33:12.494Z
image: https://images.unsplash.com/photo-1561758033-d89a9ad46330?w=1600&q=80&auto=format&fit=crop
---

# Joey’s Seafood Restaurants Launches New Fish Shack Vision in Medicine Hat

**TL;DR:** Joey's Seafood Restaurants is re-branding to Joey's Fish Shack with a new logo, updated flavors, and decor as part of a significant re-branding across Canada in 2021. The change aims to adapt to new times and consumer habits, with a focus on affordability and appeal to a younger generation.

*originally published in Franchising.com on 2020-11-03. [Read the original](https://www.franchising.com/news/20201103_joeys_seafood_restaurants_launches_new_fish_shack_vision_in_medicine_hat.html).*

## Story

Calgary, Canada, November 01, 2020 - (PR.com) - One of Joey’s Seafood’s flagship restaurants has undergone a significant change that marks the re-imagining of Joey’s Restaurants across Canada.

“Joey’s Only (1985) morphed into Joey’s Seafood in 2009 and now we’re becoming Joey’s Fish Shack," says Joe Klassen, founder and CEO of Joey’s Only Franchising Ltd. "It’s just another step forward as we adapt to new times and new consumer habits.”

The change is part of a significant re-branding taking place at Joey’s Seafood Restaurants across the country throughout 2021. Customers can expect a new logo with a familiar colour palette, updated trending flavours that appeal to a younger generation of diners and a completely reimagined décor.

“This is not your grandparent’s Joey’s,” said Dave Holland, VP of Marketing. “Our brand is priced affordably and positioned perfectly for investors,” added Holland.

Calgary-based Joey's is a pioneer and leader in the fast-casual seafood restaurant category in Canada. Its signature "Joey's Famous Fish & Chips" and "Fish Taco" has gained the company a North American reputation for preparing generous portions of high-quality seafood at affordable prices. Each Joey's franchise embodies the vision of its founder, Joe Klassen - to serve great seafood in a cozy neighbourhood seafood restaurant. Annually, Joey's serves more than 5.5 million guests system-wide through its 43 restaurants in Canada. In 2020, the company celebrates its 35th anniversary.

## Entities

- Franchising.com (publication)
- Restaurants (sector)
- canada (location)
- expansion plans (topic)
- rebranding (topic)
- menu update (topic)
- fast casual seafood (topic)

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Originally reported by Franchising.com (https://www.franchising.com/news/20201103_joeys_seafood_restaurants_launches_new_fish_shack_vision_in_medicine_hat.html). Summarized by Burnaze (https://burnaze.com/article/be858338-ddbc-4454-9e14-68eb6fdcd14d).