Fish Shop Launches Strategic Franchise Initiative

Fish Shop, the popular San Diego restaurant known for its approachable seafood and neighborhood hospitality, announced the launch of its strategic franchise initiative. The company’s plans focus on aligning with experienced multi-unit restaurant operators to introduce the award-winning concept to markets throughout the South, Southeast and Western United States.

Founded in San Diego’s Pacific Beach neighborhood in 2010, Fish Shop has built a loyal following, growing to four locations in San Diego and North County. Today, the restaurant operates in Point Loma, Encinitas and Oceanside, in addition to its original Pacific Beach location. From the beginning, the brand was built around the kind of experience guests could settle into, whether stopping by for fish tacos after the beach or gathering with friends over fresh oysters and drinks. No frills, just good fish, fresh ingredients and a place people genuinely want to come back to.

“We’ve taken our time to perfect the processes and systems within the restaurant to prepare it for franchise expansion. Our commitment to building out the franchise model and proving that there’s demand for this kind of experience will sit well with talented restaurant operator groups,” said Billy Ramirez, an accomplished restaurant and bar owner in the San Diego market, as well as co-founder of Fish Shop. “Seafood remains one of the most underserved categories in the restaurant industry, and we’ve shown that when you pair quality food with great hospitality, guests keep coming back.

We believe there’s a significant opportunity to bring Fish Shop to select communities with the right operators.”

Franchise growth plans

The franchise growth efforts are backed by a seasoned restaurant hospitality leadership team with nearly 100 years of combined industry expertise. Ramirez, who also owns and operates the well-known Pacific Beach Shore Club, is joined by Eric Leitstein and the seasoned operators behind San Diego-based OMG Hospitality Group, which has created and successfully run restaurant concepts in some of the country’s largest markets from coast to coast.

The team has spent years building and refining the business before introducing it to franchising. That foundation includes established operating systems, training programs, marketing expertise and a guest experience that has been proven across four successful restaurants. Plus, strong performance at its four San Diego locations has positioned Fish Shop as an attractive, emerging opportunity within the seafood restaurant category. Average gross revenue among the existing restaurants is nearly $4 million*.

“We’ve had 15 years to learn, adapt and refine the business,” Ramirez continued. “That time has helped us surround ourselves with great people and create a culture we’re proud of. As we grow, we’re focused on partnering with experienced operators who share our commitment to hospitality and want to build something for the long term.”

Target markets and menu

As it begins franchising, the company is focused on partnering with experienced multi-unit operators interested in developing a minimum of three locations in California, Arizona, Nevada, Texas and other Southern, Southeastern and Western markets. With strong sales volumes, a flexible model and years of guest loyalty behind it, Fish Shop is well suited for its franchising phase.

At the center of the menu is a build-your-own format that allows guests to customize tacos, sandwiches, salads and plates with fresh seafood offerings. Fan favorites include the award-winning TKO Taco, Fish Shop Shrimp, and Fish N’ Chips, and Thursday Oyster Night has become one of the restaurant’s signature weekly events. The restaurant is built around a streamlined three-step ordering process designed to keep operations efficient while maintaining a relaxed and flexible guest experience.

In addition to its seafood offerings, Fish Shop locations also feature local beers and a bar program that complements the laid-back atmosphere.