Families and professionals are the target market for this full-service concept specializing in high-quality seafood. The units are designed to look like fly-fishing camps and are furnished with pine wood tables, river-rock fireplaces and jukeboxes. Each outlet is also equipped with a full-service bar serving specialty frozen margaritas and domestic wine and beer. The chain’s best selling menu items come from the mix-and-match menu which allows guests to pair their choice of fish with an array of sauces and two side dishes. Other popular options include the seafood enchiladas. The chain was started in 1998 by Randy and Michelle DeWitt but was acquired by a group of private investors headed by Henry Leonard in 2008.
|2009 Systemwide Sales||$40,600,000*|
|% Change in Sales||-2.2%|
|2009 U.S. Units||15|
|% Change in Units||7.1%|
|2009 Average Unit Volume||$2,800,000*|
|% Change in AUV||-5.1%|
|Future 50 Year||2010|