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.   

LocationRichardson, Texas
2009 Systemwide Sales ($000,000)$40,600,000*
YOY Sales Change-2.2%
2009 U.S. Units15
YOY Unit Change7.1%
2009 Average Unit Volume ($000)$2,800,000*
Future 50 Year2010
*Technomic estimate