Coconut’s Fish Cafe, home of Hawaiian fish tacos, announced a franchise expansion plan that positions the brand for strategic growth into prime U.S. markets in 2015. 

Initially, Coconut’s is pinpointing key cities throughout the Southern and West Coast regions of the country for new cafes. Additional markets tabbed for future growth will be identified throughout the year ahead. Marking a significant moment for the concept, the brand’s first franchisee, a multi-unit operator in Texas, will open eight cafes between Dallas and Austin in the next 24 months. The first two locations will open in the Dallas market in late-2014 and early-2015 respectively.

“The brand has so many endearing qualities that operators can barely contain their excitement when they realize the opportunity before them with Coconut’s,” says Michael Phillips, founder and CEO of Coconut’s Fish Cafe. “Despite the interest over the years, we’ve been patient to start franchising, and now that we’ve begun, there is tremendous buzz with restaurant investors. It’s amazing what happens when a brand like Coconut’s delivers on its promise to bring world-class, Hawaiian-inspired dishes and a piece of Maui’s distinctive environment to restaurants throughout the country. And, we’re doing it with exceptional service focused on Aloha and Ohana (family).”

In addition to the planned Texas expansion, Coconut’s earned approval in mid-2014 to expand through franchising in California. The brand has now located its mainland headquarters in Reno, Nevada and will award multi- and single-unit opportunities in markets up and down the California coast to qualified restaurant investment groups and individuals in 2015.

“The brand is infectious – we ‘wow’ our customers with every bite,” says Daniel Oney, COO. They can’t get enough of the fresh, made-to-order dishes created from healthy ingredients. It’s this admiration for the cafes and our menu that sink in with investors—there is clear evidence that we have tremendous demand for the Coconut’s experience.”

Denise Lee Yohn: QSR's Marketing Guru, Fast Casual, Growth, News, Coconut's Fish Café