Coconut’s Fish Cafe plans to open four new cafes in the Los Angeles market.
Ivan Field, a successful food distribution executive, will own and operate the new locations. He is targeting neighborhoods throughout Los Angeles County, with particular focus on the county’s Westside.
“Growing Coconut’s Fish Cafe on the mainland has always been a dream of mine,” says Field, who has been in food distribution for more than two decades. “I’m as passionate about the brand as I was when I first stepped into the original location in Maui: the sights, smells, tastes, and Aloha spirit that emanate through the restaurant are etched in my memory. I am so proud to be a member of the Coconut’s Fish Cafe Ohana and am looking forward to introducing our award-winning food and culture to Los Angeles.”
Founded in Kihei on the island of Maui, Coconut’s Fish Cafe has become a nationwide sensation, consistently topping best-food lists, receiving widespread food-critic acclaim, and winning over the hearts of discerning customers who have made it a top restaurant on Yelp. In addition to serving its famous fish tacos, Coconut’s Fish Cafe offers grilled fish filets over brown rice, on a bun, or served over a salad, as well as several options for non-fish eaters.
“We are thrilled to welcome Ivan into our Ohana,” says Michael Phillips, founder and CEO of Coconut’s Fish Cafe. “His strong business background combined with his passion for the brand will guarantee he hits the ground running. We are looking forward to helping him introduce Coconut’s Fish Cafe to his friends, family and neighbors throughout Los Angeles.”
Born into a family that has been serving fresh, high-quality food to restaurants, cafeterias and other institutions since 1928, Field was raised in the foodservice industry. Over the past decade, he has owned and operated Metro Food Distributors Inc., a company specializing in the distribution of healthy food products to the New York City Department of Education, helping serve approximately 1 million meals per day. Before venturing off on his own, Field’s family owned the largest independently owned bakery in the New York City area called Pechter-Field's Baking Company with a manufacturing facility of more than 300,000 square feet employing more than 500 employees.
Field is excited to join the Coconut’s Fish Cafe franchise system in the early phases of a crucial growth period. The brand’s first franchisee, a multiunit operator in Texas, is in the process of opening eight cafes between Dallas and Austin in the next 24 months. Building on the momentum the brand is achieving on the West Coast, the first two Texas locations are now open and operating.
With plans to open additional franchise locations throughout 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.
Given the differentiators, Coconut’s stands as a premium brand in the fast-casual category. To preserve the brand equity it has built, Coconut’s has taken an extremely calculated and methodical approach to awarding franchise opportunities. Qualified franchisees should embrace the Aloha spirit that has cultivated Coconut’s culture.
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