Slapfish is a

fast casual A fast casual restaurant, found primarily in the United States and Canada, does not offer full table service, but advertises higher quality food than fast food restaurants, with fewer frozen or processed ingredients. It is an intermediate concep ...

seafood restaurant chain founded by

Andrew Gruel Andrew Gruel (born July 12, 1980) is an American chef and television personality, based in Orange County, California. He appeared as a judge on Food Network's '' Food Truck Face Off'' and as a host of FYI's ''Say It to My Face!'', and is the fou ...

. Headquartered in

Huntington Beach, California Huntington Beach is a seaside city in Orange County, California, Orange County in Southern California, located southeast of Downtown Los Angeles. The city is named after American businessman Henry E. Huntington. The population was 198,711 duri ...

, as of 2018 there are over 11 locations in the

Southwestern United States The Southwestern United States, also known as the American Southwest or simply the Southwest, is a geographic and cultural region of the United States that generally includes Arizona, New Mexico, and adjacent portions of California, Colorado, Ne ...

, with new locations opening in other states including

Indiana Indiana () is a U.S. state in the Midwestern United States. It is the 38th-largest by area and the 17th-most populous of the 50 States. Its capital and largest city is Indianapolis. Indiana was admitted to the United States as the 19th s ...

Maryland Maryland ( ) is a state in the Mid-Atlantic region of the United States. It shares borders with Virginia, West Virginia, and the District of Columbia to its south and west; Pennsylvania to its north; and Delaware and the Atlantic Ocean to ...

Nevada Nevada ( ; ) is a U.S. state, state in the Western United States, Western region of the United States. It is bordered by Oregon to the northwest, Idaho to the northeast, California to the west, Arizona to the southeast, and Utah to the east. N ...

Arizona Arizona ( ; nv, Hoozdo Hahoodzo ; ood, Alĭ ṣonak ) is a state in the Southwestern United States. It is the 6th largest and the 14th most populous of the 50 states. Its capital and largest city is Phoenix. Arizona is part of the Fou ...

Colorado Colorado (, other variants) is a state in the Mountain West subregion of the Western United States. It encompasses most of the Southern Rocky Mountains, as well as the northeastern portion of the Colorado Plateau and the western edge of t ...

, and

Texas Texas (, ; Spanish language, Spanish: ''Texas'', ''Tejas'') is a state in the South Central United States, South Central region of the United States. At 268,596 square miles (695,662 km2), and with more than 29.1 million residents in 2 ...

History

In May 2011, American chef Andrew Gruel founded Slapfish with a retrofitted

food truck A food truck is a large motorized vehicle (such as a van) or trailer, equipped to cook, prepare, serve, and/or sell food. Some, including ice cream trucks, sell frozen or prepackaged food; others have on-board kitchens and prepare food from scratc ...

selling seafood from California and

lobster Lobsters are a family (biology), family (Nephropidae, Synonym (taxonomy), synonym Homaridae) of marine crustaceans. They have long bodies with muscular tails and live in crevices or burrows on the sea floor. Three of their five pairs of legs ...

from

Maine Maine () is a state in the New England and Northeastern regions of the United States. It borders New Hampshire to the west, the Gulf of Maine to the southeast, and the Canadian provinces of New Brunswick and Quebec to the northeast and north ...

. Within three months he had three food trucks in

Los Angeles Los Angeles ( ; es, Los Ángeles, link=no , ), often referred to by its initials L.A., is the largest city in the state of California and the second most populous city in the United States after New York City, as well as one of the world' ...

and

Orange County Orange County most commonly refers to: *Orange County, California, part of the Los Angeles metropolitan area Orange County may also refer to: U.S. counties *Orange County, Florida, containing Orlando *Orange County, Indiana *Orange County, New ...

.Nancy Luna
"Luna: Slapfish to begin franchising,"
''

Orange County Register ''The Orange County Register'' is a paid daily newspaper published in California. The ''Register'', published in Orange County, California, is owned by the private equity firm Alden Global Capital via its Digital Fiest/Media News subsidiaries. ...

'', September 4, 2013.Anthony Clark Carpio
"Growth proves slow but business leaders have hope,"
''Los Angeles Times'', January 8, 2014.Susan Adams
"Started As A Food Truck, Slapfish Is Trying To Be The 'Chipotle Of Seafood',"
''

Forbes ''Forbes'' () is an American business magazine owned by Integrated Whale Media Investments and the Forbes family. Published eight times a year, it features articles on finance, industry, investing, and marketing topics. ''Forbes'' also re ...

'', October 27, 2016. Working directly with fishing boats to create a supply chain for seafood led to the restaurant concept.Karissa Neely
"Slapfish brings California seafood to Lehi,"
''

Daily Herald Daily or The Daily may refer to: Journalism * Daily newspaper, newspaper issued on five to seven day of most weeks * ''The Daily'' (podcast), a podcast by ''The New York Times'' * ''The Daily'' (News Corporation), a defunct US-based iPad new ...

'' (Utah), March 16, 2017. In early 2012, he raised money from family and friends to convert an old bagel shop in Huntington Beach into Slapfish's first brick-and-mortar restaurant, serving fast casual seafood. The menu has expanded significantly since its beginnings as a food truck selling three items.Ted Scheffler
"Come on, Get Slappy,"
''

Salt Lake City Weekly ''Salt Lake City Weekly'' (usually shortened to ''City Weekly'') is a free alternative weekly tabloid-paged newspaper published in Salt Lake City, Utah. It began as ''Private Eye''. ''City Weekly'' is published and dated for every Thursday by C ...

'', November 8, 2017. Slapfish serves only

sustainable seafood Sustainable seafood is seafood that is caught or farmed in ways that consider the long-term vitality of harvested species and the well-being of the oceans, as well as the livelihoods of fisheries-dependent communities. It was first promoted throug ...

, with a commitment certified by the

Marine Stewardship Council The Marine Stewardship Council (MSC) is a non-profit organization which aims to set standards for sustainable fishing. Fisheries that wish to demonstrate they are well-managed and sustainable compared to the MSC's standards are assessed by a te ...

, an organization that measures the level of seafood stocks. As of 2017, there are seven Slapfish locations in Southern California, two company-owned and five franchised. The Lehi, Utah, location was the first outside of California, opening in March 2017, with a second Utah location opened in November 2017. In October 2017, a new franchise was opened in Albuquerque, New Mexico. In December 2017, Slapfish announced plans to open Raw Bar by Slapfish, which will serve chilled seafood and oysters next door to the flagship location in Huntington Beach. The company has also announced plans to open restaurants in

Florida Florida is a state located in the Southeastern region of the United States. Florida is bordered to the west by the Gulf of Mexico, to the northwest by Alabama, to the north by Georgia, to the east by the Bahamas and Atlantic Ocean, and to ...

, the

United Kingdom The United Kingdom of Great Britain and Northern Ireland, commonly known as the United Kingdom (UK) or Britain, is a country in Europe, off the north-western coast of the continental mainland. It comprises England, Scotland, Wales and North ...

and

South Korea South Korea, officially the Republic of Korea (ROK), is a country in East Asia, constituting the southern part of the Korea, Korean Peninsula and sharing a Korean Demilitarized Zone, land border with North Korea. Its western border is formed ...

. In July 2019, they debuted their first location in the Midwest, opening a franchise in Noblesville, Indiana.

Format

Slapfish has been described as "the

Chipotle A chipotle (, ; ), or ''chilpotle'', is a smoking (food), smoke-dried ripe jalapeño chili pepper used for seasoning. It is a chili used primarily in Mexican cuisine, Mexican and Mexican-inspired cuisines, such as Tex-Mex cuisine, Tex-Mex and So ...

of seafood."Candice Woo
"Seafood-Based Fast-Casual Slapfish Swimming Into San Diego,"
Eater San Diego, January 25, 2017. The store concept of a self-described "modern seafood shack" is based on seafood huts typically found in Southern California and Mexico.

Locations

United States

Glendale, Arizona Glendale () is a city in Maricopa County, Arizona, Maricopa County, Arizona, United States, located approximately northwest of Downtown Phoenix. As of the 2020 United States census, 2020 census, it had a population of 248,325. History In the la ...

Brea, California Brea (; Spanish for "tar") is a city in northern Orange County, California. The population as of the 2010 census was 39,282. It is southeast of Los Angeles. Brea is part of the Los Angeles metropolitan area. The city began as a center of cru ...

Irvine, California Irvine () is a Planned community, master-planned city in South Orange County, California, United States, in the Los Angeles metropolitan area. The Irvine Company started developing the area in the 1960s and the city was formally incorporated on ...

Laguna Beach, California Laguna Beach (; ''Laguna'', Spanish language, Spanish for "Lagoon") is a seaside resort city located in southern Orange County, California, in the United States. It is known for its mild year-round climate, scenic coves, environmental preservat ...

Los Angeles, California Los Angeles ( ; es, Los Ángeles, link=no , ), often referred to by its initials L.A., is the largest city in the state of California and the second most populous city in the United States after New York City, as well as one of the world' ...

Newport Beach, California Newport Beach is a coastal city in South Orange County, California. Newport Beach is known for swimming and sandy beaches. Newport Harbor once supported maritime industries however today, it is used mostly for recreation. Balboa Island, Newport ...

San Clemente, California San Clemente (; Spanish for " St. Clement") is a city in Orange County, California. Located in the Orange Coast region of the South Coast of California, San Clemente's population was 64,293 in at the 2020 census. Situated roughly midway betwee ...

San Jose, California San Jose, officially San José (; ; ), is a major city in the U.S. state of California that is the cultural, financial, and political center of Silicon Valley and largest city in Northern California by both population and area. With a 2020 popul ...

Orlando, Florida Orlando () is a city in the U.S. state of Florida and is the county seat of Orange County, Florida, Orange County. In Central Florida, it is the center of the Greater Orlando, Orlando metropolitan area, which had a population of 2,509,831, acco ...

Noblesville, Indiana Noblesville is a city in and the county seat of Hamilton County, Indiana, Hamilton County, Indiana, United States, a part of the north Indianapolis suburbs along the White River (Indiana), White River. The population was 51,969 at the 2010 Unite ...

Fishers, Indiana Fishers is a city in Fall Creek and Delaware townships, Hamilton County, Indiana, United States. As of the 2010 census the population was 76,794, and by 2019 the estimated population was 95,310. A suburb of Indianapolis, Fishers has grown rapidl ...

Indianapolis, Indiana Indianapolis (), colloquially known as Indy, is the state capital and most populous city of the U.S. state of Indiana and the seat of Marion County. According to the U.S. Census Bureau, the consolidated population of Indianapolis and Mari ...

Rockville, Maryland Rockville is a city that serves as the county seat of Montgomery County, Maryland, and is part of the Baltimore–Washington metropolitan area. The 2020 census tabulated Rockville's population at 67,117, making it the fifth-largest community in ...

Albuquerque, New Mexico Albuquerque ( ; ), ; kee, Arawageeki; tow, Vakêêke; zun, Alo:ke:k'ya; apj, Gołgéeki'yé. abbreviated ABQ, is the most populous city in the U.S. state of New Mexico. Its nicknames, The Duke City and Burque, both reference its founding in ...

Lehi, Utah Lehi ( ) is a city in Utah County, Utah, United States. It is named after Lehi, a prophet in the Book of Mormon. The population was 75,907 at the 2020 census, up from 47,407 in 2010. The rapid growth in Lehi is due, in part, to the rapid develo ...

Park City, Utah Park City is a city in Utah, United States. The vast majority is in Summit County, and it extends into Wasatch County. It is considered to be part of the Wasatch Back. The city is southeast of downtown Salt Lake City and from Salt Lake City' ...

Sandy, Utah Sandy is a city in the Salt Lake City metropolitan area, located in Salt Lake County, Utah, United States. The population of Sandy was 87,461 at the 2010 census, making it the sixth-largest city in Utah. The population is currently estimated ...

Farmington, Utah Farmington is a city in Davis County, Utah, United States. The population was 24,531 at the 2020 census. The Lagoon Amusement Park and Station Park transit-oriented retail center (which includes a FrontRunner train station) are located in Farmi ...

Oklahoma City, Oklahoma Oklahoma City (), officially the City of Oklahoma City, and often shortened to OKC, is the capital and largest city of the U.S. state of Oklahoma. The county seat of Oklahoma County, it ranks 20th among United States cities in population, and ...

Arlington, VA Arlington County is a county in the Commonwealth of Virginia. The county is situated in Northern Virginia on the southwestern bank of the Potomac River directly across from the District of Columbia, of which it was once a part. The county is ...

References

External links