The seared tuna bowl with sesame soy sauce./Picture courtesy of The Culinary Edge.
About 5 months after the model was acquired by Mac Haik Enterprises, Slapfish is about to begin testing an overhaul designed to provide visitors extra choices whereas additionally simplifying the menu.
Mac Haik Enterprises, which acquired the 19-unit fast-casual chain in October, has introduced in consulting agency The Culinary Edge to rethink the menu and model imaging. The brand new format will probably be examined at three company-owned items in Salt Lake Metropolis, beginning Jan. 30, mentioned Dan Anfinson, Slapfish’s president.
Based in 2011 by chef Andrew Gruel, initially out of a meals truck in Southern California, the Slapfish idea has lengthy had the tagline of being a “trendy seafood shack,” identified for chef-driven dishes like lobster rolls, an Epic Shrimp Burrito and a “clobster” grilled cheese sandwich with crab and lobster. Gruel exited the idea on account of the acquisition by Houston-based Mac Haik Enterprises, which can also be an investor in First Watch, the Authentic ChopShop and Bellagreen.
Anfinson mentioned the brand new possession group got down to search for methods to streamline operations and simplify recipes, whereas nonetheless amplifying the model’s taste profiles.
“We needed seafood to be an on a regular basis selection for individuals,” he mentioned.
The largest change to be examined is a shift to a “select your individual voyage” format—and, sure, the seafaring puns to observe are all supposed.
Friends will be capable of choose their protein first, grilled or crispy, together with numerous choices reminiscent of salmon, cod, mahi mahi, seared tuna and shrimp. To get rid of the veto vote, the check will add rooster and plant-based shrimp to the choices.
Subsequent, visitors decide their format: salad, bowl, sandwich or tacos.
After which visitors can choose a sauce, together with choices like chimichurri, sriracha honey lime, sesame soy, Greek yogurt ranch or the signature Slap sauce.
“You may are available for a seven-day work week and get the identical merchandise, however constructed in a different way, and have a distinct taste expertise each time you do it,” Anfinson mentioned
A number of flagship menu objects can even stay on the check menu, together with the lobster rolls and grilled cheese.
The chilly lobster roll with fries./Picture courtesy of The Culinary Edge.
Pricing will probably be based mostly on a barbell mannequin, with decrease entry factors round $10.95 for a rooster possibility, in addition to dishes within the center vary round $16. On the upper finish will probably be some flagship objects just like the lobster roll.
Anfinson mentioned The Culinary Edge labored onerous to guard the chef-created features of Slapfish’s menu, whereas nonetheless placing visitors within the driver’s seat.
“Lots of people really like to be within the driver’s seat, particularly from the worth perspective,” he mentioned. “Once they’re spending their cash, they wish to be in control of the place it goes.”
Graham Humphreys, CEO of The Culinary Edge, mentioned it’s vital to maintain flagship dishes on the menu alongside customizable choices, though most individuals will find yourself selecting the build-your-own journey.
“Flagships make a press release about your model. They excite appetites, and so they carry individuals in,” Humphreys mentioned.
Essentially, he mentioned, the choose-your-voyage format allowed them to do extra with much less.
By way of branding, Humphreys mentioned the check can even remodel Slapfish’s extra East Coast, Maine-inspired vibe to one thing extra world. The tagline will shift from “trendy seafood shack” to “coastal seafood kitchen,” which suggests a extra healthful positioning, he mentioned.
The brand new menu and branding will probably be examined for about six months earlier than the corporate makes any selections about roll out, mentioned Anfinson.
Slapfish has 19 items, of which 11 are firm owned, in eight states.
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