Carving a Niche in the "Faster-Casual" Market

With a growing emphasis on fish as a healthy dining alternative, Joey’s Seafood & Grill is finding there is serious interest from Middle Americans for high quality seafood. Particularly when served in a welcoming, open atmosphere at moderate prices.

Joey’s will take you on an adventure in great taste. The impressive array of hand-cut and homemade seafood choices available start with hand-battered calamari tossed with Joey’s own seasonings. Or if you’re a crab lover you’ll want to dive into Joey’s homemade crab cakes with authentic remoulade sauce.

The adventure will continue with any of the select menu items, from world-famous fish & chips and plump, juicy shrimp to mouth-watering ocean and local fish entrees. All prepared in unique flavorful ways with signature batters and sauces. In addition to world-class seafood entrees, Joey’s also offers tempting menu items such as pastas with homemade sauces, unique certified Angus beef burgers like the blue crab burger, rib eye steaks and select chicken entrees.

“That’s what makes Joey’s Seafood and Grill unique,” says Brad Birnberg, President and COO for Joey’s Seafood & Grill Franchising USA. “We’re a full-service restaurant, serving a variety of fresh foods. It’s not fast food, it’s fresh food fast, and the speed is a tremendous convenience to the guests.”

Because of the efficiencies of the kitchen, menu and the quick turnover of diners, Joey’s Seafood and Grill requires a limited number of employees and can keep prices moderate.

“This is the only mid-priced seafood restaurant concept around,” says Greg Poling , vice-president of market development. “There are some high end franchises with high prices. There are inexpensive, limited menu restaurants with mostly breaded and fried foods. But with our high quality, preparation options and moderately priced menu, we fulfill a market void where there’s very little competition.”

Because of the efficiencies of the kitchen, menu and the quick turnover of diners, Joey’s Seafood and Grill requires a limited number of employees and can keep prices moderate.

“This is the only mid-priced seafood restaurant concept around,” says Greg Poling , vice-president of market development. “There are some high end franchises with high prices. There are inexpensive, limited menu restaurants with mostly breaded and fried foods. But with our high quality, preparation options and moderately priced menu, we fulfill a market void where there’s very little competition.”

In late 2002, the US development rights were purchased by a group of investors including the Kristal family, founders of Embers America Family Restaurants. Expanding on the Canadian concept, the American developers have added some additional pizzazz. The menu was diversified and broadened for the American taste, adding popular items such as crab cakes and jambalaya.

Healthier options, including low fat preparation choices (blackened, Cajun, poached, sautéed in lemon) were added. Diners will find both real and virtual aquariums – TV’s playing the latest news and sports. Joey’s Seafood and Grill USA (headquartered in St. Paul , Minnesota ) expect to have 750-1,000 restaurants nationwide. They plan to open more than 150 across the nation in the next three years.

With a smaller initial investment, efficient operating costs, and a high demand product, franchisees can expect to appeal to a very broad demographic with a product offering that continues to increase in popularity.” This makes Joey’s Seafood and Grill particularly attractive to people interested in acquiring multiple units, with or without hands-on management. Building on a proven track record in Canada and a solid operating system, Joey’s Seafood and Grill will assist approved franchisees with site selection, lease negotiation and facility design, then provide extensive training. Franchisees receive extremely competitive pricing on the equipment, furniture and fixtures needed for their restaurants.

On-site help from an operations specialist is provided during the initial startup, to assist with hiring and training staff and setting up systems.

Creating the Joey’s moment is a goal of the marketing team. Joey’s is constantly thinking up fun and new ideas to make the guest experience more enjoyable. Joey’s recently began running a “Captain’s Table” where every guest seated at that table get first class treatment and experiences some of the items that has made Joey’s famous. “Our goal is to build a long and successful relationship between the corporate office and franchisee,” says Birnberg.

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