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Dining Guide for Families in Orange County

Slapfish to Debut in Middle East


One of the most popular family dining destinations in Huntington Beach, Slapfish, has just announced their plan to debut in the Middle East. Chef Andrew Gruel and Jethro Naude just signed a franchise deal for the overseas expansion in the Middle East. The franchise development company that assisted with the development has contributed to the growth of Five Guys Burgers and Fries and Qdoba Mexican Grill.

“We have a focus on sustainable seafood and its appeal is not limited to the U.S.,” commented Chef Andrew Gruel, who started Slapfish in 2011 with Partner Jethro Naude, an Environmental Economist with deep roots in the global fishing industry. “Our decision to franchise was fueled by idea that we could spread our concept and its commitment to sustainability to a worldwide audience.”

A spokesperson for the brand adds, “Slapfish presents quality seafood that you can find at fish stands and fresh markets, but in a fast-casual setting. Slapfish provides a product that exceeds any other in this dining category and price point. The emphasis on sustainable seafood is a unique selling point that gives consumers a reason to get excited, and furthermore, we have always been attracted to brands that carry a responsible message.”

Slapfish locations are expected to debut in the Middle East in early 2014. Chef Gruel and Naude are also looking to expand their presence in Southern California with company-owned and operated locations.

Facts, photos, quotes and information provided on behalf of Slapfish.

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