California Fish Grill is an operator of a chain of fast-casual seafood restaurants serving seafood and salads at an affordable price. It serves a broad spectrum of customers, including families.

The company is privately held and has gone through two financing rounds since its founding in 1998. California Fish Grill is estimated to have about 122 employees working in its restaurant and bars. Let’s dive into California Fish Grill’s history, operations, and trademarks.

California Fish Grill History and Operations

California Fish Grill specializes in seafood while offering other seafood-based options on its menus, such as tacos, wraps, salads, beverages, soup, and desserts. Established in 1998 in Gardena, California, the business’ sustainable seafood offerings are served in a laid-back atmosphere at very affordable prices.

On average, most items on the menu cost about $10.

California Fish Grill offers one of the simplest seafood menus to its customers. They prepare and sell about a dozen shellfish species and fish on its menu. These include scallops, which are rare to find at a fast-casual restaurant.

Most of the seafood is flame-grilled, providing a unique taste and flavor. They also offer fried seafood.

According to the CEO, Bob Holden, all fishes, shellfishes, and scallops served in the restaurants are sourced sustainably. This sustainability rule applies to every one of the company’s 38 restaurants.

The seafood is wild-caught and then farmed following the Seafood Watch advisory list. Monterey Bay Aquarium, a non-profit public aquarium in Monterey, California, offers these services to California Fish Grill.

The aquarium is run by biologists dedicated to conservation and sustainability.

Apart from offering great seafood, California Fish Grill also offers a great selection of adult beverages that suit the greater of its demographic. Coupled with its value-minded concept, the restaurant’s exciting menu offerings have helped it grow and thrive over the years.

In 2017, California Fish Grill operated in California with 21 locations across the state. However, in 2018, the company alluded to opening four more locations. In 2019, the company announced its setting foot in Nevada, Arizona, and Colorado.

According to the CEO, expanding to new locations outside California would translate to a 20% to 30% growth rate.

Its locations cover the San Francisco Bay Area, Greater Los Angeles, metropolitan areas of Sacramento, and Las Vegas. By February 2021, the company boasted 38 locations in California plus its Phoenix, Arizona, and Nevada locations.

In 2017, the company reported systemwide sales of $47 million. That represented a 39.7% year-over-year change in sales. California Fish Grill’s headquarters are located in Fullerton, California.

2017 also marked a tremendous growth in its locations, with the business boasting 21 units in the country. That marked a 23.5% year-over-year change in units. On average, each unit was raking in $2.6 million in revenue.

California Fish Grill directly operates its restaurants, unlike most other fast-casual restaurants which operate using the franchising model. The company’s slogan is “Liberating the Love of Seafood.”

The company’s founder still serves on the board of directors. The chain also promotes “healthy indulgence” of seafood through its healthy choice of salads on the menu.

New Location in Phoenix

On December 17, 2020, Dave Cheatham, Darren Pitts, and Morgan Danhoff of Velocity Retail Group represented California Fish Grill in the opening of its new location in Mesa. The new Metro Phoenix location covers 3,183 square feet. It’s located at Mesa Grand, southeast of the U.S. 60 Freeway and Stapley Drive.

Mesa Grand/Spectrum LLC, an entity controlled by Tucson’s DSW Commercial Real Estate, is the property’s Landlord. Mesa is the California Fish Grill’s first location in Arizona.

Bob Holden, the company’s President, and CEO, expressed his excitement about getting into the Arizona market, pledging to offer its new customers the same delicious, affordable seafood the restaurant chain has consistently provided its loyal customers and their families.

The Phoenix location also dons the company’s open layout kitchen, where customers can peek into vegetables and herbs being chopped, fish being hand battered, and meals being cooked on the California Fish Grill’s signature flame grill.

Dave Cheatham, the President of Velocity Retail Group, mentioned his excitement about getting California Fish Grill into Arizona and hinted several more locations are in the works.

Velocity Retail Group has a strong reputation for representing new and emerging brands as they break out into new markets.

California Fish Grill Trademarks

California Fish Grill has obtained or sought federal registration for 15 trademarks. These include “CALIFORNIA FISH GRILL HAS YOU HOOKED,” “LIBERATING THE LOVE OF SEAFOOD,” “S’URGE,” and “CALIFORNIA FISH GRILL CASUAL KITCHEN.”

California Fish Grill obtained federal trademark registration for “CALIFORNIA FISH GRILL HAS YOU HOOKED” in June 2006 and it uses the trademark for its restaurant services.

On January 5, 2016, California Fish Grill obtained federal trademark registration for “LIBERATING THE LOVE OF SEAFOOD,” which it also uses for its restaurant services.