SoCal Seafood Sensation Slapfish Swims Into San Diego In 2017

December 13, 2016

Known for its "boat to plate dining" and an incredible social media following, Southern California based Slapfish Restaurant Group is hunting a San Diego space as part of its plans to open more than 50 franchised locations in six states in the coming years. The company has confirmed that it plans to open its first Slapfish eatery in America's Finest City by the end of 2017.

Slapfish is a modern, fast-casual seafood restaurant that was started as a food truck by Chef Andrew Gruel and entrepreneur and seafood wholesaler Jethro Naude in 2011. The franchise now has 6 brick-and-mortar locations - five in Orange County and one at Los Angeles International Airport - with plans on opening more than 50 Slapfish outposts throughout California, Utah, Idaho, Arizona, Nevada, Colorado, Texas and New York City over the next couple years. To help with the expansion, the company has teamed up with Fransmart, the franchising firm responsible for the rapid rise of such brands as Five Guys and Halal Guys.

Slapfish has grown an impressive social media following due to its photogenic menu of sinfully seductive seafood sandwiches, burritos, smothered fries and salads. Most everything on the menu is less than $15 - from the Clobster grilled cheese to the seared fish plate to the addicting chowder fries.

Slapfish claims to be wholly devoted to sustainably sourcing its seafood, with the menu said to be frequently reviewed by a team of experts and scientists in conservation and marine biology at the Aquarium of the Pacific’s sustainable seafood program, Seafood for the Future. SlapFish also uses FishWatch, part of NOAA Fisheries Service, the U.S. authority on marine fisheries science, conservation and management, and the World Wildlife Foundation. The restaurant also sources most of its other ingredients from local farms and purveyors around each individual location.

The San Diego Slapfish is still not locked down, but sources confirm that it is expected to open by the end of 2017, with possibly more than one location on the way. We'll be sure to let you know when we learn more. Until then, for more information, visit and check out the sample menu below.