Friday, March 24, 2017

Coastal Calling for a Legal Fish Bowl

Just when everyone was calling fast casual a floundering sector the Massachusetts based Legal Sea Foods is about to launch a new fast-casual spinoff called Legal Fish Bowl.  Foodservice Solutions® Grocerant Guru® Steven Johnson believes there is a need in the marketplace for more quick service seafood restaurants. 

Legal Sea Foods CEO Roger Berkowitz was quoted saying “The quick-serve prototype is designed to appeal to time-pressed office workers, particularly at lunchtime.  Legal Fish Bowl, which is slated to open this spring, will be a build-your-own bowl concept, with seafood bowls priced at $10-$15. 

Customers can choose from a half dozen chef-created bowls or they can select their own ingredients.
Johnson believes that the proposed check average of $10 to $15 per meal at lunch time is a bit high even for downtown Boston.  However a prototype is just that and Legal Sea Foods team will leverage Limited time offers (LTO’s) to help figure out the right Price +Value +Service Equilibrium. 

Remember that Legal Sea Foods was founded in 1968 and currently operates 35 units in the U.S., making it the nation’s 166th largest chain, according to Technomic data. The company operates several other spinoffs, including the full-service Legal Test Kitchen and Caribbean-themed Legal C Bar.  Success does leave clues and the better-for-you ‘halo’ around seafood is our success clue for today.
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