The Culinary Edge (TCE), America’s leading culinary innovation agency offering future-driven solutions for foodservice brands, announced today its partnership with Slapfish, chef-driven seafood restaurants, to bring the brand’s newest coastal seafood kitchen concept to three of its restaurants in the Salt Lake City market. The new and improved restaurants will open to the public on Monday, January 30. Designed to deliver on the whitespace for approachable and elevated seafood in the fast-casual space, Slapfish has created a bold offering by combining fearless flavors, fan-favorite forms, and responsibly sourced seafood that guests can’t find anywhere else. Conveniently located throughout Greater Salt Lake City, each of the reimagined Slapfish locations will offer a revolutionized take on seafood cuisine paired with unwavering hospitality. 

Founded by Andrew Gruel in 2011, Slapfish began as a food truck before growing into the fast-casual seafood concept with more than 20 locations throughout the U.S. The brand was recently acquired by Mac Haik Enterprises in October 2022.

“Slapfish has always been at the forefront of delivering bold flavors and Instagram worthy seafood dishes that is rarely found on the fast-casual sea of brand. To continue to push the envelope and maintain relevancy, we view this as an opportune time to elevate our menu, and allow our guests to be in charge of their Slapfish Voyage,” says Dan Anfinson, President, The Slapfish Company, LLC. “Our focus is to maintain the highest quality ingredients at an affordable price point, creating seafood for the every day. Guests can guarantee they’ll always enjoy a fresh and original meal for lunch or dinner at Slapfish. We are certain both our new and loyal guests will revel in the updated Slapfish experience, and we look forward to unveiling it to more locations in the future.”

Slapfish boasts its commitment to excellence through careful preparation and quality ingredients showcased throughout its new menu – brought to life by The Culinary Edge’s unmatched team of innovators. Focused on creative customization, the “seariously fresh” menu will allow guests to choose your voyage providing the opportunity to modify meals based on cravings while staying true to the healthy, delicious convenience that Slapfish prides itself on. The menu customization process will include: 

Pick a protein. The seafood proteins include familiar favorites like Grilled Salmon, Grilled or Crispy White Fish, Seared Ahi Tuna, and Grilled or Crispy Shrimp. Not a seafood aficionado? Guests can also opt for Grilled or Crispy Chicken, or the more health and environmentally conscious can select Plant-based Seafood.

Pick a format. Perhaps the most flexible benefit of the new menu is the option to build your meal as a Salad, Bowl, Sandwich, or Tacos.

Pick a sauce. Finish off your meal with one of our five homemade sauces which cover a range of flavor profiles from light to creamy, spicy to sweet including Herby Chimichurri, Sriracha Honey Lime, Sesame Soy Glaze, Greek Yogurt Ranch, and the brand’s signature Slap Sauce.

Aimed at covering a range of healthy to indulgent needs, Slapfish’s desirable flagship items will continue to hold prime real estate on the new Salt Lake City menus such as the Lobster Roll, The Clobster Grilled Cheese, Fish & Chips, Epic Shrimp Burrito, and Poke Bowl. But don’t forget to save room for the bites and sides! Slapfish will also offer veggie-forward, shareable options with fried favorites. In celebration of the grand re-opening, guests can enjoy Clam Chowder and Chowder Tots for a limited time, so get them while they’re hot!

“Our goal is to show how fresh seafood can be both an affordable everyday staple, and a stand-out addition to fast casual options. It doesn’t have to be too bland or too indulgent. We changed the brand’s structure to balance fun flavors with familiar forms.” says Graham Humphreys, CEO at The Culinary Edge. "Following suit with best-in-class fast-casuals, we gave guests the option of signature favorites, or custom builds. To communicate this new proposition, we created a brand identity that conveys the spirit of fun at the heart of the brand,” added Sam Aronson, Strategist.