Island Fin Poké Co., a fast-casual restaurant known for its flavorful Hawaiian-style poké bowls and superior guest experience, is poised for explosive growth over the next year. Founded in 2017 and franchised in 2018, the Florida-based brand currently has 28 locations open, with another seven opening this year and 63 sold, including a recent three-unit deal in Sacramento, California. By Brianna Bohn
Island Fin Poké Co., a fast-casual restaurant known for its flavorful Hawaiian-style poké bowls and superior guest experience, is poised for explosive growth over the next year. Founded in 2017 and franchised in 2018, the Florida-based brand currently has 28 locations open, with another seven opening this year and 63 sold, including a recent three-unit deal in Sacramento, California.
According to the International Franchise Association’s annual study, the 2023 Franchising Economic Outlook, quick-service restaurants are expected to “witness the strongest industry growth” in 2023. With Island Fin Poké Co.’s commitment to the guest experience and franchisee growth, it is edging out other poké restaurants as a top performer.
Mark Setterington, CEO and co-owner of Island Fin Poké Co, is focused on achieving the vision he set in 2016, setting the bar higher every year with mindful growth through innovation and reflection. “I have a tattoo on my arm that says #FYP, and that’s my five-year plan,” he said. “I want 100 restaurants. It’s not about pride or a desire to make a million dollars. This is my five-year plan because I know our food and experience are superior, and I want people all over to experience that.”
While some people may associate quick-service restaurants with ultra-processed food and dirty tables, Island Fin Poké Co. provides an elevated quick-service dining experience, where guests order from a build-your-own menu that features farm-to-fork ingredients, including sustainably sourced fish, other proteins, rice, mix-ins, homemade specialty sauces and toppings. Then, guests eat in a dining room with a team that delivers orders, fills drinks and buses tables.
Everything the brand does is driven by a sense of ‘ohana, or family, bringing people together. Since its creation, Island Fin Poké Co. has welcomed many changes, resulting in brighter, more inviting floor plans and healthy menu additions, including the introduction of Stubborn Soda (a soda made with natural flavors as well as Fair Trade Certified cane sugar) and a sweet and spicy Korean BBQ chicken bowl.
Purposeful, curated updates are tested with satisfaction in mind. And, of course, Setterington makes sure that only the best makes the cut. “We’re always trying new foods and sauces, but we have very strict guardrails. If it’s not as good or as inspired as what we currently have, it’s just not going to make the menu,” he said.
Setterington employs a similar process with bigger systems that encompass all stakeholders: guests, team and franchisees. For instance, after years of using a third-party point of sale and management system, Island Fin Poké Co. partnered with LunchBox for their whitelabel app, which facilitates mobile ordering, functions as a rewards program and even includes a lifestyle element with a nutrition calculator. Other updates include improvements to the employee training system; all training materials are being converted to e-learning and virtual reality options, which will help with consistency as the brand grows.
Also, the brand’s central management system, known as “the Big Island,” is gaining a more robust project management tool. By using this system, franchisees gain access to invaluable resources: marketing tools, important forms and checklists. These improvements align closely with the brand’s goal to stay energized, which is being supported by a recent partnership with InnoVision Marketing Group.
In just three months, franchisees have benefited from the digital marketing powerhouse with its freshly designed advertisements and digital program, resulting in 9,000 walk-ins. InnoVision also has revamped the Island Fin Poké Co. website, which has generated almost 2 million impressions.
In the words of Setterington, “Everything has been pretty spectacular!”
Brianna Bohn