Popular restaurant chain FISHBOWL has announced it’s changing its name to THISBOWL – leaving customers divided over the rebranding.
The made-to-order Japanese-Hawaiian-inspired poke bowl bar launched in 2016, starting out in a tiny 26-square-metre store in Bondi Beach.
What started as a simple menu offering fresh sashimi, including salmon, tuna and kingfish, quickly evolved into seasonal salad and rice bowls featuring ingredients beyond ‘fish’.
The Asian-inspired offering now includes chicken, beef, tofu and vegetables, with salmon the only ‘fish’ left on the menu.
‘In 2016, we launched the very first FISHBOWL in Bondi Beach. The mission was simple: Change the culture of fast food,’ co-founders Nic Pestalozzi, Nathan Dalah, and Casper Ettelson said in an email to customers.
‘We were three young and hungry mates, who couldn’t find anything that was fresh, tasty, healthy, and affordable. So we decided to take the leap and create the dream ourselves.
‘Now 10 years on, we’re evolving from FISHBOWL to THISBOWL. Why? It’s pretty simple: We serve a menu that goes far beyond fish, and we wanted our name to reflect that there’s truly something for everyone.
‘Beyond fish, THISBOWL is the sum of everything we love and believe in – food, design, music, movement, art, fashion and culture.’
Popular restaurant chain FISHBOWL has announced it’s changing its name to This Bowl
The name change will roll out at its first ever store in Bondi.
‘There’s no better place to start the next decade than where the first one began. Same beach. Same crew. Same energy – just ten years wiser,’ the owners said.
The newly renovated flagship store in Bondi Beach will reopen as THISBOWL on Saturday, September 26, offering locals $10 bowls to celebrate the name change.
‘We’re excited to re-open – double the dining room, new outdoor seating – built to serve our community for another 10 years and beyond,’ they said.
‘Thank you for 10 years – here’s to many more. Nic, Nathan and Casper. Co-founders, THISBOWL (formerly FISHBOWL).’
However, many customers have revealed they are ‘confused’ over the rebranding of what they have grown to love over the past 10 years.
‘I’m going to miss FISHBOWL! I get the change but FISHBOWL has such an iconic ring to it,’ one said.
‘I hate it,’ another confessed.
The newly renovated flagship store in Bondi Beach will reopen as THISBOWL on Saturday, September 26, offering locals $10 bowls to celebrate the name change
The Asian-inspired offering now includes chicken, beef, tofu and vegetables, with salmon the only ‘fish’ left on the menu
‘This really confused me… But I get it now! New store looks incredible,’ one shared.
‘From fish to THISSSSS,’ another added, along with a heart emoji.
‘What was wrong with FISHBOWL? Now I’ll be confused,’ one suggested.
Up until recently, some admitted they had always assumed FISHBOWL was a restaurant chain offering only seafood, suggesting the name change could help clear up the confusion.
‘I thought that FISHBOWL only served fish bowls! I’ve been missing out. I’m mostly vegetarian and vegan, and my partner only just recently told me that I can get vegan at FISHBOWL! I’m all for the name change yum can’t wait to try it,’ one said.
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Is changing FISHBOWL’s iconic name unfair to loyal customers or a smart move for inclusivity?
‘Clever. Some people really did think they served bowls with fish – seafood only,’ another shared.
‘Omg finally! When I first arrived in Sydney I thought they only served salads with fish, so I never came there as a vegan. Until a friend told me they also had amazing vegetarian/vegan bowls. Marketing wise it’s a very smart move,’ one added.
The salad bar chain started 10 years ago when three friends struggled to find something fresh, delicious and quick to eat when they hung out at the beach.
Fast forward to today, and the chain now has more than 60 restaurants across Australia and the US.
‘One thing is the same – we’re still dreaming about all the ways to make real food you’re excited to eat,’ the co-founders added.