Five years after opening its first eatery, executives with the Boneheads fast-casual seafood restaurant chain are planning more aggressive expansion.
Boneheads, which touts itself as a grilled fish and piri piri chicken concept, has five locations throughout the Southeast United States. Boneheads focuses on healthy food in a casual environment, much like Moe’s Southwest Grill, which was owned by Raving Brands, the company that also initially created Boneheads.
Boneheads has been under independent ownership for the past two years and the company is now poised to expand with franchised locations throughout the country. Executives plan to open around 30 new units by the end of 2013, and an additional 30 or more in 2014.
“When people make the choice to eat out, they are going to choose a healthy option that is excellent quality food for a fast price. A piece of grilled mahi and zucchini tastes great and is under 500 calories,” said Kevin Brock, president of Boneheads. To play up the health benefits of eating seafood, Boneheads plans to add fun educational messages about seafood in the near future. “We are going to start highlighting all the good things about seafood – including omega-3s and what doctors are saying about seafood,” Brock said.
One of Boneheads’ primary offerings is a grilled seafood meal served with rice and a side. Grilled fish options include: catfish, mahimahi, salmon, ahi tuna, shrimp skewers, tilapia, grouper and trigger fish. Boneheads also sells shrimp and fish tacos, grilled fish sandwiches and clam chowder.
While the prices vary by location, Boneheads’ grilled fish dinners range from USD 9.99 to USD 12.99 each.
Boneheads works with a third-party foodservice vendor that manages its food purchasing, and buys seafood based on contracted prices with the vendor.
“The company tells us if a certain fish like triggerfish is going to be plentiful, so we know it is time for a limited time offer,” Brock said.
