Andrew Gruel,the 36-year-old founder of the concept, started working in the fine dining industry, but his life changed when he began a position as the director of Seafood at the Aquarium of the Pacific.
In 2011, he missed the restaurant industry and decided to start a new venture because he recognized that there was a gap in the restaurant market.
"At the time there was a huge gap in the market. The only option you had for seafood was fine dining or cheap Long John Silver’s style. In every other sector of food you started to see better pizza, the better burger movement. In the fast casual realm, a step up from fast food and a step down from casual dining, there was nothing for seafood," said Gruel to "Forbes."
With limited funds available, Gruel leased a truck and started to serve only three menu items out of it big sloppy fish sandwich, a fish taco and a lobster roll. He would hit up popular areas in Orange County and Los Angeles first.