The first Simply Fish opened in Camden at the end of last year with its convivial atmosphere and menu of fish and seafood, delivered daily from its own merchants in Cornwall and transformed with a range of Mediterranean, Asian and Middle Eastern influences.
And now owner Chris Singham is fast tracking his plans to expand the brand with Simply Fish St Paul’s opening next month on 13 February. A third outlet will launch in Chiswick in the summer.
“The reaction to Simply Fish has exceeded all our expectations,” says Singham. “Customers seem to love the flexibility of being able to choose their own fish or seafood and then deciding how they want it cooked and accompanied. Our deli offering has also been extremely well received, with time-pressed Camdenites really appreciating the extended opening hours.”
Having ‘road tested’ the model in Camden, Singham is confident that it will work in very varied locations. “We are naturally aware that St Paul’s, with its weekday trading and business and tourist oriented customer base, is very different to Camden, but we believe diners will be equally receptive to what we have to offer. In addition, Chiswick will also be an important development, helping us grow the brand in purely residential areas.”
Singham realises that Simply Fish may have to modify its offering to meet the needs of customers within three such distinct areas, but is adamant that its core values will remain unchanged. “What is important to us at this stage is to demonstrate Simply Fish’s versatility. We are determined not to be pigeon-holed as being suitable for a particular market only.”