Popular Australian Restaurant Divides Customers After Sudden Name Change

Popular Australian restaurant chain FISHBOWL is adopting a new identity, rebranding as THISBOWL in a move that has prompted mixed reactions from longtime customers.

The made-to-order, Japanese-Hawaiian-inspired poke bowl brand began in 2016, opening its first 26-square-metre location in Sydney’s Bondi Beach.

Its original menu centred on fresh sashimi such as salmon, tuna and kingfish. Over time, the offering expanded to include seasonal salad and rice bowls packed with a much wider range of ingredients.

Today, the Asian-inspired menu features chicken, beef, tofu and vegetables, while salmon is the only remaining fish option.

“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 told customers in an email.

“We were three young and hungry mates who couldn’t find food that was fresh, delicious, healthy and affordable. So we took the leap and decided to create it ourselves.

“Now, 10 years later, we’re moving from FISHBOWL to THISBOWL. The reason is simple: our menu has grown well beyond fish, and we wanted the name to reflect that there is something for everyone.

“THISBOWL represents everything we enjoy and stand for beyond fish — food, design, music, movement, art, fashion and culture.”

The rebrand will begin at the chain’s original Bondi Beach restaurant.

“There’s no better place to begin the next decade than where the first one started. Same beach, same crew, same energy — just 10 years wiser,” the founders said.

Following a major renovation, the Bondi Beach flagship will reopen as THISBOWL on Saturday, September 26. To mark the occasion, locals will be able to purchase bowls for $10.

“We’re excited to reopen with a dining room that’s twice the size and new outdoor seating, creating a space designed to serve our community for another 10 years and beyond,” the owners said.

“Thank you for 10 years — here’s to many more. Nic, Nathan and Casper, co-founders of THISBOWL, formerly FISHBOWL.”

The announcement has nevertheless left some loyal customers uncertain, with several admitting they feel confused about changing a name they have known and loved for a decade.

“I’m going to miss FISHBOWL. I understand the change, but FISHBOWL has such an iconic ring to it,” one customer said.

SEE ALSO: 8 People Who Should Not Drink Beer And Why – NewsFinale

“I hate it,” another wrote.

Another customer admitted the new name was initially confusing, adding: “This really confused me… But I get it now. The new store looks incredible.”

‘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.

‘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.