Fishbowl Sydney becomes Thisbowl as menu pivots from seafood
The 60-store salad chain rebands to Thisbowl starting this week because seafood now makes up less than 30 per cent of orders.
Fishbowl, founded in Bondi a decade ago with kingfish, salmon and tuna, is shedding its name this week. About 20 stores will display Thisbowl signage.
Co-founder Nic Pestalozzi said the old name stopped people walking in: they assumed the shop sold only fish. Salmon is the only seafood left, and chicken and beef account for most orders.
The hand-scrawled logo stays the same. Pestalozzi said the founders don't mind if regulars keep calling it Fishbowl.
- More than 60
- Store locations
- Less than 30 percent
- Seafood in orders
- 2016 in Bondi
- Founded
Why it mattersFor Fishbowl's regulars, the rebrand signals the chain is leaving its seafood roots behind and leaning fully into the bowls it actually sells.
AustraliaThe rebrand starts at the Bondi flagship and rolls out across Sydney and Australian outlets by October, affecting how the chain markets itself to new customers who might have avoided it thinking it only sold fish.
✓ Claims checked against the source and corrected before publish. checked 3 d ago
