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From Sea to Shore: Shuckin’ Shack Debuts New Burgers and Sandwiches, Tests Brunch Options
From Sea to Shore: Shuckin’ Shack Debuts New Burgers and Sandwiches, Tests Brunch Options

The franchise has come a long way from gluing its first menu to the flap of a case of beer.

Shuckin’ Shack Oyster Bar has always offered so much more than just oysters—from a genuine laid-back atmosphere to exceptional customer service to fresh seafood of all varieties.

And with its latest and greatest menu additions, Shuckin’ Shack is now offering new burgers and sandwiches perfect for any craving—whether they are of land or sea.

“When we looked at expanding our menu, we had one overarching goal in mind: serving our guests to the highest of our ability,” said Jonathan Weathington, CEO of Shuckin’ Shack. “We strive to exceed expectations at every turn, and with our delicious new entrees, we have even more of a little something for everyone.”

Chief Operations Officer Bill Bartlett echoed Weathington’s sentiments. “The reasoning behind creating some of the new items is that we wanted to make sure we were appealing to a wider demographic,” said Bartlett.

“Seafood is still at our core because that’s what we do best and who we are,” Bartlett continued, “but we want everyone to have a choice when they come into our restaurants. We’re also hoping to increase our lunch appeal as well.”

The franchise tested the new items internally before rolling them out to the downtown Wilmington restaurant and four other lucky locations. Leading up to the permanent spot on the menu, guests had the chance to rate the items—a truly democratic process for a decidedly cool brand.

Land-lovers and sea-farers alike can dig into Shuckin’ Shack’s new Breakwater Burger, a steakburger topped with caramelized onions, American cheese, lettuce, tomato and the restaurant’s signature sauce. Meanwhile, the Tree Hugger black bean burger offers vegetarians and vegetarians-for-the-meal a bit of a kick—with chips and salsa on the side.

“The new burger is in my opinion one of the best out there,” said Bartlett. “Everything is also very customizable. Chicken tenders are a new protein option that can be added to salads and quesadillas. We know the allergens in our menu well and listen to our guests to accommodate just about anything.”

“We wanted to make sure people who don’t love fish—or aren’t in the mood—have great options to choose from when they come in to spend a couple of hours with us,” said Weathington. “After all, even seafood superfans want to switch it up every once in a while. No matter what mood you’re in, we want to ensure you leave delighted.”

The beefed-up menu has three new sandwich options as well: the Wilbur, a BLT served on Texas Toast, and the Bushwood, a shrimp or chicken classic Club with cheese, bacon, lettuce, tomato and slaw and the Tuxedo T-Shirt, a professional but fun lobster grilled cheese. 

Here’s another exclusive behind-the-scenes sneak peek: Shuckin’ Shack is also currently testing… drumroll, please… BRUNCH OPTIONS.

“Look, there’s no denying the facts—brunch rules,” said Weathington. “There’s no wrong time to roll into a Shuckin’ Shack, so we’re currently testing what we could serve up during those gorgeous breakfast-slash-lunch hours. The feedback has been quite positive.”

Shuckin’s potential brunch options include a Crab Cake Benedict, Chicken and Waffles made with the restaurant’s signature chicken wings, and the Southern classic, Shrimp and Grits. 

“The new menus have definitely been successful so far,” said Weathington. “As a company, we’re up in same store sales by 17%, so we like to think we’re doing something right—and we’ll keep innovating the dining experience as we grow.”

This exciting menu expansion is kind of a big deal for the brand. Since Shuckin’ Shack began franchising in 2014, the company has grown to 16 locations across five states, with several more slated to open by the end of 2019.

This growth is especially impressive if you consider that only 12 years ago the very first Shuckin’ Shack menu was glued to the flap of a beer case. Humble beginnings, indeed.

“Shuckin’ Shack’s co-founder, Matt, printed a menu on craft paper with his home inkjet printer, cut it out and glued it to a beer box flap, then ran it through a lamination machine to bond it all together,” laughed Weathington. “I guess you can say we’ve come a long way.”

You don’t get much more authentic than that.

Shuckin’ Shack is seeking qualified franchisees who prioritize good hospitality and want to be a part of its authentic mission. Start-up costs for a Shuckin’ Shack franchise range from $234,200 to $541,350 and include a $37,500 single-unit franchise fee. For more information on available franchise opportunities, visit https://www.shuckinshackfranchise.com.

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