Shuckin’ Shack Oyster Bar started as a 900-square-foot shack in the coastal town of Carolina Beach, North Carolina. Opened by two friends Sean Cook and Matt Piccinin as a simple oyster bar in 2007, the company has quickly become a quintessential seafood staple. As the brand grew, its vision remained clear: Create a comfortable local establishment that would appeal to families of all ages and demographics, providing not only a relaxed lifestyle experience, but also the highest-quality seafood and cocktails possible. 

After opening a successful second location in Historic Wilmington, North Carolina, Shuckin’ Shack decided to dive into franchising in 2014. Since then, the seafood hangout has been gearing up for explosive growth, opening 16 locations across five different states including North Carolina, South Carolina, Maryland and Georgia. 

Now, as the brand continues this year’s phase of growth, the company has identified a new target market not far from its home base in Columbia, South Carolina. The state’s capital city and its surrounding area have been pinpointed as Shuckin’ Shack’s hottest new development opportunity for successful franchising. 

“Columbia fits in line with a lot of our southern markets,” said Shuckin’ Shack CEO Jonathan Weathington. “It's a growing city with a great demographic.”

The area is ideal for Shuckin’ Shack’s customer base, where a combination of single family homes and young professionals bring out a lucrative demographic for the laid-back oyster bar. The city is “driven by universities and stable communities with access to technology,” said Weathington. “It has all the makings of a market that has already proven to be successful.”

Since day one, Shuckin’ Shack has been committed to opening stores that make sense geographically, competitively and financially.

The development push comes with the recognition of an untapped market in Columbia proper. “There are no major restaurants like us there to compete with, other than a few local joints,” said Weathington. 

In addition to being a high-opportunity market, the Columbia area is also close to Shuckin’ Shacks’ heart. The company’s co-founder is from the South Carolina town and has expressed confidence that the brand would thrive in its distinct market, said Weathington, who is also extremely familiar with the city as it lays between a variety of their already-established storefronts.

In terms of growth, Columbia offers the perfect opportunity. “Columbia proper is a fairly large area,” Weathington said. “It is about the size of Wilmington and is near other outliers, such as Lexington, that offer franchisees the opportunity for expansion.” 

Columbia proper is not a single-store market, Weathington noted, as it offers a variety of possible expansion strategies. 

“Right now the market capacity is two to three locations,” Weathington said. “It all depends on strategic placement. We have identified places we have an interest in, but it all depends on where we land the first one.” 

The company has identified three submarkets and neighborhoods that stand out as prime areas for development in the larger Columbia area. 

“There are a few neighborhoods we are excited about,” said Weathington. “The first being Five Points, the entertainment district downtown that attracts an abundance of locals and tourists, including plenty of people from South Carolina looking for something to do.”

Weathington also noted Irmo, the lake-side neighborhood northwest of downtown Columbia, as an ideal area with lots of single family homes and young professionals. Similarly, Lexington offers an active community and large population, perfect for Shuckin’ Shack’s growth.

To take full advantage of Columbia’s potential opportunity, Shuckin’ Shack is targeting dedicated, “no holds barred” franchisees in the metro area who are committed to providing great customer service and value from the Shuckin’ Shack brand. While previous restaurant industry experience is helpful, Weathington noted, the brand is primarily looking for genuine and authentic franchise partners who will provide the ultimate service to everyone who walks through the door.

“We have been marketing on and off for several years but just haven't found the right folks yet,” said Weathington. “We would be more than happy to do a meet-and-greet if there is interest as we are always in the area. We are confident that with the right franchisees, we would do exceptionally in Columbia.”

The startup 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.