Fast casual seafood restaurant Pink Fish has opened its second location in Oslo and has announced it is to fast-track openings in both national and international markets. Designed by London-based brand and retail design consultancy Portland Design, the Pink Fish restaurants are a carefully considered concept offering international appeal for global scalability, whilst staying true to its Norwegian heritage. Salmon Company, fronted by Bocuse d’Or winning chef Gier Skeie and Ronny Gjøse, the partners behind Pink Fish, identified a gap in the market for a restaurant that appealed to people on the move or wanting a short break from everyday life to enjoy fresh salmon served with delicious international flavours, at a reasonable price. It’s a fine dining approach adapted for a fast casual food model.
Portland designed the whole experience, from naming the brand to creating the logo, developing a distinctly quirky Norwegian tone of voice – ‘from fjord to fork’ – through to digital strategy and designing the whole restaurant concept with every touch point in between.
Offering global flavours from Asia, the US and Europe and with a motto of ‘fast, fresh flavours’, Pink Fish is designed to be a seamless experience; featuring counter or App ordering, helping todays customers on the move to enjoy salmon in a completely new way.
'With global expansion in mind, Pink Fish needed to be an internationally recognised format. We designed the navigation of the restaurant, the way it works, its look and feel to have the appeal of a familiar set-up wherever in the world the customer may be,' says Lewis Allen, director of branded environments at Portland. 'Portland’s key principle has been to design the stress out of the process. We call it “travelisation’: to travelise a space by taking away all the friction points in the customer journey. This allows customers on the go to take a deep breath, move calmly and easily through the process and enjoy a smile along the way. Rewarding themselves with delicious, feel good food in a space designed just for them,' continues Allen.
'Portland Design has helped us create the buzzing, friendly foodie environment we envisioned, where customers leave feeling happy, nourished and refreshed. We created Pink Fish to share our enthusiasm for Norwegian salmon with the world and to deliver tasty, fresh food and an inviting experience to customers on the go, while aiming to be environmentally friendly in all aspects of our operation. Portland Design understood this vision and drew on their deep insights into the travel and F&B sectors to develop a truly game-changing concept with us,' adds Ronny Gjøse, co-founder & CEO of Pink Fish.
Norwegian authenticity is referenced in the language and environmental design throughout the restaurant, reflecting the Scandinavian democratic principle of healthy quality produce for all, an open and inclusive attitude, a quirky sense of humour and consideration for the environment. Sustainable materials are used in the design of the space, whilst all food packaging is compostable.
Pink Fish is earmarked for airport terminals, shopping centres and high street locations. The founders are currently negotiating a flagship restaurant in Singapore and are setting up an office in China to facilitate entry into the Chinese market. The restaurateur recently picked up the highly commended accolade at the Global RLI Awards 2018 for ‘Most Innovative F&B Concept'.