Here's a look at Fish & Co's revamped menu

It's not just about seafood.

Established in 1998, Fish & Co is a casual, family restaurant chain serving fresh seafood in a pan. It has outlets across Asia including Cambodia, Philippines, Indonesia, and Malaysia. This year marks the restaurant's 15th anniversary with almost 40 outlets in Singapore and the region up its sleeve. 

Aside from its signature dishes, Fish and Co  is offering a fresh twist to every guest's dining experience by innovating its menu. Guests can look forward to Fish and Co's Asian spices, local flavours, and Mediterranean items. It is adding a new roster of non-seafood items such as pasta, pizza, and other chicken combinations. For its 15th anniversary, the restaurant is also sponsoring the National Youth Sailing Championships 2013 which was held in March.

Singapore Business Review interviewed Mr. Hoo Hoe Keat, Deputy Managing Director for Fish & Co. Restaurants Pte Ltd, to know more about the inspiration behind Fish and Co and what guests can look forward to with the restaurant's 15th anniversary this year.

SBR: What motivated you to open this restaurant in Singapore?

15 years ago, while still flying with SIA, our founders noticed that there wasn't any good, casual, western seafood restaurant in Singapore compared to many of the countries that they visited. Seeing this gap, the entrepreneurial spirit in them started to explore the possibilities for Singapore. After much researching, testing, tastings and deliberations, Fish & Co. was born in 1998.

Notwithstanding the very unfavorable economic conditions in 1998 when the world just entered into the 1997 Asian Financial Crisis, Fish & Co. received overwhelming response. From a single restaurant in 1998, Fish & Co. grew from strength to strength, spawning many new outlets in Singapore and other countries like Malaysia, Middle East, Indonesia, Philippines, Cambodia and Brunei.

Today, we celebrate 15 years in the business with a network of close to 40 restaurants in Singapore and the region.

SBR: What can Singaporeans expect from your restaurant that they can't find anywhere else?

At Fish & Co., we strive to ensure that our guest experience is fun, fun and more fun. Our casual, warmth, friendly and fun touches mean that our guests can relax, be at ease and have a good time catching up with loved ones and friends over great food. Our secret recipe for this unique guest experience:

Casualness – A whole spoonful
Warmth – 2 spoonfuls
Fun & Smiles – Heaps and loads of
Great food – A whole pan full

SBR: How does the interior of the restaurant complement with your menu? What do you hope to achieve with the atmosphere inside the restaurant?

The Fish & Co. dining ambience aims to whisk guests away into a rustic, nautically themed environment. We have created various beach houses in malls from Paragon to Vivo City to provide our guests with a very casual and relaxing nautical atmosphere. We also purposefully vary our ambience in selected outlets so that our guests can have their favourite beach houses to spend their precious moments.

SBR: What are you cooking up for your 15 year anniversary?

This year, we celebrate our guests and community. Our guests have always been our number one priority. This year, we are giving our guests greater variety and value. We have recently introduced a newly revamped menu featuring a brand new look with many new creations.

These creations include the use of new seafood from plum white clams, to environmentally friendly and great tasting barramundi to soft shell crabs. We have also expanded our non-seafood items such as new chicken combinations, pastas and pizzas to give our guests greater variety and more reasons to visit.

As we continue to mature as a business, we also firmly believe in giving back to our community. For the first time, Fish & Co. embarked on a titular sponsorship for the Fish & Co. National Youth Sailing Championships 2013.

The Championships, held in March 2013, is one of the key events in Singapore’s sailing calendar.

SBR: What can you tell us about this restaurant that is exclusively for SBR's editorial coverage?

Fish & Co. constantly strives to deliver a lifestyle experience that will have our guest hooked and biting for more.

New staff are trained for a total of 192 hours to appreciate what it takes to deliver the Fish & Co. dining experience. From service etiquette to food recommendations, we strive to ensure that our service staff knows what our customers need and require.

We also take pride in the value added services that we provide to our customers such as our unique birthday celebration that customers have been coming back for over the years. 

We also reward our loyal customers via our Fish & Co. VIP programme. Fish & Co. VIPs get to enjoy attractive rebates on their purchases, special perks limited to VIPs only, tie ups with other merchants and additional bonuses during their birthdays.

For a full listing of Fish & Co. Outlets, kindly log on to: https://www.fish-co.com/locations/singapore