Confusion and excitement ripple through the Aussie community in New York City as a beloved Australian food chain makes its debut in the bustling streets, albeit under a different moniker, leaving locals eager to taste a slice of home.
The bustling streets of New York City are abuzz with chatter as a renowned Australian food chain sets foot in the city, but with a surprising twist. Fishbowl, the brainchild of Nic Pestalozzi, Nathan Dalah, and Casper Ettelson, renowned for its Asian-inspired salad and protein bowls, has ventured into the heart of New York under the name “Thisbowl,” slated to open its doors in mid-2024.
With eyes set on conquering the New York market, Nic Pestalozzi, one of the founders, expressed confidence in the venture, recognizing New York’s status as the epicenter of global retail. Despite debates about other potential cities like Los Angeles or London, the founders were steadfast in their decision to make a splash in New York, viewing it as a gateway to global success.
Since its inception in Bondi Beach in 2016, Fishbowl has been synonymous with healthy living, crafting salad bowls infused with Japanese, Malaysian, Southeast Asian, and Chinese influences. The founders’ vision was to create a brand embodying the vibrant Australian lifestyle, resonating with health-conscious consumers.
Despite the name change to Thisbowl, the essence of the Fishbowl experience remains intact, reassuring Aussies in New York of a taste of home. However, the unexpected transformation has left many expats bewildered yet excited at the prospect of reliving familiar flavors in a distant land.
With a diverse menu boasting coconut chicken bowls and signature offerings like the O.G. featuring salmon sashimi or poached chicken, Fishbowl’s foray into the bustling New York food scene promises healthy and delectable options at affordable prices, all below $20.
Fishbowl’s rapid expansion across Australia, with 46 stores now open across Victoria, NSW, and Queensland, underscores its commitment to promoting healthier lifestyle choices. The company’s innovative approach, characterized by lower fit-out costs and centralized food production, has fueled its meteoric rise, surpassing $50 million in revenues in the past year alone.
As Fishbowl sets its sights on a $100 million target for 2025 and embarks on global expansion, starting with New York’s iconic 65 Bleecker, the founders remain dedicated to their “store one” mentality, prioritizing excellence store-by-store. With private Australian investors on board and a steadfast focus on empowering consumers to make healthier choices, Fishbowl’s journey from Bondi Beach to the bustling streets of New York exemplifies the power of Aussie entrepreneurship and culinary innovation.
