California Fish Grill Continues to Grow in SoCal

The company is also working on new locations in Long Beach and West Covina, the latter expected to open sometime this month

Joey Reams
Written By Joey Reams
News Writer
Photo: Official

California Fish Grill, a fast‑casual seafood chain founded in Gardena, appears to be working on a new location in Simi Valley at 2920 Tapo Canyon Road, Suite A.

The company’s newest location is set to move into the former home of Romano’s Macaroni Grill, according to a recent liquor license application. It’s unclear when this location will open. Still, it’s one of many that California Fish Grill is working on, in addition to the upcoming location coming to Long Beach. The company is also preparing for a new location in West Covina, at 310 S. California Avenue, which is set to open in the Plaza West Covina sometime this month. Also expected to open this month is a new California Fish Grill in North Las Vegas.

As California Fish Grill expands beyond California into states like Arizona, Nevada, and soon the mid-Atlantic, the fast-casual seafood chain is taking a fresh approach to customer loyalty. Instead of launching a traditional points-based program, the brand is using guest data to personalize marketing and boost retention without the extra cost and complexity. CMO Mark Hardison says that thanks to Olo’s ENGAGE platform, they now have a much clearer picture of who their guests are and what keeps them coming back.

With around 70 percent of orders coming in digitally through kiosks, online, or third-party apps, California Fish Grill can track customer behavior and tailor messaging in more innovative ways. That means more relevant offers, better timing, and fewer blanket promotions. The team also utilizes tools such as post-visit surveys and NPS scores to monitor guest satisfaction, and they’ve found that their most loyal customers are often those visiting multiple locations and trying different proteins. For Hardison and his team, the goal is simple: make every interaction count and keep guests engaged without relying on discounts or gimmicks.

California Fish Grill emphasizes sustainability by serving only seafood that meets rigorous environmental standards. All offerings are either rated “Best Choice” or “Good Alternative” by the Monterey Bay Aquarium’s Seafood Watch program or are eco-certified by third parties. The company sources wild-caught fish using low-impact methods, such as handlines and gill nets, and partners with responsible farms for species like Atlantic salmon, catfish, and shrimp. With a focus on preserving marine ecosystems and supporting sustainable fishing practices, California Fish Grill offers a diverse, responsibly sourced menu featuring options like ahi tuna, sockeye salmon, and branzino.

California Fish Grill Continues to Grow in SoCal
Photo: Official

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Joey Reams was born and raised in San Diego and received a Bachelor's Degree in Journalism at San Francisco State University. While there, he interned for several publications while serving as SFSU's News Editor at Golden Gate Xpress for a semester. After college, Joey has worked in the freelance industry for ten years and counting, writing about community news, the music industry, breaking news, pop culture, and other diverse topics. Before joining What Now Media Group, Joey worked as the News Editor for Pasadena Now. In his free time, he enjoys exploring new cities, trying delicious food, and attending concerts.
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