Shopping Centers Today International

MAR 2016

Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)

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taurants — two in Arizona and one in Texas — and Phillips says he has plans to open 25 more on the West Coast. All the mainland units will be franchised, though Phillips will con- tinue to own and operate the original restaurant in Hawaii. Coconut's Fish Cafe seeks franchisees with at least $400,000 in liquid assets. When Phillips decided to expand to the mainland in 2013, it was im- portant to him that the restaurants maintain the Hawaiian look. So each continues to feature the signature surfboard tables and TVs showcas- ing scenes of the Maui coast. For the openings of the units in Plano, Texas; and Scottsdale, Ariz., Phillips brought along his Hawaiian friend Kumu Kimokeo Kapahulehua, a locally known teacher of traditional Hawai- ian culture, to "bless" each restaurant. "Kumu Kimokeo Kapahulehua is known as the King of Maui," Phillips said. "I couldn't think of a better per- son to really educate the staff about Hawaii and the aloha spirit." Since the first mainland opening (Scottsdale), Phillips and his team have become well educated themselves — about their best customers. "Our target demographic is in the 36-to-55- year-old age range," Phillips said. "We look now for places with patio seating that are at least 2,800 square feet," he said. "The ultimate location is around 3,000 square feet, with room for 30 to 40 people outside. We'd also like to be able to fit heaters on the patio." Phillips says he does not want to expand too quickly. Then, too, find- ing ideal sites in the Western region has been challenging, he says. "So many landlords are filled up with fast- casual," he said. Coconut's Fish Cafe is working on opening its first Northern California unit in a freestanding, nearly 3,000-square-foot building in Cupertino (where Apple is based); the date has yet to be determined. Phillips says he likes this location because of the population density and the large number of families that live close by. Phillips will be racking up a lot of air miles this year traveling between Maui and California, as he continues to over- see openings; four are set for Los Ange- les County, the first of which is sched- uled for late this winter. S C T For franchising information, contact Frances Oney, vice president of fran- chise operations, at (844) 426-2668 or franchising@coconutsfishcafe.com. Land- lords with viable space may reach Oney at contact@coconutsfishcafe.com. #RECon16 We know you attend RECon to network with over 36,000 attendees, participate in education sessions to enhance your professional development, and meet with over 1,000 exhibitors to make deals. We also know you're wondering who this year's keynote speakers are. Visit www.icscrecon.org for more information. Register by March 31 to save $150 and receive your badge by mail. May 22 – 25, 2016 I Las Vegas, NV Las Vegas Convention Center & Westgate Hotel Parag Khanna Factotum, Hybrid Reality Tony Hsieh Zappos Earvin "Magic" Johnson Magic Johnson Enterprises SU DAY MO DAY TUESDAY Gary Friedman Restoration Hardware Bobbi Brown Bobbi Brown Cosmetics OP I SESSIO KEY OTE 28 S C T / M a r c h 2 0 1 6 r e T a i l i n g T o d a y

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