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Fish Pot shutters popular Half-Way Tree store, opens in Portmore

Published:Sunday | April 7, 2019 | 12:07 AMAvia Collinder - Business Reporter
Menu items from Fish Pot displayed on a tray.
Menu items from Fish Pot displayed on a tray.

Fearing that sales were being ­cannibalised by two stores being located too closely together, Fish Pot Restaurant operators have closed the outlet located at Half-Way Tree Square in Kingston ­despite its popularity.

Simultaneously, the fast-food chain has added a store in the growing suburban community of Portmore and is scouting other ­parishes to expand the chain.

“We have not decided as yet, but we are looking at options in various parts of the island. From another location in Kingston, to Santa Cruz, to Montego Bay. A decision will be made soon,” said Ben Jardim, business development officer for Rainforest Seafoods Limited. Fish Pot is a wholly owned subsidiary of Rainforest.

About the shuttered operation in Kingston, Jardim explained: “We determined sales were being cannibalised with two stores so close to each other. It was a great run, but we believe we made the right decision.”

The other outlet at 39A Half-Way Tree Road remains operational as the flagship store.

Although Rainforest is head­quartered in Montego Bay, the company chose Kingston to début its fast-food business.

In 2013, leveraging its parent’s manufacturing capacity for filets, breaded nuggets, and other seafood items, Fish Pot opened its first quick-service restaurant near Cross Roads in Kingston.

A year later, the company rented property in the heart of Half-Way Tree, formerly known as Skateland, for its second store, the one that has now been shuttered. The third store was opened at Sovereign Centre in Liguanea. Then on March 25, its first store outside the capital and the third in the chain, by attrition, was opened at Sovereign Village at Braeton, Portmore, ­employing 22 ­members of staff.

The chain now employs 70 staff across all stores. All outlets serve the same items, which Jardim describes as “a full seafood menu with a Jamaican flare”, inclusive of steam fish, fish burgers, shrimp salad, fish salad, bammy, festival, soups, and saltfish frittas.

Rainforest was founded by Brian Jardim, who serves as the CEO of both the parent company and Fish Pot. Max Jardim, his son, was in charge of business development up to two years ago when brother Benjamin Jardim replaced him as lead manager. Max is also a brand-­development manager for Rainforest Seafoods.

Rainforest has invested $250 ­million in the fast-food chain over its five years of operation. The company aims to invest another $100 million to grow the business over the medium term.

Jardim says all the Fish Pot outlets are doing well.

“We have big plans for the ­expansion of the brand and are ­currently deliberating over a few locations for a build-out in the medium term,” he said.

“However, we are constantly looking at ways to deliver better service, faster wait times, new menu items that taste great, fill the belly, and are easy on the wallet.”

The chain is challenged by staff turnover, which Jardim describes as their “biggest ­challenge” but one that is pervasive throughout the quick-service industry.

“We have invested heavily in our human resources team, training, and development ­programmes to ­counter this issue,” he said.

avia.collinder@gleanerjm.com