Fishbowl Restaurant Chain Rebrands to 'This Bowl,' Sparking Customer Debate

The popular restaurant chain, known for its Japanese-Hawaiian-inspired poke bowls, is undergoing a significant rebranding, changing its name from Fishbowl to This Bowl. The shift, which launched at its original Bondi Beach location, has divided customers, with some embracing the change and others lamenting the loss of the original name.

Co-founders Nic Pestalozzi, Nathan Dalah, and Casper Ettelson launched the first Fishbowl in 2016 with a mission to "change the culture of fast food." Initially operating from a small store, the chain quickly evolved its menu beyond just fish, incorporating seasonal ingredients like chicken, beef, tofu, and various vegetables. Salmon remains the only fish offering on the menu.

"Now 10 years on, we're evolving from FISHBOWL to THISBOWL. Why? It's pretty simple: We serve a menu that goes far beyond fish, and we wanted our name to reflect that there's truly something for everyone," the founders stated in an email to customers. They further explained that "THISBOWL is the sum of everything we love and believe in - food, design, music, movement, art, fashion and culture."

The newly renovated flagship store in Bondi Beach reopened as THISBOWL on Saturday, September 26, with the owners offering $10 bowls to celebrate the rebranding. The founders expressed excitement about the expanded space and the opportunity to serve their community for another decade.

However, the name change has elicited mixed reactions online. Some customers have voiced confusion and disappointment, with comments such as "I'm going to miss FISHBOWL! I get the change but FISHBOWL has such an iconic ring to it," and "I hate it." Others expressed that the original name was misleading.

"I thought that FISHBOWL only served fish bowls! I've been missing out. I'm mostly vegetarian and vegan, and my partner only just recently told me that I can get vegan at FISHBOWL! I'm all for the name change yum can't wait to try it," one customer shared, indicating that the rebranding could clarify the restaurant's diverse offerings.

Many noted that the change was a "smart move" for marketing, potentially attracting a wider customer base who may have previously assumed the menu was exclusively seafood-based. "Omg finally! When I first arrived in Sydney I thought they only served salads with fish, so I never came there as a vegan. Until a friend told me they also had amazing vegetarian/vegan bowls. Marketing wise it's a very smart move," another commented.

Fishbowl, which began as a modest venture driven by a desire for fresh, quick, and affordable meal options, has since expanded to over 60 restaurants across Australia and the United States. The co-founders affirmed their ongoing commitment to creating "real food you're excited to eat."