The Manhattan Fish Market
Industry
What We Did
Franchise Development
On The Brief
The Brief: early in the first quarter of 2009, George Ang, one of the 3 founders of The Manhattan Fish Market concept, started to look at Franchising as a mode of growth. After meeting with the seasoned franchise consultants in Singapore, Astreem Consulting was selected as their growth partner. The mission was to position Manhattan Fish Market as a brand poised for International growth.
The Project
The next 6 months was a flurry of activity that saw the brand communication development and franchise strategy develop. In line with their desire to position The Manhattan Fish market for growth, the brand entered the franchisor of the year award organized by Franchise License Association Singapore. It was at this event that Manhattan Fish Market won the Franchisor of the year and International Franchisor of the year award representing Singapore.
This was the turning point for the brand, which then started to see exponential growth. They started to engage with Investors who were excited to work with them on their journey towards exponential growth.
With over 120 outlets in over 15 countries including Singapore, Malaysia, Sri Lanka, Indonesia, India, the middle east Japan, MFM’s offerings have proven to be popular regardless of differences in taste buds or culture. MFM continues to diversify itself by creating various shop concepts in different countries inspired by the Manhattan Fulton Fish Market.
Their strong brand presence in the Asian and Middle eastern market is also attributed to the fresh flavourful offerings and innovative creations. MFM prides itself on offering 5 different methods of preparing fish; be it fried, poached, grilled, baked or flamed for the Fish lover in you. When good quality fish and chips are mentioned, Manhattan Fish Market (MFM) still comes quickly to mind. With specialities like the Garlic Herb Mussels and Manhattan Flaming Seafood Platter, MFM has something for everyone.
MFM has continued to succeed in various markets due to its efficient Franchisee Onboarding program as well as its stringent franchisee training and audit programme. Their Franchise Director has this to say about the 12 years Manhattan Fish Market has partnered Astreem.
