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Slapfish was yet another big partnership for Fransmart in 2019, the sustainable U.S. seafood brand recently opened its first international location in London. This is the first of 25 planned openings in the U.K., on top of the 150 in the pipeline globally.

You’d be forgiven for thinking it strange that an international fish and chip brand targeted the home of this newspaper wrapped treat as its first overseas market. Surely strong competition could lead to saturation before franchising even begins? It turns out this was a platform for Slapfish to highlight its adaptability: “We de-emphasized our fish n’ chips in London, and instead promote the crave-worthy, one-of-a-kind dishes such as clobster grilled cheese, ultimate fish taco, and melted shrimp burrito,” says Andrew Gruel, celebrity chef and founder of the brand.

For its franchisees, Slapfish is looking for like-minded entrepreneurs who value environmental well-being as much as the brand does. “All brands need to operate with sustainability as a cornerstone, or they will fall by the wayside,” explains Gruel.