Report: Shells tries out upscale conceptReport: Shells tries out upscale concept

PEMBROKE PINES Fla. Shells Seafood Restaurants Inc. has converted one of its units here to an upscale concept called Rock Beach Grill, which the struggling casual-dining operator hopes will be a new avenue for growth.

Rock Beach Grill offers a menu built on seafood variety, as opposed to the Shells concept's focus on value, according to a recent report in the Tampa Bay Business Journal. The test unit also features high-definition TVs in the bar and a DJ who spins music on weekends.

Warren Nelson, then president and chief financial officer for Shells, told the Tampa Bay Business Journal in a story that appeared last week that the company might convert more Shells units to Rock Beach Grills or open new units under the concept. Nelson has since resigned from the company.

Tampa-based Shells first revealed plans to launch the Rock Beach Grill concept in a filing last month with federal regulators.