Upon returning to their home in Irvine, Calif., the group realized the potential for poke to shine on a bigger stage on the mainland, where they saw poke usually served as just an appetizer or a side dish in Hawaiian restaurants.

“We really wanted to find poke in the mainland, but we couldn’t find it as a main feature item,” said co-founder and CMO Kevin Hsu in an interview with NRN.

They laid the framework for a concept where guests could easily customize a bowl, salad or burrito base with a wide array of ingredients: seven protein options — ahi or albacore tuna, salmon, tofu, chicken, scallops or shrimp — and unlimited mix-ins and toppings at no extra charge, with the exception of premium ingredients such as avocado.

The group launched their first Pokéworks store in Midtown Manhattan in December 2015. According to Hsu, the brand gained traction among the New York City crowd because of the novelty of poke in that market — and a well-known neighbor. 

Pokéworks opened two doors down from Chick-fil-A’s first unit in the Big Apple. Being near the quick-service chain’s new location, which garnered a high level of interest, eventually brought about media attention for the poke eatery. The chain started to gain more exposure and a video of its poke burrito — a seaweed-wrapped raw-fish burrito — went viral. The Manhattan store soon had customers lining outside the door. Its success pushed the co-founders to begin franchising in 2016 and quickly expand Pokéworks to select cities such as its home base of Irvine, Calif., as well as Seattle, Chicago and Boston.

The brand now has 21 units, with plans to open more than 120 locations across North America by the end of 2020. The founders declined to share systemwide sales figures. Pokéworks has since opened two more New York City restaurants, along with additional locations in Washington, California, Texas and Illinois.

The concept is among hundreds of fast-casual poke shops — both chains and independents — blanketing the country from coast to coast. Some predict the segment is gearing up for a shakeout, but Hsu and his partners say Pokéworks stands out because of the “quality and the freshness of the food.”

And, Pokéworks has an advantage against competitors with its unit count, growth and established footprint. After being named a 2018 Hot Concept, Pokéworks announced a significant investment from Toridoll Holdings Corp., a Tokyo-based restaurant company. The partnership with the global company, which has a portfolio of more than 1,500 restaurants including Marugame Seimen, Crackin’ Kitchen, Tokyo Table and Kaya, is expected help the fast-casual poke brand pursue international growth.

Besides its build-your-own menu, the chain offers signature “works,” such as the Spicy Ponzu Albacore or the Hawaiian Classic, and seasonal items through a partnership with chef-collaborator Sheldon Simeon, a Top Chef alumnus and a native Hawaiian of Filipino descent. The concept also commits to sustainable sourcing seafood.