When Matt Piccinin and Sean Cook opened an oyster bar called Shuckin’ Shack in Carolina Beach, North Carolina, in 2007, the twenty-somethings weren’t looking to create a burgeoning chain. They just wanted to open a bar, have fun and stay open. The first Shuckin’ Shack, a 900-square-foot restaurant that was basically a dive bar, quickly grew in popularity. By 2010, the founders were ready to open their second location in Wilmington, North Carolina, 25 minutes away, said Shuckin’ Shack CEO Jonathan Weathington. That location opened two years later.

The founders wanted proof of concept in a larger market, in a location that was twice the size of its first restaurant. The Wilmington location allowed Piccinin and Cook to expand the menu with a larger kitchen and offer more seating, Weathington said. This second location added items like seafood tacos, fried oysters, crab cakes and fresh salads to the menu. 

Weathington, who knew Cook from working at Cook’s beach rental shop between undergraduate and graduate school, helped build the second location. In 2014, the founders were approached about franchising. They turned to Weathington, who had extensive experience in the retail segment, and asked him to join them in this venture. At that point, he became CEO of the company. Since then, the company has grown to 19 units, 17 of which are franchised. This year, they expect to open three more locations. 

Management was ready to franchise in 2015, because it felt Shuckin’ Shack was unique from other oyster bar concepts and full-service seafood chains, Weathington said. Shuckin’ Shack also proved to be profitable at its company locations. In 2022, same-store sales were up 7% and average store comps rose 14% compared to 2019. These restaurants run on the smaller side, typically averaging 2,500 square feet, and require about 25 employees, Weathington said. 

Shuckin’ Shack provides a significant amount of hands-on support to franchisees and offers help with site selection. Weathington said he goes to all the sites to learn about the market and ensure they’re in a good location. Additionally, Shuckin’ Shack has vendor contacts, preferred architects and general contractors to help alleviate some of the burden of build outs, he said. 

Shuckin’ Shack provides extensive training at its Wilmington headquarters for two weeks, roughly five to six weeks out from a franchisee’s opening date. The biggest focus of this training is teaching franchisees how to run a restaurant, from opening and closing procedures to hands-on experience in one of the company restaurants, Weathington said. As part of ongoing communication, Shuckin’ Shack has a performance plan for its franchisee and connects with operators at least weekly to help new operators plan for the grand opening. Additionally, Shuckin’ Shack offers Aloha’s point-of-sales system and an online learning management to supply training videos and tests.

Development plans: As of January, Shuckin’ Shack expects to open three units in 2023, but this could change depending on some leases that are pending, Weathington said. Shuckin’ Shack typically likes secondary markets and does really well near bedroom communities, Weathington said. These markets allow Shuckin’ Shack access to a customer base that can visit multiple times per week instead of just for special occasions, he said. 

Shuckin’ Shack is primarily looking to expand in the Southeast, where it has a bulk of its locations, but it has opened restaurants in Illinois and Texas, as well. The chain is open to locations where there is a brand fit from a management and experience standpoint. 

Ideal franchisees: Restaurant experience isn’t required to be a Shuckin’ Shack franchisee, but the company is seeking candidates who are hospitable, good communicators and participate in the community, Weathington said.