Fishbowl, which takes inspiration from Guzman y Gomez’s global ambitions, is targeting the vast but cut-throat US fast food market with its Thisbowl brand.
The Sydney-born chain plans to double its current New York footprint to six locations this year, signalling a rapid shift in focus.
Beyond Manhattan, the group is actively scouting sites in Miami, Boston, Philadelphia, San Francisco and Los Angeles.
The move leans on the sheer scale and spending power of US diners, which far exceeds the brand’s home market.
The company frames Thisbowl as a globally distinctive concept, positioning it alongside fast casual brands that have already broken out across the US and international markets.
Management expects the American arm to overtake the Australian operation in the next five years, driven mainly by population size and market depth.
Store growth in New York acts as a proof-of-concept, testing whether the mix of customisable salad bowls and fast service can cut through intense competition.
Expansion into coastal cities such as Miami and Los Angeles also taps strong demand for health-focused convenience food.
If the US network does outgrow Australia, Fishbowl’s centre of gravity is likely to shift offshore, reshaping how the business allocates capital and attention.
The strategy echoes a wider playbook among Australian fast casual brands that now look to the US for scale they cannot find at home.
Success in cities like New York and San Francisco could position Thisbowl alongside the most recognisable fast casual chains in the category.
The key test will be how quickly the brand can secure prime sites and repeat customers before rivals crowd the same health-conscious niche.
