Popular Southern California Chain Unveils Refined Look & Feel While Honoring Pacific-Inspired Roots
Wahoo’s Fish Taco, the Southern California-based legacy chain best known for its original fish taco and freshly made, Pacific-inspired menu, is proud to unveil an elevated and more refined brand image, complete with a new tagline, revamped store design and refreshed logo. The brand celebrated its 35th anniversary last year and is proud to launch a new era of Living the Wahoo’s Way by reimagining the brand aesthetic of the nearly 60-unit chain. While remaining true to the vibrant and youthful Southern California beach culture that’s been part of its brand DNA since 1988, Wahoo’s refreshed store design will feature fully renovated interiors with modern décor, upscale finishes and a refined restaurant atmosphere – but with the same freshly made, Pacific-inspired food guests have loved for nearly four decades.
“Our 35th anniversary year was a period of deep reflection for my brothers and me and sparked many discussions about the essence of the Wahoo’s brand for the next 35 years and beyond,” said Wing Lam, Co-Founder of Wahoo’s Fish Taco. “We started Wahoo’s when we were much younger, and we‘ve come to realize that our original ‘college dorm room’ aesthetic no longer fits the brand, and a sleeker and more elevated brand image and store design represents who we are now – while still remaining unmistakably Wahoo’s.”
The restaurant remodel will be central to Wahoo’s new image and features fully renovated interiors, including updated floors and countertops, modern décor and other attractive in-store design elements. Three Orange County restaurants, including Huntington Beach on Main Street, Costa Mesa on Placentia Avenue and Tustin on Newport Avenue have completed their renovations, and four more locations are on track to finish renovations by the end of the year. In addition to restaurant modernization, Wahoo’s new tagline – Living the Wahoo’s Way – captures the brand’s new era and will be a powerful motto for decades to come. Living the Wahoo’s Way encapsulates a better way of life, and it suggests the feeling of catching the ideal wave, a perfect 80-degree day, embracing life’s many unique adventures and the satisfaction of enjoying fresh food made from high-quality ingredients.
“For nearly four decades, Wahoo’s has been inspiring guests to feed their bodies with food that nourishes their souls and makes them feel more alive, and even as our brand journey moves in a new direction, this concept will remain folded into our brand identity,” said Cindy Lee, Marketing Manager of Wahoo’s. “Led by a more mature brand aesthetic, but underpinned by the same brand spirit, we’re excited to introduce – and reintroduce – Wahoo’s to current and future generations of adventure-seeking, health-minded fish taco aficionados.”
Founded in 1988 by brothers Wing Lam, Ed Lee and Mingo Lee, Wahoo’s is known for its bold, fresh flavors inspired by the founders’ childhood in Brazil, surf trips to Baja California and working in their family’s Chinese restaurant. From its original fish tacos to signature bowls, Wahoo’s only uses the finest ingredients and never compromises on quality, ensuring freshness in every bite. Everything is made-to-order and salsas are made in-house daily. Inspired by California beach culture and the many regions of the Pacific, guests can choose between a wide variety of proteins, including chicken, carnitas, wild caught fish and tofu, to enjoy in form of tacos, burritos, bowls, salads, enchiladas and more. Whether dining in or on-the-go, Wahoo’s delivers the freshly made, Pacific-inspired food guests crave after an epic surf or a day spent outdoors with friends and family.
In honor of Living the Wahoo’s Way, the brand is launching two Plate Specials at participating restaurants. Available now for a limited time, guests can order a One or Two Taco Plate Special featuring their taco of choice, rice, beans and salsa, along with a small side of chips and a regular drink. The new combo plates begin at $13.
Founded by brothers Wing Lam, Ed Lee and Mingo Lee, Wahoo’s Fish Taco is a Southern California-based legacy chain best known for its iconic fish tacos and freshly made, Pacific-inspired food. It was 1988 when the brothers came together to open the first Wahoo’s location in Costa Mesa, California, where the surf and skate industry had gathered. They combined the freshest and finest ingredients, their family recipes, and a hefty dash of Pacific-inspired flair to create a unique menu that became an instant favorite in Southern California. Today, the restaurant chain has grown to include more than 60 locations throughout California, Colorado, Texas, New Jersey, Nevada and Japan. 35 years later, Wahoo’s remains committed to inspiring guests to embrace food and adventures that make them feel more alive. That’s “Living the Wahoo’s Way.”
To learn more about Wahoo’s Fish Taco and to find a location near you, please visit Wahoos.com.
