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Goodbye Fishbowl, hello Thisbowl! Australia’s go-to fast-casual poke bowl chain has officially rebranded overnight. A decade after slinging its very first salads in Bondi Beach, the brand is relaunching its flagship store under the new name – with all 60 locations nationwide set to follow suit by mid-October.
When the Asian-inspired, made-to-order chain opened in Bondi in 2016, fish was the main event, with just three proteins on offer: kingfish, salmon and tuna. Today, salmon makes up less than a third of orders thanks to an expanded lineup of beef, chicken, tofu and eggplant. The name change preserves the brand DNA, while ditching the seafood-only misconception.
“When we launched in New York, we changed the name to Thisbowl. Because that's the whole idea: There's a bowl for you, whoever you are, whatever you're craving. Fishbowl is where we started. Thisbowl is where we've arrived, and we have much more coming,” says Nathan Dalah, who co-founded the business alongside Nic Pestalozzi and Casper Ettelson.
Around 20 Sydney stores are already rocking the new name, with all remaining locations across New South Wales, Victoria and Queensland to rebrand by mid-October. But don’t worry, the scribbled fish logo is here to stay, alongside those beloved build-your-own bowls. You can still stack your base of salad, rice or glass noodles with your choice of protein, crunch and house-made sauce (roasted sesame for the win!).
To kick off the brand evolution, Thisbowl is reopening its Bondi Beach flagship on Saturday, September 26. The team will be slinging $10 house-favourite bowls all day, along with an exclusive Gelato Messina soft-serve collab, tenth anniversary merch by Motorino, and house sodas made in tandem with September Studios.
Following Bondi, Thisbowl will celebrate ten years with $10 house-favourite bowls nationwide on Saturday, October 10. Keen!