Salmon fast food of the Pink Fish chain. (Photo: Pink Fish)

Fast-food salmon restaurant chains expand

Apart from exporting fresh fish to Asia, Norwegian salmon producers and entrepreneurs are investing heavily in exporting the products to new fast-food salmon restaurant chains.

One of these new chains, called Pink Fish, opened its first fast-food salmon restaurant in Oslo and aims to open as many as 1,000 Pink Fish restaurants all over the world, starting in Asia next year, Views and News from Norway reported.

“We want to become the McDonald’s of fish,” Ronny Gjøse, one of the entrepreneurs behind the Pink Fish restaurant chain, pointed out.

He also stressed that the market for seafood is underdeveloped.

“The goal is to make premium fast food and make seafood more available with salmon from Norway,” Gjøse pointed out.

Furthermore, Marine Harvest is also backing efforts to expand another chain of fast-food salmon restaurants, with plans to open 2,000 in Taiwan and China.

“We won’t say how much we’re investing in this, but it’s strategically an extremely important project,” Ola Brattvoll, head of sales and marketing for Marine Harvest, told the Newspaper Dagens Næringsliv (DN).

“We want to launch the brand ‘Supreme Salmon’ in China. We think this has huge potential, and that we can build it up with 2,000 restaurants all over China,” he added.

Brattvoll explained that this trade expansion was favoured by the restoration of diplomatic relations between China and Norway, and Norwegian seafood producers were among the most eager to resume exports.

Supreme Salmon restaurant serves a whole range of salmon-centric dishes, including salmon gyoza, salmon risotto, and salmon fried rice.

Marine Harvest hopes that by opening the restaurants, China’s demand for farmed fish will go up.

While there is growing evidence that restaurants groups are looking for opportunities to capitalize on the healthy eating trend, and perhaps even moving farther away from meat-based fast food options, fish is deemed not be popular enough in America yet to warrant an entire fast food joint dedicated to it.

Nevertheless, the push to create more health-conscious food options is clearly happening on a global scale.

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