Manhattan Fish Market is setting its sights on a comeback by returning to what made the brand memorable in the first place: familiar flavours, accessible seafood and a distinctly Malaysian identity.

At Franchise International Malaysia 2026, CEO Deric Yeo and COO Sheikh Imran Iskandar shared how the home-grown halal seafood chain is rediscovering its original DNA while adapting to changing consumer habits. That means bringing back much-loved recipes, introducing Malaysian-inspired flavours and expanding through smaller kiosk and shop-in-shop formats designed for delivery, convenience and lower franchise entry costs.

The brand, which once operated across 16 countries, still maintains a presence in markets including Sri Lanka, Bangladesh, the Maldives, Myanmar and Jordan. Its strategy is clear: strengthen the Malaysian market first, prove the model, then grow into surrounding regions.

For aspiring franchisees, the lesson is equally important. International expansion is not about entering every market at once. Build one successful foothold, understand local demand and let strong performance create opportunities in neighbouring countries. Manhattan Fish Market’s next chapter is about nostalgia, reinvention and disciplined growth, without losing what customers already love.

#TheFinancialCoconut #ManhattanFishMarket #Franchising

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