Brand Idea/The Concept/The Restaurant/A Unique Restaurant Experience
The Captain’s Boil Southern-style seafood concept offers diners generous servings of seafood: think
crabs, lobster, clams, snow and king crabs, shrimps, mussels and of course crawfish from the Gulf
Coast of Louisiana.
Tossed in spices from around the globe and boiled to perfection, sweet-tasting crustaceans are piled
right onto paper-covered tables. Diners throw in their choice of sides. Bibs and gloves make it an
authentic, delicious and messy hands-on experience.
«I am eating cooked seafood from a plastic bag using my hands. It’s the
latest, messiest trend.»1
«Who can resist the visceral pleasures of tearing into crab legs and lobster
claws with your bare hands? You can’t deny the awesome novelty factor of
this Cajun-style seafood-boil spot… strap on a plastic bib and dive in.»2
About/The Story/Behind the Brand/Who is the Captain’s Boil?
Four friends tried the traditional Cajun seafood boil on a trip to Louisiana, in which diners eat heaps
of seafood and spice with their hands… and decided to give the concept a go in urban Toronto,
Canada. The Captain’s Boil was on!
They took their idea of an authentic, Southern-inspired seafood boil and added in their spices to
make for a unique taste that complements fresh shellfish. They also upped the playfulness of the
experience by removing cutlery: diners dig in with bibs and gloves.
"Everyone loved our sauces, our recipes, the way we branded ourselves, the atmosphere," says
Wesley Shih, Marketing Manager.
The Captain’s Boil opened its first location in November 2015 and already counts 9 restaurants.
Aggressive expansion has the franchisor planning multiple openings over the 2017 year.