Building a Franchise: Lessons from Island Fin Poke's Journey with Mark Setterington

Franchising a business is a major leap for any company, and the journey is filled with challenges, learning curves, and significant investments. In a recent interview, Mark Setterington, co-founder of Island Fin Poke, shared valuable insights about his company's path to franchising, offering lessons for other entrepreneurs considering the same route.

From Vegas to Orlando: The Birth of Island Fin Poke

Mark Setterington's journey into the poke restaurant business began after years of managing multiple restaurants in Las Vegas and Southern California. His exposure to the growing poke trend on the West Coast inspired him to develop his own concept. By 2016, with encouragement from his business partner, Paul, Island Fin Poke was born, but the decision to launch in Orlando, a region with minimal awareness of poke, came with its own set of challenges.

“We thought we could get in early and have an advantage,” Setterington explained, but added, “The fact that there was none here meant that we had a lot of educating to do.” The West Coast was already familiar with poke, but Orlando required grassroots marketing and community engagement to introduce this Hawaiian dish.

Community Engagement: The Key to Success

One of the strongest takeaways from Setterington’s journey is the importance of community engagement. From day one, Island Fin Poke focused on becoming an integral part of the local scene. “You want immediate impact? Connect with your community,” he emphasized.

Before opening the first location, Setterington and his team hosted events like a free bowl giveaway from a food truck at their construction site. “We served 300 free bowls in two hours,” he recalled, noting how this built excitement for their official opening. The response exceeded expectations, but it wasn’t just luck. Setterington explained, “If you don’t take the time and effort pre-open, it’s a lot tougher road.”

The approach to franchising Island Fin Poke follows the same principle: live and breathe your brand within the community. “We’re always logoed up seven days a week. I’ve got a shirt or a hat on with Island Fin,” Setterington said, emphasizing the importance of brand visibility and interaction.

The Realities of Franchising: Lessons Learned

While the company's rapid growth might make franchising look like a natural step, Setterington is candid about the difficulties. Island Fin Poke began franchising earlier than they should have, based on the advice of a company that sold them on the idea. “If I had to do it all over again, I’d focus on three or more company stores before even thinking about franchising,” Setterington advised.

Franchising, he explained, presents unique challenges, especially when it comes to maintaining the brand's integrity. While company-owned stores can be managed directly, franchises require motivating independent owners to follow the proven system. “You have to inspire them to action,” he noted, adding that franchisees often underestimate the amount of work required to succeed.

One of the most difficult aspects is franchisee selection. While potential franchisees often promise to follow the established playbook, Setterington has seen some think they know better once they’re in. “If you buy a franchise and decide you don’t want to follow the process, you are going to fail, period,” he emphasized. This highlights the importance of ensuring franchisees are fully aligned with the company’s vision and processes.

Franchising: Not a Get-Rich-Quick Scheme

Setterington is quick to dispel the myth that franchising is a fast track to wealth. “Make sure you’ve got a sack full of money,” he laughed. It took five years for Island Fin Poke’s first franchise to turn a profit, and even then, much of the earnings were reinvested into the business. “The money that we make as a company goes back into the company,” he explained. This long-term approach is essential for business owners considering franchising as a growth strategy.

The Future of Island Fin Poke

When asked if he would ever consider selling the company, Setterington didn’t hesitate. “100%, but only to somebody that’s not going to, sorry for the word, whore it,” he responded. His concern lies in maintaining the brand’s quality and integrity. For instance, Island Fin Poke uses premium ingredients, like Aloha Shoyu for their sauces, and he worries that private equity involvement could compromise those standards to cut costs. For Setterington, maintaining the quality of the product and the brand's core values is non-negotiable.

Final Advice for Aspiring Franchisors

For business owners thinking about franchising, Setterington's advice is clear: slow down, build your foundation with company-owned stores, and be ready for a long-term commitment. Franchising is not a shortcut to success. “You don’t luck into success. You’re not going to do it on your own,” he said, reinforcing the notion that building a brand, whether through company-owned stores or franchises, takes hard work, community engagement, and patience.

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