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Slapfish’s New Menu is All About the Lobster

The SoCal brand’s first area seafood shack opens Friday, July 20

The “clobster” grilled cheese sandwich with lobster, crab, and a creamy herb sauce.
Lauren Gruel/Slapfish

Fast-casual SoCal chain Slapfish opens Friday, July 20 in Rockville with a seafood-forward lineup of clam chowder-topped fries, fish tacos, and poke bowls — and a debut menu section entirely devoted to lobster plucked from Atlantic Ocean waters.

Huntington Beach, Calif.-based Slapfish is projected to debut its first East Coast location at 12055 Rockville Pike in Rockville, Md. at 11 a.m. for lunch and dinner service. To celebrate, the first 107 customers will get free lobster rolls.

Here’s a look at the opening menu:

Anchoring on the opposite side of the country means chef/owner Andrew Gruel, a New Jersey native, can capitalize on native seafood selections. Think: lobster taquitos, a gooey “clobster” grilled cheese medley of lobster and crab, and beef burger smothered in lobster and cheese.

The lobster grinder at Slapfish.
Lauren Gruel/Slapfish
Lobster taquitos at Slapfish.
Lauren Gruel/Slapfish

The brand plans to open up to five fast-casual locations in the D.C. area by 2022. Two others are destined for Ashburn and the Ballston Quarter project in coming months, and Eater just learned another is landing at 1800 M Street NW in December. The seven-year-old company already has franchises in more than five states and abroad. Each 2,400-square-foot spot seats about 80 inside, with more room on patios. Booze includes bottled and local beers.

Slapfish isn’t the only SoCal-based company to enter the D.C. area for the first time this year. Upscale salad shop Urban Plates just opened its first location in Tysons Corner, and ice cream sandwich maker Baked Bear is also in expansion mode.

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