Island Grill opened its 18th store and announced a strategic pivot to become a multi-concept restaurant operations company, moving beyond its single brand.

The company plans aggressive expansion using memoranda of understanding (MoUs) for new locations, and will pursue growth through partnerships and new, purpose-built brands for ventures like ready-to-eat meals rather than franchising.

Driven by strong customer loyalty and an industry boom, the company is reporting double-digit revenue growth, which is fuelling its ambitious expansion plans and even forcing a review of operating hours at its new store to meet high demand.

ISLAND GRILL launched its 18th location and second in Ocho Rios on Wednesday, and executives told the Jamaica Observer the company is planning a strategic pivot to become a multi-concept restaurant operations company.

The new store at White River North Plaza, built and retrofitted at a cost of US$1.6 million, represents what CEO Tania Waldron-Gooden calls a launch pad for aggressive expansion.

“We are in active preparation to rapidly increase our number of stores, with MoUs already signed for specific target locations,” she said, while refusing to divulge details. “Furthermore, we have solidified medium-term plans to expand regionally.”

This growth is the first step towards a larger vision. “The long-term vision of Island Grill is to become a restaurant operations company,” said Michael Lyn Jr, chief innovation officer. He pointed to the model of Express Caterers, which operates brands like Domino’s and Starbucks at Sangster International Airport, as an inspiration.

“I’m always trying to figure out where there are opportunities…Island Grill fulfils a specific need – home-cooked Jamaican meals, that’s it. But people want pizza for lunch sometimes, or they want coffee or donuts. That wouldn’t fit under the Island Grill brand…and it would be great if we can offer those solutions in multiple different formats,” Lyn explained.

Lyn would not commit to a specific time frame but emphasised a focus on local foods over international brands. He credited CEO Waldron-Gooden with strengthening the company’s financial position, giving him confidence that Island Grill can raise the capital needed for this transition.

This cautious approach is informed by history. Island Grill’s past efforts outside Jamaica, including stores in Barbados and Florida, were ultimately shuttered as the company made a strategic decision to focus on its home market. Reflecting on what might have been, founder Thalia Lyn noted the missed opportunity: “In Florida, if we had deep pockets and we could have stayed, we would be roaring now.”

This time, the company is outlining a clear strategy. Waldron-Gooden has explicitly ruled out franchising. “Partnership is always on the table…not necessarily an industry partner, but somebody in tourism who can get us further,” she said, though declining to elaborate.

Similarly, the company said it will not use its flagship brand for ventures like school canteens. “It doesn’t suit us. It doesn’t work for our model,” Waldron-Gooden told BusinessWeek. Instead, such opportunities will be pursued under new, purpose-built brands.

“We are strategically diversifying our income streams by developing new ready-to-eat meal concepts. These are specifically designed to operate comfortably and efficiently in smaller spaces, allowing us to tap into new markets and customer occasions.”

The push for expansion is driven by an industry-wide boom as more people dine out. However, Waldron-Gooden noted this trend isn’t without anxiety, recalling a brief period of fretting when the tax on remittances was proposed by US President Donald Trump threatening the disposable income of a key customer base.

“Early in the year, we expected a slowdown due to the new US Administration’s policy changes. We did see a brief dip in February, but demand quickly rebounded. It proved that the desire for convenient, good food is very much alive across the entire industry — and even more so for our brand,” she pointed out.

Despite these external threats, the brand is thriving. The company reported “double-digit growth in revenue,” which founder Thalia Lyn attributes to “customer loyalty”.

Demand is already high at the new Ocho Rios location, forcing a review of opening hours.

“The restaurant has become a central hub for hotel staff changing shifts. In fact, demand from the late shift is so high — with staff clamouring for service beyond 10:00 pm — that the CEO is now reviewing our operating hours to extend them.”

Reflecting on the performance of its first Ocho Rios location, Waldron Gooden expressed measured optimism. “It’s still pretty good. We see some fall-off’, but it’s not anything to call home about,” she said, noting that the store’s current performance is primarily driven by organic walk-in traffic. “We haven’t put in any marketing or anything extra behind it yet.”

Staff focused on preparing orders for eager customers.

LYN…in Florida, if we had deep pockets and we could have stayed, we would be roaring now. (Photo: Garfield Robinson)

LYN JR…the long-term vision of Island Grill is to become a restaurant operations company (Photo: Garfield Robinson)

GOODEN…we are in active preparation to rapidly increase our number of stores.