Joe’s Gourmet Fish Fry Shark Tank Update – Shark Tank Season 9
Joe and Maranda Dowell pitch Joe’s Gourmet Fish Fry, a fried fish breading mix, hoping to secure investment to expand their distribution.
Highlights
- Joe’s Gourmet Fish Fry is a fried fish breading mix that absorbs less oil and provides a crunchier, less oily taste, available in over 1200 stores and online.
- Although they received an offer from Daymond John for $150,000 for 25%, the deal never closed. However, the business still grew.
- As of 2024, Joe’s Gourmet Fish Fry remains available in major stores.
Joe and Maranda Dowell hoped to get some bread from a Shark to help them grow Joe’s Gourmet Fish Fry, their fried fish breading mix, in Shark Tank episode 908. The husband and wife team work together in the business now, but that wasn’t always the case. Joe’s been in the restaurant and catering business since the nineties, and Maranda is a former retail real estate specialist and commodities professional. She joined the family business in 2015.
Joe and Maranda travel to large events in the south-east and fry up fish. Customers liked their food so much, they started asking to buy Joe’s special bread mix. That’s when he decided he had another business besides catering. To use it, just dip and fry. No flour or egg, or anything. The mixture absorbs less oil and gives the fish a crunchier, less oily taste.
He has Joe’s Gourmet Fish Fry on the shelves in a bunch of Walmart, Goodsons, and other stores from Illinois down through the southeastern US. He also sells online and on Amazon. A one-pound bag is just $5, and a six-pack is $25. He also wholesales to restaurants. On the socially responsible side, Joe and Maranda cook a big meal every month for the Safe House Outreach – a homeless advocacy group – located in downtown Atlanta. Joe likely wants a Shark to help him get a broader distribution.
Would a Shark cook up a deal with the Dowells?
About Joe’s Gourmet Fish Fry
| Category | Details |
| Founders | Joe and Maranda Dowell |
| Product Type | Fried fish breading mix |
| Funding (Pre-Shark Tank) | Self-funded |
| Investment Asked | $150,000 |
| Equity Offered | 15% |
Video
Joe’s Gourmet Fish Fry Pitch
Joe and Maranda entered the Shark Tank seeking $150,000 for 15% of their business. They gave their pitch, then hand out samples of shrimp, halibut, zucchini, chicken, and scallops prepared with their mix. The Sharks liked it! The couple revealed it costs them $1.75 to produce a bag. They wholesale it for $2.25-$2.50 and retail it for $5. Lifetime sales were $409,000, with $270,000 coming in this year (2017). The Walmart deal occurred just 7 weeks before taping.
Founding backstory
Joe loved cooking, and he had a few restaurants in New Orleans. But then, a big storm, Hurricane Katrina, hit and sadly destroyed everything. Joe was left with just a couple of his cooking tools.
Instead of giving up, Joe decided to take his cooking on the road. He set up a simple tent and started selling his tasty fried fish at different events. People loved it! His wife, Maranda, noticed how much everyone enjoyed Joe’s fish and thought, “Why not let people make this at home?”
So, in 2014, they started putting their special breading mix into packages and selling it in a few local stores. People loved how crispy and delicious it made their fish. That’s how Joe’s Gourmet Fish Fry began its journey from a tough situation to something really popular.
What Makes Joe’s Gourmet Fish Fry Unique?
To understand the product better, here is a concise description:
- Key Ingredients: Blend of flavorful spices and cornmeal-based coating
- No Prep Needed: No eggs, milk, or additional flour required
- Oil-Lite Formula: Absorbs less oil during frying for a lighter, less greasy result
- Flavor Profile: It has a bold, southern-style seasoning.
- Versatility: It is great because it works well with fish, shrimp, chicken, and vegetables.
- Packaging: The product comes in resealable bags.
- Target Audience: Home cooks and food lovers seeking restaurant-quality fried food at home
- Dietary Options: Also available in a gluten-free version
Using Joe’s Gourmet Fish Fry is simple and mess-free. Start by rinsing your fish or preferred protein in cold water. There is no need to marinate or dip in egg. Then, coat each piece generously with the dry mix, making sure it’s fully covered. Once coated, place the pieces directly into hot oil and fry until golden brown.
The mix is engineered to stick well and fry quickly. The aim is to seal in the flavors while keeping the coating crisp. Since it absorbs less oil, the final product is lighter. Therefore, it becomes the ideal choice.
Read more posts about Fish Fry Mix on the Shark Tank Blog.
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Did Joe’s Gourmet Fish Fry Get a Deal on Shark Tank?
First, Kevin wasn’t impressed with the valuation and bowed out almost immediately. Lori enjoyed the taste but didn’t see the business as something worth investing in, she was out too. Mark followed shortly after, not seeing the fit. Even Robert, who actually liked the product, decided to pass. That left only Daymond. He made an offer of $150,000 for 25% equity. The founders tried to counter with 18%, but Daymond stood firm. Then in the end, they accepted his deal.
What Happened to Joe’s Gourmet Fish Fry After Shark Tank?
The deal with Daymond never closed. Since appearing, they have added a ziploc to their packaging. In 2019, the company announced it would be introducing a prepared fried catfish product in the over 1200 stores where they have a presence.
The fish is provided by Inland Seafood, a Georgia-based company that already operates an extensive distribution network in the U.S. Southeast. They opened a restaurant inside a Walmart in Lithia Springs, Georgia. This is the first restaurant in what will be a franchise offering that they announced in November 2020. As of March 2022, they are in over 1200 stores. These stores are in the east of the Mississippi. It is places like Walmart, Winn Dixie, Publix, Meijer’s, and more that have the product for sale.
As of August 2022, they have not attracted any new franchisees. However, the business is doing well. By August 2024, they had closed the restaurant. The fish fry mix is still widely available at the aforementioned stores. Annual revenue is estimated between $1 million and $5 million.
***Editor’s Note: I’ve tried this on both fish and chicken, and it’s a good fry batter!***
Where Can You Buy It?
Check out their Facebook or Twitter for more updates on the product. You can find the product on their official website. It is also available on Amazon.
Quick Summary
- Joe and Maranda Dowell pitched their business Joe’s Gourmet Fish Fry on Shark Tank.
- Joe’s Gourmet Fish Fry is a special powder you can use to coat your fish before frying it. It’s easy to use straight from the bag.
- The entrepreneurs secured a deal with Shark Daymond John.
FAQs
1. What happened to Joe’s Fish Fry from Shark Tank?
They did get a deal, but it didn’t close. However, the brand still grew.
2. How is Joe’s Gourmet Fish Fry doing?
The company is still active. They are selling both online and in stores. The company has now opened restaurant locations as well.
3. What are the ingredients in Joe’s Gourmet Fish Fry?
They use Cornmeal, flour, spices, and salt. This, along with some seasoning blends.
