Within the past few years, poké bowl restaurants have spread rapidly across the Dallas metroplex. Poké is a raw fish salad popular in Asian and Hawaiian cultures.
FreshFin, a concept which originally opened its doors in Lower Greenville in 2016, can be credited as one of the first restaurants to popularize poké in Dallas.
Earlier this year, FreshFin closed its Lower Greenville location, however, they are currently thriving in its new home in Legacy Hall.
“We don’t like to say ‘closing,’ rather, we like to think of it as a revival,” owner Joon Choe says. “As much as we would’ve liked for the Lower Greenville be our flagship location, I think it makes more sense to have Legacy West as the new flagship. I can’t split my body into two and be in both locations at once, but luckily, I’m able to put my energy into the Legacy West location and focus on making it great.”
After being approached to open a stand in Legacy Hall, Choe was excited for the opportunity to grow within Plano.
“Real estate was definitely a big factor for us moving to Legacy West,” Choe says, “but working with Frontburner Restaurants was the biggest factor for us. Seeing how Frontburner has opened restaurants and proven time and time again to be successful, it was really a no-brainer for me.”
Prior to opening FreshFin, Choe spent a lot of time traveling throughout Asia, learning the craft and studying the food consumption habits of various Asian countries.
“The demands are completely different food-wise,” Choe says. “The fact that each region had its own impact on the type of food that was served, was eye-opening to me.”
Following his travels, Choe decided to take what he learned and incorporate it into FreshFin’s operations. As a restaurant owner, Choe places a lot of weight on customer satisfaction.
“I’m no celebrity by any means, but I always search ‘FreshFin’ on social media outlets to see how people are reacting to the food,” Choe says. “FreshFin is my baby, and I want to see if there’s anything people don’t like about it. I opened this business to serve people and I always want to make it better, for the best interest of my customers.”
From the moment Choe wakes up to when he goes to sleep at night, his mind is always on FreshFin. Luckily, he has a good team behind him to help lighten the load.
“I spend roughly about 80 to 90 hours per week in the restaurant,” Choe says. “ I consider myself always on the run, I’m always taking calls for FreshFin at all hours of the day. Doing everything on my own has been difficult, but I’ve good a good group of people at Champion and Frontburner helping with marketing and advertising. It’s a huge weight off of my shoulders.”
Despite having accomplished more than most 25-year-olds can say, Choe insists he is just getting started.
“I feel like we’ve made such a small dent in Dallas’s industry,” Choe says. “Poké is such a small factor of food in Dallas. For me, I consider my success helping people eat a little more healthy.”
FreshFin is currently open in Legacy Hall. Be sure to stop by and try their many poké bowls, sushi burritos, and their signature Crispy Rice Ahi Tower.