Pacific Catch Taps Veteran CEO Sam Hallak for Ambitious Expansion

LOS ANGELES, CA – September 15, 2026 – West Coast seafood brand Pacific Catch announced today the appointment of industry veteran Sam Hallak as its new Chief Executive Officer. The leadership change comes as the 23-year-old company accelerates a significant expansion push, particularly into the competitive Southern California market. Hallak, a seasoned executive with over two decades in multi-unit, full-service restaurant operations, succeeds co-founder Keith Cox, who will transition to a role on the company's board of directors.

The move signals a new chapter for the brand, which has grown from its San Francisco Bay Area roots to 16 locations across California. Hallak is tasked with a clear mandate: to elevate the guest experience, fortify operational discipline, and implement the systems and leadership needed to navigate the company's next wave of growth.

A New Captain with a Proven Rudder

Sam Hallak joins Pacific Catch with a formidable track record in scaling high-profile restaurant groups. He most recently served as Chief Operating Officer of Innovative Dining Group, where he was responsible for operations across a 16-restaurant portfolio that includes renowned brands like Sushi Roku, BOA Steakhouse, and Katana. His leadership at IDG, a group known for its focus on culinary excellence and high-touch guest service, provides a strong precedent for his new role.

Prior to his tenure at Innovative Dining Group, Hallak spent six years at The Kitchen Restaurant Group, where he rose through the ranks from Director of Operations to Chief Operating Officer. His extensive resume also includes roles as an Area Director at Tavistock Restaurant Collection and nearly a decade at The Palm Restaurant Group. This deep experience across various respected brands is precisely what Pacific Catch's investors were seeking to guide the brand's evolution from a regional favorite to a dominant West Coast player.

"Pacific Catch has built a special brand that people genuinely love with real runway ahead of it," said Hallak. "My focus is on the fundamentals: exceptional hospitality in every restaurant, tighter operational execution, and making sure the menu keeps evolving with our guests. I'm excited to work alongside the team to help build on Pacific Catch's 23-year legacy and bring this brand to even more guests across the West Coast."

Charting a Course for Southern California and Beyond

Hallak's appointment is strategically timed with Pacific Catch's aggressive expansion. Having established a strong foothold in Northern California, the company has set its sights on the vast Southern California market. The chain's 16th and most recent opening was in Brea in May 2026, a modern coastal-designed restaurant featuring an expansive patio and lounge at the Brea Mall.

This follows a series of calculated entries into the region, including a La Jolla location in 2021, a Tustin outpost in 2023, and a highly anticipated 5,600-square-foot restaurant near the Santa Monica Pier that opened in late 2024. The company has also announced plans for a future location in Mission Viejo, signaling a continued and methodical push into Orange County. The strategy appears focused on capturing key suburban and coastal communities, positioning its unique "West Coast Fish House" concept in a market crowded with seafood options but underserved by brands that blend chef-quality, sustainable seafood with a casual, accessible atmosphere.

The brand's menu, inspired by the diverse cultures of the Pacific Rim—from Hawaii and Japan to Mexico and Thailand—offers a distinct alternative to traditional fish houses. By featuring items like poke bowls, fresh-catch plates, and creative sushi alongside tiki-inspired cocktails, Pacific Catch has carved out a niche that it now aims to replicate at scale.

The Private Equity Play: Fueling Growth with Strategic Leadership

The leadership transition is a classic strategic move for Brentwood Associates, the Los Angeles-based private equity firm that became the lead equity investor in Pacific Catch in 2016. With a long history of backing high-growth consumer brands, Brentwood is known for installing seasoned operators to professionalize and scale its portfolio companies. The firm's successful investments in other restaurant chains, including Zoës Kitchen, Lazy Dog Restaurant & Bar, and Snooze, an A.M. Eatery, demonstrate a proven playbook of partnering with strong concepts and providing the capital and strategic oversight needed for rapid expansion.

Rahul Aggarwal, a Partner at Brentwood Associates, endorsed the appointment, highlighting the alignment between Hallak's skills and the company's future needs. "I am excited to welcome Sam to Pacific Catch," said Aggarwal. "Sam brings the operational discipline and hospitality instincts that will help Pacific Catch reach its next phase of growth, and I am confident that he has the experience and strategic vision to lead Pacific Catch to new levels of success in the future."

Mike Hislop, a director of the company, echoed this sentiment. "His experience across a number of highly regarded brands, combined with his leadership capabilities, will be invaluable as we continue to build on the Company's strong foundation and pursue the opportunities ahead," Hislop added. The appointment of Hallak is a clear signal that the focus is now squarely on execution, systemization, and maximizing the brand's considerable market potential.

Sustaining the Core: Aloha Hospitality and Ocean-Friendly Sourcing

One of the central challenges Hallak will face is scaling the business without diluting the core principles that defined its success: "Aloha-inspired hospitality" and a deep commitment to sustainability. Maintaining a consistent, high-quality guest experience across a growing number of locations requires robust training and operational systems—areas where Hallak's expertise is expected to be pivotal.

Equally important is the brand's identity, which is intrinsically linked to its responsible sourcing practices. Pacific Catch has built its reputation on serving only verifiably sustainable seafood, adhering to strict guidelines from organizations like the Monterey Bay Aquarium's Seafood Watch program and the Aquaculture Stewardship Council. The company is a James Beard Foundation Smart Catch Leader and partners with the Surfrider Foundation, underscoring its commitment to ocean health. This includes tangible actions like using 100% compostable takeout packaging, recycling fryer oil into biofuel, and sourcing from responsible producers like Verlasso and Forever Oceans.

As Pacific Catch continues its expansion under Hallak's leadership, the ability to maintain these high standards for sourcing and hospitality will be critical. Successfully balancing rapid growth with the preservation of its authentic brand ethos will determine whether the West Coast fish house can become a true coastal empire.