On the Hook Fish and Chips

The vendor opportunity at On the Hook Fish and Chips

On the Hook Fish and Chips is a quick-service restaurant concept headquartered in Wyoming. For software vendors, the immediate addressable market is small: 9 total units, with 6 company-owned and 3 franchised locations. While the system is not large, the brand’s centralized control and a clear technology mandate create a focused sales target. The average unit volume is not disclosed in the 2025 FDD, and year-over-year unit growth is not available. Vendors should view this as a tightly held account where a single relationship at HQ can unlock the entire system.

The franchise structure imposes a 7.0% royalty on gross sales, with an initial term of 10 years. This long-term commitment signals stability, and the renewal framework—up to two additional 5-year terms—means franchisees are locked into the brand’s operational standards for potentially two decades. For a vendor, getting specified into the tech stack early could yield a long-tail revenue stream as the system matures.

Who controls software purchasing

Software purchasing authority sits squarely at the headquarters level. The 2025 FDD lists four executives in Item 1: Ocean Andrew (President), Blaine Rasmuson (Vice President), James Bowman (Scheduling and Advertising Manager), and DongJoo (DJ) Kim (Field Operations Director). No dedicated Chief Information Officer or Technology Officer is named, which is typical for a system of this size. The President and Vice President are the most likely final decision-makers for any platform-level software investment. Bowman and Kim are probable influencers for tools touching scheduling, marketing, or field operations.

Because the brand mandates a specific POS, any vendor selling complementary or adjacent software—such as loyalty, inventory, or labor scheduling—must integrate with that mandated system and will need buy-in from this small leadership team. There are no multi-unit operators mapped in our corpus, meaning every franchised location likely reports directly to the franchisor for technology compliance.

Mandated and current tech stack

The technology landscape at On the Hook Fish and Chips is defined by a single mandate: Square by Block, Inc. The 2025 FDD explicitly requires franchisees to use Square as their point-of-sale system. This is the only named technology vendor in the filing. No additional mandated systems for back-of-house, accounting, payroll, or online ordering are disclosed.

For a software vendor, Square’s presence is a double-edged signal. It provides a known integration target with a robust API and app marketplace, but it also means the brand may already have access to Square’s native ecosystem for payments, payroll, and marketing. The absence of other mandated tools suggests whitespace for vendors in areas like inventory management, catering logistics, or advanced scheduling—provided they can demonstrate seamless interoperability with Square.

Procurement, renewals, and timing

Procurement rules are opaque. The FDD contains no extract from Item 8, which typically outlines whether the franchisor designates specific suppliers, maintains an approved supplier list, or allows open purchasing. Vendors should assume a high degree of franchisor control given the centralized management structure and the POS mandate. The safest path to adoption is a direct sale to HQ, with a top-down rollout to the 3 franchised and 6 company-owned units.

Timing a pitch requires attention to the renewal cycle. The initial franchise term is 10 years. Item 17 specifies that a franchisee in good standing can sign successor agreements for up to two additional terms of 5 years each, unless the franchisor decides to withdraw from the geographical area. These renewal windows—at the 10-year mark and again at 15 years—are natural inflection points when franchisees may be required to adopt updated technology. With the brand’s small current footprint, new unit openings also represent discrete sales opportunities.

How to read the On the Hook Fish and Chips FDD

The full 2025 Franchise Disclosure Document is available below. Key sections for software vendors include Item 11, which details the franchisor’s obligations regarding technology and the Square mandate, and Item 17, which governs renewal and transfer conditions that can force technology upgrades. Item 1 identifies the executives you will need to engage. Because no Item 8 procurement extract is available, vendors should use the FDD to prepare specific questions about supplier approval processes during initial discovery calls with HQ.

For a ranked target list of franchise systems that match your software’s ideal customer profile, FranCloud can help you prioritize accounts by tech stack, decision-maker structure, and unit growth trajectory.