‘Nobody even knew’ what this Boise restaurant served. Now it’s expanding — 50 stores?

Already a growing brand, Paddles Up Poke will dip its oars into faster-moving water in 2024.

Launched in downtown Boise in 2017, the quick-service restaurant has replicated locally every year since — except this one. Taking an expansion breather, owner Dan Landucci spent time reorganizing the company.

With a new year approaching, it’s time to take the raw, marinated fish concept to the next level, he says.

“I’m refreshed again,” explains Landucci, 32, a married father of three. “So I’m ready to go another six years of pushing this thing.”

Landucci plans to open his first Eagle restaurant next spring at 78 E. Eagle River St., suite 115, next to Idaho Pizza Company in the Eagle River development. It will join the original Boise location, along with stores at The Warehouse Food Hall and Boise State University, and in downtown Nampa and The Village at Meridian.

But starting Jan. 1? Landucci will offer Paddles Up Poke franchises for sale.

Goal: 50 stores

“My goal,” Landucci reiterated this week, “has always been 50 stores.”

As Boise State graduates, Landucci and his wife, co-owner Laura, promote an active Idaho lifestyle at Paddles Up. As the website brags, it’s “the official poke shop” of the Boise State Broncos, Boise Hawks and Idaho Steelheads.

He thinks a similar, community-minded version of the Paddles Up formula can work nearly anywhere.

Optimally, the brand will return to the Wood River Valley, Landucci says. He closed his Ketchum restaurant in 2020 after the commute from Boise proved too difficult. “Our store there did so well,” Landucci remembers.

He also wants restaurants in Pocatello, Twin Falls and Coeur d’Alene.

But that’s just the beginning.

“I have a lot of interest from people in Washington, Oregon, Utah and California,” Landucci says.

One way or another, he’s “100 percent” confident that of out-of-state franchising will move forward.

“I’ve traveled to all of these Western states and Northwest states and tried every poke shop,” he says. “There’s some good ones, for sure, but I think we’re the best. And I think once you try us and our model, and also our marketing strategy and the community involvement — no other poke shop’s doing that. And I think people want that.”

Landucci plans to go with what he calls the “Chick-fil-A model”: owner-operator franchisees.

“Giving back to the community, community involvement ... I don’t want to lose that,” he says. “Whoever purchases a Paddles Up, I want them to have that heart for their community like I do. I give a lot back to local sports, local schools and the city.”

Evolving menu

The Eagle restaurant will reflect the menu evolution of Paddles Up Poke. Fast, fresh, health-focused bowls of rice, diced fish and veggies remain the sales pitch, as well as sushi burritos and salads. But cooked protein options are gaining traction, too.

“Poke’s still our No. 1. That’s what people come for. But we launched chicken maybe a year into opening, and that’s really taken off,” Landucci says. “So we’re starting to add more. We’ve got the tequila lime shrimp, which is really popular. Then we’re adding kalua pork next year.”

When all is said and done — 50 stores or five stores — Landucci has created something special.

“Every day our stores are gaining new customers,” he says. “First-time poke eaters at a high percentage. And we’re turning people on to the love of poke, which is cool.

“When we first opened, nobody even knew what it was.”