Family, not fortune: Why Uncle Sharkii spurned $35M to guard the ‘Spirit of Aloha’

Operations

Co-Founder and Chief Operating Officer Raymond Reyes said the fine print didn’t read like freedom; it read like control.

November 12, 2025 by Cherryh Cansler — Editor, FastCasual.com

Uncle Sharkii Poke Bar, a Hawaiian-inspired brand based in Texas, recently turned down a $35 million investment deal, citing concerns the cash would dilute its core identity.

“On paper, it looked like a dream deal: $35 million, global expansion, and the kind of headlines most founders only imagine,” Co-Founder and Chief Operating Officer Raymond Reyes said in an email interview. “But when we looked closer, the fine print didn’t read like freedom; it read like control.”

Although Reyes declined to name the investor, he said the company was a highly respected, family-run organization based in Japan. He declined the offer, prioritizing authenticity and measured growth over rapid, financed expansion of his 25-unit brand.

The red flag was the investor’s request to introduce non-core menu items like Japanese onigiri.

“Uncle Sharkii was built on Hawaiian roots — humble beginnings, poke bowls, Dole Soft Serve, boba tea and the Spirit of Aloha. That’s our identity,” Reyes said. “We didn’t want to become another poke brand that took a large investment, lost its soul and ended up serving fusion items that erased the story we were built on.”

The real estate advantage

Instead of leveraging major investment capital, the company is relying on a strategic, low-cost real estate model designed for accessibility and speed to market.

Reyes said its locations inside Walmarts and Universal Studios, for example, provide access to everyday America and a global stage. Another key advantage is its use of second-generation restaurant spaces.

“Instead of spending $400,000 to $500,000 like most QSRs, we can open stores for under $100,000 and often in a matter of weeks,” Reyes said.

The stores are small and efficient, averaging 400 to 800 square feet and requiring only two to five team members per shift. The lean model is designed for a fast return on investment with many franchisees seeing a positive return within 12 to 18 months.

The low-investment strategy is intentionally designed to support a wider range of franchisees, including veterans, first responders and first-time business owners who may not have million-dollar capital, said Reyes.

Menu mix, ‘Aloha in Action’ culture

Uncle Sharkii is also differentiated by its signature menu mix, crucial for standing out in a crowded poke market.

“Everyone was serving the same bowls, using the same buzzwords,” Reyes said. “Our mix of Hawaiian poke bowls, boba teas and Dole Soft Serve creates a balance that appeals to all generations.”

Ultimately, the decision to decline the investment boiled down to protecting the brand’s culture, encapsulated in its internal framework, “Aloha in Action.”

“Scaling doesn’t mean losing our soul. It means sharing it with more people,” Reyes said. “We’d rather grow at our pace, stay family-run, and protect the Spirit of Aloha that started this journey. That, to us, is worth far more than $35 million.

“Uncle Sharkii isn’t just a company. It’s our Ohana, and the world is invited. Mahalo.”

About Cherryh Cansler

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