The next chapter for a Bondi Beach-born food brand will begin with a name that does not mention fish at all. Fishbowl is becoming Thisbowl, with its founders saying the change reflects a business that has evolved considerably since its first store opened in the suburb in 2016.
Read: Bondi Beach Bowl Craze Hits New York as Thisbowl
The rebrand is beginning at the newly renovated Bondi Beach store, before the Thisbowl name is rolled out across the Australian network by mid-October. The business has grown from its original Bondi shop into a national chain and a presence in New York.
The reasoning behind the change is rooted in the menu. Fishbowl originally offered three protein choices: kingfish, salmon, and tuna. A decade later, salmon is the only seafood protein still available, while chicken and beef account for a larger share of orders.
That has made the original name less reflective of the menu, according to the founders. They say the word “fish” can lead prospective customers to assume the restaurants are primarily seafood venues, including instances where customers at the Manly store reportedly expected fish and chips.
Thisbowl is intended to give the brand a broader identity. Rather than pointing customers towards one particular ingredient, the new name is designed to reflect a menu that has expanded considerably since those early seafood-focused days.
The change also comes with some continuity. The hand-drawn logo will remain, while the founders have acknowledged that some regular customers may continue calling the restaurants Fishbowl. The business has previously used variations including Fishbowl Poke and Fishbowl Sashimi.
From a tiny Bondi store
Fishbowl was founded by Nathan Dalah, Nicolas Pestalozzi, and Casper Ettelson, three university students who were looking for fast food that was fresh, tasty, healthy and affordable. Their first Bondi Beach store measured about 26 square metres, and the founders set out with a broader ambition to change the culture of fast food.
According to Thisbowl’s website, the founders wanted to challenge the idea that fast, accessible and affordable food had to come at the expense of taste, nutrition or authenticity. That vision became the foundation for a business that has since expanded well beyond its first shop.
The company now says it has more than 60 restaurants across Australia and has expanded into New York. Its stated identity also combines food with interests including design, music, art, movement and community.
A name for the next chapter
The move to Thisbowl is intended to give the business a name that reflects that evolution. The founders have described the new identity as open-ended, allowing the brand to represent its current menu and future direction rather than remaining tied to seafood.
Read: Now Open! FSH MKT for Takeaway Meals in Bondi from the Fishbowl Group
The rebrand is also bringing the story back to where it began. The renovated Bondi Beach location is where the new identity is being introduced, marking another stage in the business’s story a decade after its first store opened there. Fishbowl was the name that launched the brand, but its founders say Thisbowl better reflects the menu and direction of the business today.
Published 26-September-2026
