Fast-casual seafood brand Cousins Maine Lobster enters the Des Moines market on August 22, staging a grand opening celebration at 3610 8th Street SW in Altoona, Iowa, from 11 a.m. to 7 p.m. Co-founder Sabin Lomac is scheduled to attend alongside franchisee Karan Singh and the local team, marking the brand's first foothold in Central Iowa.
The Franchisee Behind It
Singh is an experienced operator within the Cousins Maine Lobster system, and his Des Moines truck is positioned to serve community events, local businesses, breweries, and neighborhood gathering spots across the metro area. "Des Moines has an incredible sense of community, and I'm excited to introduce Cousins Maine Lobster to customers across Central Iowa," Singh said. "Our food trucks are built around bringing people together for a memorable experience."
Lindsay Herberger, Director of Franchise Development at Cousins Maine Lobster, framed the move as a deliberate market choice. "Des Moines is a strong community-driven market," she said, noting Singh's grasp of the hospitality standards and energy that define the brand's truck experience.
Menu and Market Fit
The opening menu centers on the brand's signature lobster rolls: the Maine Roll served chilled with mayo, the Connecticut Roll served warm with butter and lemon, and the Garlic Butter Roll with garlic butter, Parmesan, and seasonings. The truck will also offer lobster tacos, lobster grilled cheese, lobster bisque, New England clam chowder, and whoopie pies — a breadth of options designed to convert first-time guests into regulars at repeat stops around the city.
For operators watching fast-casual seafood expansion, the Des Moines entry illustrates how mobile foodservice concepts continue to use the food truck model as a low-barrier market-entry vehicle. Rather than committing to a brick-and-mortar lease in an untested market, the franchisee can build brand awareness and a loyal customer base before considering a permanent location — a playbook that has driven Cousins Maine Lobster's national growth since it began franchising.
Franchise Growth Context
Founded in 2012 by cousins Sabin Lomac and Jim Tselikis, Cousins Maine Lobster gained national attention after the pair appeared on Shark Tank and partnered with investor Barbara Corcoran. The brand has since expanded to 50 locations nationwide, operating through food trucks, brick-and-mortar restaurants, and a direct-to-consumer online shop. The Des Moines launch adds to that footprint and signals continued franchise appetite in mid-size Midwestern markets that larger coastal seafood concepts have historically underserved.
For food truck and mobile foodservice operators tracking consumer demand signals, Cousins Maine Lobster's sustained growth in non-coastal markets points to broadening mainstream appetite for premium seafood outside traditional coastal corridors. The brand sources its lobster from Maine's coastal communities and positions quality sourcing as a core differentiator — a message that resonates increasingly with value-conscious consumers willing to pay a premium when provenance is clear.
Customers can track the Des Moines truck schedule and order ahead through the CML Mobile App, which also supports loyalty rewards.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
