Chicago-based restaurant chain Surf’s Up has just opened a new location at Chicago’s Soldier Field, and is selling their Southern-themed Gulf Fried Jumbo Shrimp and French fries at the stadium. This will be Surf’s Up’s eighth franchise in Chicago, and their first arena location.
“We’re absolutely thrilled to open our first arena location at Soldier Field, home of our beloved Chicago Bears. We’re excited to serve Surf’s Up’s fresh and delicious Gulf Fried Jumbo Shrimp and French fries to fans at football games, concerts, and other events at the stadium. As Bears fans know, it gets cold in Chicago during football season, so we’re bringing them a taste of the ocean, right to the stadium,” said Eric Roy, Jr., Owner of Surf’s Up in a statement. “And the timing is perfect, since Surf’s Up is serving at the stadium in time for the Bears’ preseason games and late summer concerts. We’re extending beach season way beyond the summer!”
Surf’s Up offers fresh seafood dishes inspired by Southern seafood recipes that were passed down for generations. Menu items at their seven Chicago-area restaurant locations include shrimp po-boys, catfish, fish n chips, lobster n shrimp, chicken wings, fried green tomatoes, and more.
Chicago native Eric Roy, Jr., who has lived in the Windy City all his life, founded Surf’s Up 12 years ago. At the time, he was a corporate tax auditor for the state of Florida, living in Chicago and traveling to Tallahassee frequently for work. As a passionate foodie, he tried many restaurants in his travels.
“I adored Gulf shrimp in Florida, and there was nothing like it in Chicago. My wife, Denise, is a chef, and we took some ideas from the restaurants we loved in Florida, and brought them back to Chicago. This inspired us to open our first Surf’s Up location in 2012,” Eric explained.
By 2014, they’d opened two more Surf’s Up locations, including a franchise that his sister, Vanetta Roy, owns in Chicago’s South Shore area. Then, by the end of 2019, they’d sold an additional four stores. When the pandemic hit in 2020, they took time to network, build infrastructure, generate funding, work with mentors, and think strategically about how they wanted to grow and expand the brand moving forward. Now, in 2024, Surf’s Up has eight locations in Chicago, including the newest Soldier Field location.
As a next step, Eric is planning to sell additional franchises in other geographies, including Nashville, TN, Las Vegas, NV, and more locations out west. He also hopes to secure locations in additional stadiums around the country. As Surf’s Up expands in Chicago and beyond, Eric encourages anyone interested in a franchise opportunity with the popular fast-casual seafood restaurant chain to visit SurfsUpDiveIn.com for more information and to get in touch.
“I can’t wait to go to Bear’s games this season – and in years to come – and see the fans enjoying our food. Denise and I love sharing our Southern-inspired seafood dishes, served by our exceptionally friendly staff, and bringing some of that relaxed beach vibe to the Windy City,” Eric added. “Imagine sitting back, enjoying some tasty Gulf Fried Jumbo Shrimp with a side of delicious fries and watching a football game. Good food, good friends, and a good game – it doesn’t get any better than that.”
