Fresh Off The Hook founder Neil De Re has seen the coronavirus crisis up close in a way many haven’t.
In addition to founding two Fresh Off the Hook locations in Whittier, De Re works as a medical practitioner by day. His clinic recently began conducting COVID-19 testing to help the local community.
“Do I have more white hairs since this started? Of course,” De Re said. “But I think we’re all seeing that we’re going to get through this.”
De Re has witnessed the empty tables and dining rooms in restaurants. He’s felt the struggles of his employees and customers through the economic hardships. But he remains confident in the community he serves.
“Fresh Off The Hook has been a staple in the community for seven years. The new restaurant has been around for two years. We’re active in the community,” De Re said. “The customers know us in the community. That’s really helped out with the to-go orders and curbside pick-up.”
A member of LAFC’s Bar Partners program, Fresh Off The Hook teamed up with the Club’s Black & Gold Community Fund this week. The restaurant delivered an entire meal to a family in need. I had a chance to catch up with De Re and his business partner Dan Caballero to talk a little bit more about Fresh Off The Hook and their involvement in the community.
Below is our Q&A:
Tell me about Fresh Off The Hook, the name really says it all but tell me a little more about what you offer at the restaurant?
Neil: Fresh food, that’s what we all want. We were able to bring that to the restaurant. Fresh fish made to order and it’s a scratch kitchen. Everything is prepared in the morning. The way they prepare in the morning is beautiful to see with fresh tomatoes, green peppers, and onions that go into our house salsa. We wanted to bring that to the table.
Fresh fish, fresh salsa, tortillas that are handmade, and fresh guacamole, that’s amazing. And the flavor is there too. That’s what I love. And we’ve got a great staff. We’re always working at keeping that menu with the flavor there and amazing dishes. And trying to keep the calories on the lower side. Fish is always a great protein.
Dan, you joined on as a business partner after restaurants founding, what made you want to be a part of Fresh Off The Hook?
Dan: It’s definitely a family restaurant. You see the same employees there when you go through. And they’re in good spirits and that shows with the customer service.
For me, it’s very personal. I always wanted to have a restaurant. I saw the passion in Neil and what he was doing for the community. I saw the employees. They’re energetic and just ready to really be there for the customer.
We’re not just a restaurant, we’re like a family. We’re always there for our customers through the good and through the bad. I feel like when I walk in that door and I see a customer, obviously, right now it’s tough times, but still just saying hello and asking how they’re doing, just having a small conversation with the customer. And I truly do miss that.
You know, two months ago, we were able to really just walk up and touch every table and have a conversation with customers. And I really miss that. That’s really the reason I came in. The fresh food, the scratch kitchen, I’m totally for that. And when I get into a business, I have to believe in it. I have to believe in the system, I have to believe in the people, and that’s why I did it. I’ve lived in Whittier since 1996, so it’s a staple for me. What better thing to bring than fresh food, quality, and a team together. And to employ people and grow the business. Essentially, that’s what we want to do. So, it’s a passion for me. It makes me happy when I walk in there.
Fresh Off The Hook has been in Whittier for seven years and you opened a second location that’s been around for two years, how important has the local community been to the success of the restaurants?
Dan: It’s important because quality means everything. But not just quality, it’s being thankful for your customers. It’s showing that gratitude and that you do care. Just a simple thank you. Thank you for supporting the restaurant, thank you for being here. And this goes before even COVID-19.
It definitely shows. We’re slowly picking back up the pieces. And the customers continue to come out. They’ve supported us since Day 1 and through all this. So being there for that customer and showing the quality and asking them how we can become better is something we always ask. And they really find that you care. That to me is personal because I appreciate that. I always like to treat the customer the way I’d like to be treated when I walk into a restaurant.
And I see that passion in the restaurant and in our employees. We always train our employees to do the same.
What’s the impact of the partnership with LAFC and the Black & Gold Community Fund in your community?
Neil: Even if you touch one family, that’s amazing. The food is fantastic, and they’ll be enjoying the food as they eat it. You’re helping out in a time when a lot of us need more assistance. And maybe it’s through food.
It’s scary right now. A lot of people are getting laid off and you’re hearing about diminishing food banks. I think it’s great to get the food to some of these families that need it. I love that and the team that we’re creating with LAFC. I love football. I grew up with it. But what better way to do this. Let’s get this thing moving forward and let’s get our food to these families. I think it’s great.
Dan: When LAFC reached out to us, I didn’t hesitate. I was like, ‘Yeah, what can we do to help?’ We’re here.’
We’re all in this together. That’s the bottom line. So, whatever we can do in the community, in our own way, we’re here to help.
