Market Entry
Cousins Maine Lobster is entering the Des Moines market with a franchisee-operated food truck set to open August 22, marking the fast-casual seafood brand's latest geographic push as it works to deepen its national footprint. The launch event runs 11 a.m. to 7 p.m. at 3610 8th Street SW in Altoona, Iowa, with co-founder Sabin Lomac on-site for the occasion.
Franchisee Profile
Leading the Des Moines territory is franchisee Karan Singh, described by the brand as an experienced operator within the CML system. Singh's truck will circulate across community events, local businesses, and breweries throughout the greater Des Moines area — the core venue mix that has defined CML's mobile model since it began franchising in 2014. "Des Moines has an incredible sense of community, and I'm excited to introduce Cousins Maine Lobster to customers across Central Iowa," Singh said. Lindsay Herberger, Director of Franchise Development at Cousins Maine Lobster, framed the move as a continuation of deliberate franchisee selection: "Karan understands the hospitality, energy and quality that define the CML experience."
Menu and Model
The Des Moines truck will carry CML's full mobile menu — Maine Roll (chilled, mayo), Connecticut Roll (warm, butter and lemon), and Garlic Butter Roll (warm, garlic butter, Parmesan) anchoring a lineup that also includes lobster tacos, lobster grilled cheese, lobster bisque, New England clam chowder, and whoopie pies. The sourcing pitch — wild-caught Maine lobster routed through the brand's supply chain — remains central to CML's franchise positioning and premium price justification in the fast-casual seafood segment.
Founded in 2012 by cousins Sabin Lomac and Jim Tselikis and boosted by a Shark Tank partnership with Barbara Corcoran, CML has built a hybrid unit portfolio of food trucks and brick-and-mortar locations totaling approximately 50 sites nationwide. The asset-light food truck format keeps entry costs manageable for incoming franchisees and allows operators to reach dispersed populations without committing to fixed real estate — a structural advantage in mid-sized Midwestern markets where foot-traffic density varies widely by neighborhood. That model aligns with broader fast-casual foodservice trends showing sustained operator interest in mobile and flexible formats as commercial real estate costs remain elevated in secondary and tertiary markets.
The Des Moines opening is the latest in a sequence of market entries CML has used to extend brand presence through area development agreements and individual unit licenses, adding markets where a single entrepreneurial operator can build route density before scaling. Prospective franchisees are directed to the brand's franchise development portal for disclosure documentation.
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.
