OUR STORY
It Started with Two Guys
AND a CravIng for Oysters.
No restaurant experience. No franchise experience. No master plan.
Just a simple idea that the world needed a place where really good seafood, cold drinks, and good people could all show up in the same room.
CAROLINA BEACH, 2007
Founders Matt Piccinin and Sean Cook didn’t set out to build a franchise. They set out to build the kind of place they actually wanted to hang out in — a real neighborhood oyster bar on the Carolina coast where the seafood was fresh, the drinks were cold, and nobody took themselves too seriously.
What they built was Shuckin’ Shack Oyster Bar. A bar-first, restaurant-second kind of place. No tightened neck ties, no cufflinks, no bored hostess. Just enthusiastic hellos, warm goodbyes, and a genuine good time in between.
By 2014, it was clear this thing had legs — and founders Matt and Sean brought in now CEO Jonathan Weathington to help grow the brand. Today, Shuckin’ Shack has 18 locations across six states. But the spirit of that first little shack? Still in every single one of them.
Everything We Do Comes Back to This.
That’s not just a mission statement. It’s a daily standard — for our staff, our franchise partners, and every person who walks through one of our screen doors looking for a good meal and a better time.
HOW WE LIVE
We Don’t Do Business by the Book.
We Do It by Our Values.
These values weren’t created in a boardroom. They came from a real conversation about who we actually are — as people, as operators, as a brand.
RESPECT
⸻RESPECT
We treat each other, our guests, and everyone in our orbit the way we expect to be treated. Embracing who people are — that’s not a policy. That’s just how decent people operate.
INTEGRITY
⸻INTEGRITY
We know what’s right. We do it even when no one’s watching. Our franchisees, our staff, and our partners can count on us to mean what we say and do what we promise.
SUSTAINABILITY
⸻SUSTAINABILITY
From protecting the coastlines we love to supporting responsible fishing and renourishing oyster beds, we think about tomorrow, not just today. What we take, we give back.
EXCELLENCE
⸻EXCELLENCE
We don’t aim for “good enough.” We aim for memorable. Going beyond what’s expected isn’t extra credit here — it’s the baseline.
THE PEOPLE BEHIND THE BRAND
The Team You’re Actually Getting Into Business With.
When you franchise with Shuckin’ Shack, you’re not handing your investment to a nameless corporation. You’re partnering with people who have sat behind this bar, shucked bushels of oysters, and built this thing from the ground up.
Recognized as Entrepreneur of the Year, Matt’s carpentry and design instincts are baked into the look of every location. His big-idea energy turned a small Carolina Beach bar into something worth franchising.
A multiple-time Entrepreneur of the Year winner, Sean shapes the brand’s direction and voice. His passion for environmental conservation is why sustainability isn’t just a value — it’s a way of doing business.
Jonathan joined in 2014 and has led the brand’s growth with the same people-first philosophy it was founded on. Featured in FSR Magazine, Business North Carolina, and Franchise Times. He’d say he’s just got oysters to sell.
Patrick is the first real conversation you’ll have about becoming a franchise partner — and he makes it a good one. He leads franchise development, walks partners through every stage, and stays invested long after the ink is dry.
THE SUPPORT TEAM YOU’LL WORK WITH DAILY
Getting open is only the beginning. From operations and training to marketing and ongoing support, these are the people our franchise partners actually work with to build their businesses.
Sarah connects franchise partners with the people, resources, and coaching they need to succeed. She guides owners through new store openings, helps them set meaningful benchmarks, and works alongside them to build stronger operations at every stage.
Darren keeps the brand visible and franchise partners supported through social media, email, print, and local promotions. From opening-day details to system-wide campaigns, he brings fresh ideas, steady encouragement, and the kind of energy that keeps morale high.
Nancy has been keeping an eye on Shuckin’ Shack’s books since 2008 and officially joined the team in 2018. She brings sharp financial oversight, keeps the office running smoothly, and—when necessary—keeps everyone else in line, too.
Samantha helps franchise partners deliver a great guest experience day in and day out. She develops practical training tools and operational systems while working closely with owners and leadership to make every Shuckin’ Shack run a little smoother.
Aubree brings the Shuckin’ Shack brand to life across menus, shirts, signage, social media, and everything in between. She gives franchise partners custom creative for local events and promotions, balancing brand consistency with fresh ideas inspired by each community.