Expanding, this popular Boise restaurant chain is ‘flipping the script’ on Utah
When Paddles Up Poke opened downtown in 2017, Dan Landucci was a 27-year-old Boise State graduate chasing his dream of starting a local restaurant.
Eight years later, he’s on the verge of owning a multi-state franchise chain.
With five Treasure Valley locations, Paddles Up Poke already is locally renowned for its Hawaiian-style poke (pronounced POH-keh) — delicious raw, marinated fish served in customizable bowls and burritos.
But the Boise brand is about to take a leap to the next level.
Expanding this fall, the chain is slated to debut in Utah. Olisi Lui, father of former Boise State nose tackle Sonatane Lui, signed a franchise deal for Paddles Up rights in the state. The first restaurant is on track to open this fall at 611 S. Main St. in downtown Salt Lake City. “I think it’s going to rock it out there,” Landucci raves.
Utah chains such as Mo’ Bettahs, R&R Barbecue, Crumbl and Swig have infiltrated the Boise area in recent years. “So this is kind of flipping the script,” Landucci points out, “and representing Idaho and giving something to Utah.”
Lui is “very involved in the Salt Lake community, similar heart as mine,” Landucci adds. “He’s got experience in the restaurant industry and is just an awesome dude. So I’m excited for them to take it to Salt Lake and grow it and do the same thing we’ve done here in a little bigger market.”
Lui first tasted Paddles Up when his son took the family to the original downtown store. “We just fell in love with it,” Lui said.
Lui, who has a quarter century of experience in restaurants and catering, plans to “take it one store at a time.” But the hope is to “follow what Dan did and add multiple stores here in Utah,” he said.
“There’s so many Hawaiian places locally, so poke is just a fit for Utah,” Lui explained. And although there are other poke choices in the area, they aren’t Paddles Up quality, Lui said.
“As somebody who used to live in Hawaii myself — and I go there frequently — I think it’s still got a long way to go. So that’s when I met Dan and got to see what he had. I thought it was perfect for a place like Utah. Because not only do we have a base that loves that kind of food … the quality is the closest to what we have back on the island. So I just loved it.”
Idaho expansion
As Paddles Up spreads in Utah, Landucci hopes to find the right franchisees to grow even more in the Gem State. To places like Couer d’Alene, Twin Falls, Idaho Falls and Ketchum.
After that? “We’re ready to franchise in any state,” he says. “We have every state registered.”
Landucci brims with confidence about his product. Paddles Up’s food is health-oriented and served efficiently. The fast-moving lines at lunch time are tangible evidence that customers approve.
“So far, we’re having our best year across the board,” he says. “I think with the quality that we’re really pursuing, people are catching on.
“We had to bring up prices a little bit,” he adds, ”which is never fun. But when you’re eating poke, you want quality, right? … I don’t want to be known for the cheap poke bowl. I want to be known for the best poke bowl.”
Landucci estimates that a poke bowl is equal to about two and a half to three sushi rolls. “So for 15 bucks … that’s a pretty good deal,” he says. “I know all the fish distributors. I know who’s ordering what, and our fish is equal to any sushi offered, quality-wise. So you’re paying for what you get. Plus you’re getting a good deal. Plus it’s quick. And you’re going to feel good all day.”
Last year, Paddles Up Poke added kalua pork to the protein options, which — besides fish — already included teriyaki chicken. “I think we have some of the best kalua pork ever,” Landucci brags. “We slow roast it for 18 hours.”
And Idaho State Capital Nachos return to the menu Sept. 1.
Goal: 50 restaurants
Taking Paddles Up Poke to the masses is not a new concept for Landucci. For years, he’s had 50 stores as a goal. “I think that’s coming,” he maintains. “I think we have the best poke. Everything’s just built with the customer in mind, and I think we can take it — nationwide’s kind of the goal. And the way we give back to the community, that’s built into the franchise, too.
“I think that makes it a little harder to find the right person to open franchises,” he admits, “because we want them to have that heart like I do that wants to give back a lot. But there’s a lot of people out there like that.”
For now, get ready, Utah. If Lui eventually ended up opening, say, seven restaurants statewide, and Landucci scores even another two as Idaho franchises, “we’d be looking at 14,” he says.
“We’re not at that 50 yet,” Landucci admits enthusiastically, “but getting there!”
This story was originally published August 11, 2025 at 4:00 AM.