Fish Delish opens first outlet in Serbia, taking its network to 18 locations

Croatian franchise chain Fish Delish has opened its first outlet in Serbia, in the Belgrade Waterfront development, bringing its network to 18 locations. According to a report published by Večernji list on 9 November 2026, the Belgrade outlet began trading just under a month earlier. For a concept launched in a shipping container on the Croatian island of Murter in 2020, this marks another step in its international expansion.

Belgrade becomes the Croatian franchise’s latest destination

The move into Serbia gives Fish Delish a foothold in a neighbouring market. Its first outlet there is in the business district of Belgrade Waterfront, continuing the expansion of the fish-based fast-food concept founded by entrepreneur Stefano Petrović.

Serbia was among the markets Petrović mentioned in earlier announcements about the franchise’s development. That part of the plan has now been realised with the opening of its first outlet. The news is significant for Croatia’s franchise sector, as it highlights a home-grown concept building a presence abroad alongside its domestic operations.

The network comprises 18 locations, three of which are owned by Petrović’s company. This shows that Fish Delish’s growth is not limited to opening company-owned outlets: franchising plays an important role in the brand’s expansion. However, the number of locations alone says nothing about an individual restaurant’s revenue or return on investment. It should therefore be viewed as an indicator of the network’s scale, rather than a measure of potential profitability for a future partner.

From a container on Murter to a fully developed concept

The business has a precise starting date: Petrović opened his first fish eatery on Murter on 15 July 2020. It began in a shipping container and, over the following six years, grew into a chain with a presence beyond Europe.

Fish-based fast food has remained at the heart of the menu. In the meantime, however, Fish Delish has developed more than just a network of outlets. Večernji list describes it as a fully developed concept encompassing recipes and distinctive graphics used in its interior design. These are tangible elements of the brand’s identity that support its expansion beyond the original location.

The distinction between a single food outlet and a concept that can be replicated elsewhere is central to understanding its franchise development. The Murter beginnings explain Fish Delish’s origins, while today’s network shows how far the business has moved beyond its original single-outlet format. The Belgrade opening is the latest reported example of that development, rather than a separate venture unrelated to its Croatian roots.

New Jersey is trading; Las Vegas remains under consideration

Fish Delish’s international presence includes New Jersey in the US. According to Večernji list, the chain has been operating there for several years, with the Petrović family gaining experience of doing business on another continent with support from relatives.

It is important to distinguish this existing location from plans for other parts of the United States. Although Las Vegas featured in earlier announcements, the latest report says the business is still carefully assessing the best sites there. Las Vegas should therefore not be presented as an operating restaurant or as a confirmed opening with a set date.

Preparations for further US outlets are described as advanced, but no specific opening dates are given. When tracking the network’s development, this means New Jersey is a confirmed operating location, while further US expansion remains a development plan. Distinguishing existing operations from future intentions is particularly useful for prospective franchisees assessing a brand’s experience and reach.

Slovenia and Spain among markets of interest

Alongside Serbia, Petrović identifies Slovenia as an attractive neighbouring market. Discussions have already taken place with potential business partners there, but finding a suitable site remains a challenge. He cites Slovenia’s short coastline, the large number of existing businesses and the difficulty of finding good available premises as constraints.

The Mediterranean, particularly Spain, is another region where Fish Delish is seeking opportunities. Petrović links this interest to the concept’s Dalmatian identity and its potential to resonate in the western Mediterranean. These are areas of interest, not confirmed new openings.

The plans for further development also emphasise the importance of choosing reliable partners. Beyond the existing location count, future agreements and site selection will determine how interest in new markets translates into operating outlets.

Practical takeaway: prospective franchisees should separately verify the performance of existing outlets, the terms of the franchise agreement and the status of planned openings. Fish Delish already has an international network, but each new market and each new site requires its own assessment.