Food & Beverage
Cousins Maine Lobster keeps growth churning through authenticity
Cousins Maine Lobster co-founders Jim Tselikis and Sabin Lomac discuss how this brand has hit big success with food trucks and authentic ingredients.
August 11, 2025 by Bradley Cooper — Editor, ATM Marketplace & Food Truck Operator
Cousins Maine Lobster is quickly becoming the most well-known food truck chain in the U.S. Since its founding in 2012, it has rapidly expanded to include 85 locations consisting of both food trucks and brick-and-mortar restaurants. It also has made big bucks, as it recently surpassed $1 billion in sales.
The brand has become so popular that a truck simply arriving in a town is enough to bring significant local news coverage. But what's fueling the growth of this chain? To learn more about the secret to its success, Food Truck Operator spoke with co-founders Jim Tselikis and Sabin Lomac of Cousins Maine Lobster in an email interview.
Q. What is the history of Cousins Maine Lobster?
Tselikis and Lomac: Cousins Maine Lobster was founded in 2012 by real-life cousins and Mainers, Jim Tselikis and Sabin Lomac. It all started with two things: a food truck and a shared vision to extend the highest-quality Maine lobster to the lobster-starved masses by making it affordable and accessible for everyday consumers. After appearing on Shark Tank, Jim and Sabin partnered with Barbara Corcoran and began franchising in 2014, partnering with entrepreneurs to bring Maine lobster coast to coast with in-house supply chain capabilities and logistics, positioning them to enter new markets efficiently and effectively. Since then, Cousins Maine Lobster has grown into one of Shark Tank's most successful brands, now operating more than 85 units across 35 states with their sights set on reaching 100 units by the end of 2025.
Q. What's on the menu?
Tselikis and Lomac: Our menu brings the flavors of New England coast-to-coast, anchored by our signature lobster rolls made with wild-caught Maine lobster. The Maine Roll is served chilled with a touch of mayo, while the Connecticut Roll comes warm with butter and lemon — simple, classic, unforgettable. This year, we introduced a bold new favorite: the Garlic Butter Roll, served warm with butter, garlic, parmesan and herbs.
Guests can enjoy other specialty lobster entrées like lobster tacos, lobster grilled cheese, lobster tots and our lobster quesadilla, as well as our two soups, Lobster Bisque and New England Clam Chowder. The menu is further rounded out with sides like tots, chips and combos, classic Maine whoopie pies for dessert and multiple beverage options including craft bottled soda from Maine. What sets our food apart is authenticity, a commitment to serving the highest quality Maine lobster, and a business model that supports thousands of hard-working Mainers and an iconic fishery.
Q. What has fueled its growth?
Tselikis and Lomac: Cousins Maine Lobster's success is rooted in the power of its product — wild-caught Maine lobster served in a fast-casual format that's both approachable and unforgettable. Our food trucks spark excitement wherever they roll, delivering an authentic taste of the coast to communities where high-quality seafood is often out of reach. For franchisees, it's a streamlined, comparatively low-overhead concept that launches quickly and builds real connections on the ground. Many of our franchisees have scaled their success, growing into multi-unit operators across their markets.
Q. What sort of franchising model does Cousins Maine Lobster use?
Tselikis and Lomac:We offer a flexible franchise model featuring food trucks and restaurants, creating a flexible solution to accessing diverse markets. This multi-format approach allows the brand to deploy new units often in as little as 90 days. From site selection and launch, to training, marketing and day-to-day operations, our franchisees are supported every step of the way. Most of our franchisees become multi-unit operators, a true testament to the strength and staying power of our proven model.
Q. How has it maintained consistency across so many locations?
Tselikis and Lomac: Consistency starts with a model that works. Our centralized supply chain ensures every franchisee receives the same wild-caught, premium lobster, satisfying our stringent specifications. Whether you're operating a truck or restaurant, success is driven by simplicity: limited SKUs, quick-ticket times and a streamlined labor model that doesn't require prior culinary experience. We've built systems that support speed of service and operational ease, making it easy to execute and scale your business. From immersive training and defined operating standards to real-time support from our corporate team, our hands-on approach protects the integrity of our brand and ensures every customer enjoys the same exceptional experience, no matter where they find us.
Q. What makes its marketing so impactful?
Tselikis and Lomac: Our marketing works because it's rooted in authenticity and experience. The founders' story, our connection to Maine and our high-quality product all resonate with our customers. We combine strong national branding with hyper-local activation, empowering franchisees to build buzz in their communities through road shows, local partnerships with breweries and wineries and through social media. Visually, our food and trucks are showstoppers, with impressive digital signage, a state-of-the-art loyalty and ordering app, all making Cousins Maine Lobster highly shareable and engaging online. The ability to experience authentic Maine lobster in diverse markets outside Maine makes a trip to Cousins Maine Lobster not just a trip to grab dinner, but a fun and exciting experience you want to share with family and friends.
Q. Plans for the future?
Tselikis and Lomac: We're on pace to reach 100 units by the end of 2025, fueled by exciting launches in markets like Oklahoma City, Grand Rapids, Albany, Minneapolis and Milwaukee. Momentum is building as we continue to sign franchisees in new territories throughout the country. At the same time, we're evolving our menu and investing in the systems that power long-term success, ensuring our franchisees are set up to grow with us for years to come.
Q. Anything else you would like to add?
Tselikis and Lomac:Cousins Maine Lobster is more than a food brand. It's a family business built on quality, trust and community. As we grow, we remain committed to our mission: to share the authentic Maine experience by serving premium lobster with unmatched hospitality. Whether it's someone's first lobster roll or their hundredth, we aim to make every experience memorable.
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