Yasmin Curtis of Two Fish Crab Shack: 5 Things You Should Do To Become a Thought Leader In Your Industry
An Interview With Dina Aletras
Have a positive attitude. It’s no secret that entrepreneurship and the path to success are riddled with challenges and setbacks — anyone can tell you that. What matters the most is how you handle these obstacles, and treat others around you in the process. In many situations, a positive attitude can make all of the difference, even if it’s just because it keeps your spirits up and makes tackling challenges feel easier.
As part of our series about how to become known as a thought leader in your industry, I had the pleasure of interviewing Yasmin Curtis.
Yasmin Curtis is the owner of Two Fish Crab Shack in Chicago and Founder and CEO of Two Fish Distribution.
Since 2016, Two Fish Crab Shack has served a fun-filled seafood menu, which offers guests an array of lobster tails, whole lobster, snow crab legs, catfish, perch that can be paired with its selection of irresistible sauces including 3 The Chi-Way, Garlic Butter, Lemon Pepper, Cajun and Jerk flavors.
After Two Fish Crab Shack took a hit during the pandemic, Yasmin got creative and launched Two Fish Distribution, a frozen shrimp and snow crab leg product, to give customers a taste of her restaurant’s seafood boils at home. Today, Two Fish Food’s seafood boil bags are available in the seafood freezer section at thousands of grocery stores across the country — with its Walmart run starting this fall.
Thank you for taking the time to speak with us! Our readers are eager to learn more about you. Could you provide some background information about yourself?
My name is Yasmin Curtis, a Chicago-based entrepreneur with a passion for bringing seafood to the masses. My journey began in 2016 when I opened Two Fish Crab Shack in the vibrant Bronzeville neighborhood. Our menu, featuring fresh seafood and crab boils, quickly captured the community’s heart, transforming Two Fish into a local favorite.
In 2020, the pandemic forced us to temporarily close our doors to in-person dining. Rather than viewing this as a setback, I saw an opportunity for innovation. Retreating to my kitchen, I began experimenting with ways to bring the Two Fish experience into people’s homes.
The result was a game-changer: I combined our customers’ favorite shrimp and crab legs with our signature “Two Fish 3 The Chi-Way” sauce in convenient, frozen packages. This new product allowed our fans to enjoy the Two Fish flavor from the comfort of their own homes and marked the birth of Two Fish Distribution.
We debuted our 1-pound frozen seafood boil bags in July 2020 at a Mariano’s marketplace event in Chicago. The response was nothing short of phenomenal — we sold out completely within just 30 minutes. This initial success catapulted us into rapid growth. Today, Two Fish Food’s seafood boil bags have found their way into thousands of grocery stores across the nation, available in seafood freezer sections coast to coast.
What establishes you as an authority on thought leadership? Could you briefly share your expertise with our readers?
My role as the leader of two distinct companies has given me a unique perspective on thought leadership. At the helm of Two Fish Crab Shack, I navigate the intricacies of service industry management. Meanwhile, as the driving force behind Two Fish Distribution, I focus on business expansion and packaged goods strategies.
This dual leadership role demands adaptability, as I constantly shift between two different mindsets. However, this challenge has become my strength. The restaurant industry’s fast-paced, customer-centric environment helps my understanding of consumer preferences and market trends, which proves invaluable in product development for Two Fish Distribution. Conversely, the strategic planning and scalability focus of the distribution business enhances my ability to streamline operations and foster growth at the restaurant.
This synergy between my roles allows me to approach challenges with a multifaceted perspective, blending hands-on operational know-how with broader business acumen. It’s this unique vantage point that positions me as an authority on thought leadership, capable of offering fresh, practical insights across diverse business landscapes.
Can you recall a funny mistake you made when you were first starting out? What lesson did you learn from it?
When we first got the deal with Kroger following our success at Mariano’s, we had to transport several boxes of our product to a facility. Important detail — it was the dead of winter, and Chicago winters are no joke. I had a friend helping me load and transport the product from the restaurant to the distribution facility, as it was a big task and many more boxes than we expected. Much to my friend’s chagrin, it was snowing… and they were wearing suede shoes.
There are two lessons here. One, what can go wrong will go wrong. The weather was an unforeseen circumstance, and so was the amount of product we ended up having to move. Going into future situations, you must learn from something like this and expect there will be several more obstacles than you initially plan for. Two, it’s essential to find the humor in a tough situation. It was stressful at the time, but when I look back on this night, I laugh. It’s a great testament to our humble beginnings and makes me excited about where we are now.
What are the most significant disruptions you foresee in your industry over the next five years, and how can businesses adapt to these changes?
Increasingly crowded market: Ready-to-cook quick dinners are becoming increasingly popular and accessible, which is great for our increasingly flexible and fast-paced society. It’s never been easier to find a dinner that’s ready in minutes, but this also means that Two Fish may begin to face a crowded market with many other options like it. The biggest way to combat this is to have a special quality or touch to your product that makes it stand out. For Two Fish, it’s our sustainably-sourced, quality seafood and our specialty ‘3 The Chi Way’ sauce. Combined, these two ingredients give consumers a taste they won’t find anywhere else.
Increase in restaurant delivery apps: Postmates, Uber Eats, GrubHub and others are becoming more and more heavily utilized, even past their initial spike during the pandemic. This allows other restaurants in our space — especially chains — to provide consumers with an easier way to get a seafood meal. Again, the way that we can combat this is by continuing to provide a high-quality, authentic-tasting meal. And, some of these apps do help us — like Instacart. Since Two Fish is available at national retailers like H-E-B, Kroger and Harris Teeter, apps like Instacart help consumers get our product delivered right to their doorstep.
Can you explain the benefits of becoming a thought leader? Why is it valuable to invest time and resources into this?
Becoming a thought leader is important because it allows myself and fellow industry professionals to share the lessons we’ve learned in our own journeys so that others can learn from us. It’s extremely valuable to invest time and resources into this because it allows people like me to pay it forward. I’ve learned so much from others in my industry, and I want to be able to do the same for entrepreneurs and brands that are just starting out.
Can you share an example of a significant challenge you faced in your career and how you leveraged innovative thinking to overcome it?
The most significant challenge I’ve faced so far, like many others in my industry, was the COVID-19 pandemic. When the pandemic hit, we had to close our doors for in-person dining, like every other restaurant across the city. This could have easily been the end of Two Fish — but instead, we pivoted. We began packaging seafood boil bags for our customers to easily cook at home, and after selling 100 bags in 20 minutes at a neighborhood market event, we were approached by Kroger for a trial in local stores. One thing led to another, and today, we’re in retailers across the country like H-E-B, Harris Teeter, Kroger and, starting in October, Walmart.
Facing this challenge, I used the inspiration of my loyal customers and desire to bring them quality meals as an inspiration to think outside of the box and challenge the entire format of how I’d always prepared and served my seafood boils.
Now that we have covered that, we’d love to hear your advice on becoming a thought leader. Can you share five strategies that someone should follow to gain recognition as a thought leader in their industry? Please include examples or stories from your own experience for each strategy.
1 . Be able to pivot.
If I hadn’t been able to pivot in 2020 while my restaurant was closed, there’s a chance Two Fish may not have made it out of the pandemic. But, we took the challenge in stride, and an entirely new company came out of it. Pivoting doesn’t just mean bouncing back when something goes wrong — it also means being able to shift your goals and expectations, and in turn, the steps you take to achieve these goals.
2 . Know your “why.”
Everyone’s “why” looks different. For me, it’s keeping the customer top of mind. This has guided all of my business decisions thus far — most importantly, creating the Two Fish distribution arm to continue providing my loyal customers with fresh meals in a difficult time.
3 . Listen to feedback and don’t be afraid to change.
This is key. As I said above, customers are my “why,” which means that their feedback is of the utmost importance to me and my company. When we first started selling Two Fish boil bags, there was nothing in the bag besides the seafood. Customer feedback opened my eyes to the fact that people wanted an entire meal, and so I added in the corn and potatoes. I’m always open to feedback and constructive criticism, because I’m a firm believer that you can’t grow unless you can change.
4. Take advantage of every opportunity, even if it seems like a longshot.
I recently had the opportunity to attend the Walmart Open Call pitching event and share the story of Two Fish with brand executives, all because I took a chance at sending in one of thousands of applications. And, following the pitching event, Two Fish will officially hit the shelves of Walmart in October. This is all a domino effect, starting because I wasn’t afraid to put my brand and my story out there through an opportunity with such little guarantee of success. Don’t let the fear of failure or the unlikeliness of success stop you from prioritizing your goals.
5 . Have a positive attitude.
It’s no secret that entrepreneurship and the path to success are riddled with challenges and setbacks — anyone can tell you that. What matters the most is how you handle these obstacles, and treat others around you in the process. In many situations, a positive attitude can make all of the difference, even if it’s just because it keeps your spirits up and makes tackling challenges feel easier.
How do you foster a culture of innovation within your organization, and what practices have you found most effective in encouraging creative thinking among your team?
Fostering a culture of innovation is very important to me, because we are all better together. I see this through in Two Fish by always encouraging creativity and listening to the ideas of my team. A lot of our process is trial and error, so I’m always willing to try out a new process or method that a teammate suggests, because you never know which idea is going to change everything.
Who do you think is an outstanding example of a thought leader? What specific qualities impress you about this person?
A thought leader that has always stood out to me is Michelle Obama. What impresses me the most about Michelle, in addition to her outstanding portfolio, is her dedication to walking the walk, and not just talking the talk. Even at her stature, she is very intentional about attending important events and addressing the communities and groups that need to hear from her most. That shows a strong commitment to her beliefs and those who support her.
How do you stay informed about the latest trends and developments in your field, and how do you incorporate this knowledge into your strategic planning?
Trade publications are a great way to keep a pulse on what’s happening in the industry and what other brands are doing. There are several that share daily grocery and consumer goods updates, which definitely helps guide our vision. We also like to attend industry events, such as the Seafood Expo North America. Events like these give us the opportunity to interact with others in our field, build connections and think about how we can bring Two Fish to the next level.
Some people feel that the term “thought leader” is overused and has lost its impact. What are your thoughts on this?
I don’t agree — as someone who is still relatively new to the space, thought leaders are of immense value as leaders, teachers and mentors. I am incredibly grateful to the thought leaders I follow, and am constantly humbled by the opportunity to share my life lessons and experience with others in my industry.
How do you balance short-term business goals with long-term strategic vision, especially in a rapidly changing market?
It’s definitely tricky, as we’ve seen in our recent Walmart win. While we’d love to expand as much as we can, there are challenges that arise when you’re growing at a rapid rate. So, we’ve had to scale back a bit in our initial October launch. But, we are always working behind-the-scenes to adapt our distribution and internal processes to be able to achieve our longer-term goals, such as having a larger national presence in Walmart.
Can you share your favorite “Life Lesson Quote”? How has it been relevant in your life?
“Life is a series of unforeseen events. It I show we act in such situations that reveals our true character.” — Daisaku Ikeda
Every day, I remind myself that life is just a series of events, and the only thing you can control is how you respond and react to these events. When something happens, you have to acknowledge that it happened — whether you like it or not — and focus on what you can do in the moments after to bounce back, keep your head on straight and achieve your goals. More often that not, whatever happens is for the greater good, whether you can see it at the time or not. Reminding myself of this, and this quote, is one of the most important ways I keep moving forward when things get tough.
Many influential figures in business and entertainment follow this column. Is there someone you’d love to have lunch or breakfast with? They might notice if we tag them.
I am constantly impressed and inspired by Indra Nooyi. She has been the epitome of a female leader in the packaged goods industry, and I take her insights and advice to heart. When I’m in need of inspiration, I often watch her MasterClass, where she discusses leading with purpose.
How can our readers further follow your work online?
Readers can follow my LinkedIn and Two Fish’s LinkedIn, where I share industry insights and company updates. They can also check out the Two Fish website to learn more about the product and see where they can find it near them.
Thank you so much for your insights. This was very insightful and meaningful.
About the Interviewer: Dina Aletras boasts over 20 years of expertise in the corporate media industry. She possesses an in-depth understanding of growth, strategy, and leadership, having held significant roles at some of the UK’s largest media organizations. At Reach PLC, the UK’s largest tabloid publisher, she served in various director capacities. Additionally, she held leadership roles at The Independent Magazine Group and DMGT. Her extensive knowledge spans editorial, digital, revenue, sales, and advertising.
Upon relocating to Switzerland, Dina took on the responsibility of managing and promoting the international section of Corriere del Ticino — CdT.ch pioneering the English page “onthespot.” She also was the Co-Editor of Southern Switzerland’s first official Italian and English bilingual magazine.
Yasmin Curtis of Two Fish Crab Shack: 5 Things You Should Do To Become a Thought Leader In Your… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.