Slapfish Makes Waves in Indy: Coastal Flavor, Midwest Roots, and the City’s Best Lobster Roll

Slapfish is quietly redefining what fast-casual dining can be, especially when it comes to seafood. Since opening its first Indiana location in Noblesville, the growing local chain has expanded to Mass Ave and Fishers, with a fourth location coming soon to the Market District in Carmel. Behind the brand’s success is owner Mark Weghorst, whose journey from grocery stores and golf courses to gourmet seafood might just be as unique as the restaurant itself.

“I grew up in the grocery store business,” Weghorst says, referencing his family’s well-known market, Broccoli Bill’s in Noblesville. “I was either working there or playing golf professionally. That was my life for a long time.”

When a former restaurant space opened up in the Broccoli Bill’s building, Weghorst saw an opportunity to bring something fresh to the area. Slapfish, at the time, was a budding fast-casual seafood concept that aligned with his entrepreneurial instincts. “We needed to fill the space, and I thought it could work,” he recalls. “I opened the first one there, then came the Mass Ave location, and then Fishers.”

Each location brings a slightly different feel, but the core menu stays true to Slapfish’s mission: high-quality, sustainably sourced seafood with bold flavor and broad appeal. “Fishers and the upcoming Market District location will be identical. Noblesville is just missing a few items because the kitchen’s smaller—no oysters or pasta there—but otherwise it has the core dishes.”

And those dishes have made quite the splash. “The lobster roll is the number one seller across all three,” Weghorst says proudly. “At Mass Ave, the Clobster Grilled Cheese comes in second, while the Power Bowl takes the number two spot at the other locations. Third place across the board goes to the Epic Shrimp Burrito.”

Weghorst is intentional about balancing indulgent seafood classics with lighter, more health-conscious options. “We’ve leaned into our bowls and salads—especially the Power Bowl. Seafood can be very healthy, and we wanted to make sure that was reflected on the menu.”

He’s also spent time fine-tuning the dining experience. The Mass Ave location has gone through three redesigns. “We’ve worked hard to get it just right,” he says. “It’s high-end fast casual. We try to elevate the experience—you won’t find this kind of seafood at your typical fast-casual spot.”

Part of that elevated experience includes a full cocktail menu, a pleasant surprise for many first-time visitors. “We’ve got margaritas, mojitos, Mai Tais, old fashioneds—even Bloody Mary’s,” says Weghorst. “It’s not just lunch and go. People come in, hang out, have a drink, enjoy the food.”

Weghorst also sees Slapfish as a community hub and believes in creating memorable, welcoming spaces. During the height of the pandemic, when Mass Ave traffic moved outdoors, he saw potential. “It was actually kind of magical. I wish they’d block it off permanently. Every day felt like a Friday—people were outside, there was energy. It made it easier for people to stop in.”

Now, with six years in the business and a loyal following, Weghorst has his eyes set on the future. “We’re looking at Cincinnati and Columbus,” he shares. “Cincinnati is more likely since I already have a staff member there. Columbus is great but super competitive, so we want to make sure we’re really ready.”

He also sees food halls as a smart path for growth. “It’s a great way to introduce the brand with lower risk and high visibility. Our food is perfect for that environment—quick, fresh, and easy to grab.”

On a recent visit to the Mass Ave location, I sampled a few of Slapfish’s best-sellers, and the experience confirmed why the restaurant continues to build buzz.

First up were the oysters—an assortment of East Coast and West Coast varieties, served on ice with cocktail sauce, horseradish, and a crisp mignonette. Fresh, briny, and impeccably clean, they were easily among the best oysters I’ve had in Indy. It’s no wonder Weghorst drives to the airport himself to pick them up.

Next came the Epic Shrimp Burrito—a massive, flavor-packed wrap loaded with grilled shrimp, tomato, rice, crispy fries, pickled onion, and guacamole. Served with chips and salsa, this burrito is a meal (or two) in itself. It’s bold, hearty, and bursting with texture.

For something lighter, the Power Bowl is a standout. Perfectly grilled salmon, shrimp, and mahi-mahi rest atop a hearty base of brown rice, salad, sautéed vegetables, pumpkin seeds, guacamole, and a honey-lime vinaigrette. The shrimp had a beautiful sear, and the flavors felt both satisfying and nourishing.

Finally, the crown jewel: Slapfish’s Traditional Lobster Roll. Stuffed with cold Maine lobster knuckle and claw meat tossed in warm butter, a hint of mayo, and lemon, this roll is tucked into a perfectly griddled split-top bun. It’s rich, decadent, and hands-down the best lobster roll I’ve had in Indianapolis. Come for the lobster roll alone, it’s that good.

Slapfish blends the charm of a coastal shack with modern, urban flair. The bright interior, friendly staff, and the unmistakable scent of butter-poached lobster create an atmosphere that’s casually upscale and incredibly inviting.

Whether you’re indulging in a lobster roll and craft cocktail, grabbing a quick Power Bowl on the go, or exploring new seasonal offerings like oysters or ceviche, Slapfish is proving that fresh seafood doesn’t have to mean white tablecloths or oceanside real estate. With plans for expansion and a focus on quality, community, and creativity, Slapfish is here to stay—and that’s something seafood lovers across the Midwest can celebrate.