Riverside-based Market Broiler has launched a brand refresh, including a slight name change.
Restaurants will now be known as Market Broiler’s Fish House, plus the name of the city they’re in.
Also, restaurants are being remodeled for a more modern feel.
“We call it the lipstick and earrings when it’s basically the front of the house,” founder Rodney K. Couch said in a phone interview.
Market Broiler’s Fish House Huntington Beach at 20111 Brookhurst St. was the first of the chain’s six locations to get a dining room refresh. It was closed for about three weeks.
Corey Walker and Courtney Wann sit by an open window at Market Broiler’s Fish House Huntington Beach on Thursday, May 21, 2026. The Riverside-based restaurant is undergoing a bit of a rebrand to give its locations more of a local feel. Its Huntington Beach restaurant was closed for three weeks for a remodel that added a new, more open interior with warmer coastal colors and windows that open to the breeze. (Photo by Jeff Gritchen, Orange County Register/SCNG)
Corey Walker and Courtney Wann sit by an open window at Market Broiler’s Fish House Huntington Beach on Thursday, May 21, 2026. The Riverside-based restaurant is undergoing a bit of a rebrand to give its locations more of a local feel. Its Huntington Beach restaurant was closed for three weeks for a remodel that added a new, more open interior with warmer coastal colors and windows that open to the breeze. (Photo by Jeff Gritchen, Orange County Register/SCNG)
Market Broiler’s Fish House Huntington Beach on Thursday, May 21, 2026. The Riverside-based restaurant is undergoing a bit of a rebrand to give its locations more of a local feel. Its Huntington Beach restaurant was closed for three weeks for a remodel that added a new, more open interior with warmer coastal colors and windows that open to the breeze. (Photo by Jeff Gritchen, Orange County Register/SCNG)
New interior at Market Broiler’s Fish House Huntington Beach on Thursday, May 21, 2026. The Riverside-based restaurant is undergoing a bit of a rebrand to give its locations more of a local feel. Its Huntington Beach restaurant was closed for three weeks for a remodel that added a new, more open interior with warmer coastal colors and windows that open to the breeze. (Photo by Jeff Gritchen, Orange County Register/SCNG)
Aaron Larragoitiy and Rhe Wilburn serve up drinks at Market Broiler’s Fish House Huntington Beach on Thursday, May 21, 2026. The Riverside-based restaurant is undergoing a bit of a rebrand to give its locations more of a local feel. Its Huntington Beach restaurant was closed for three weeks for a remodel that added a new, more open interior with warmer coastal colors and windows that open to the breeze. (Photo by Jeff Gritchen, Orange County Register/SCNG)
Server Ashlee Dorantes delivers food at Market Broiler’s Fish House Huntington Beach on Thursday, May 21, 2026. The Riverside-based restaurant is undergoing a bit of a rebrand to give its locations more of a local feel. Its Huntington Beach restaurant was closed for three weeks for a remodel that added a new, more open interior with warmer coastal colors and windows that open to the breeze. (Photo by Jeff Gritchen, Orange County Register/SCNG)
Bartender Rhe Wilburn chats with regulars Ken Gibson and Steve Underwood at Market Broiler’s Fish House Huntington Beach on Thursday, May 21, 2026. The Riverside-based restaurant is undergoing a bit of a rebrand to give its locations more of a local feel. Its Huntington Beach restaurant was closed for three weeks for a remodel that added a new, more open interior with warmer coastal colors and windows that open to the breeze. (Photo by Jeff Gritchen, Orange County Register/SCNG)
New interior at Market Broiler’s Fish House Huntington Beach, on Thursday, May 21, 2026. The Riverside-based restaurant is undergoing a bit of a rebrand to give its locations more of a local feel. Its Huntington Beach restaurant was closed for three weeks for a remodel that added a new, more open interior with warmer coastal colors and windows that open to the breeze. (Photo by Jeff Gritchen, Orange County Register/SCNG)
New interior at Market Broiler’s Fish House Huntington Beach on Thursday, May 21, 2026. The Riverside-based restaurant is undergoing a bit of a rebrand to give its locations more of a local feel. Its Huntington Beach restaurant was closed for three weeks for a remodel that added a new, more open interior with warmer coastal colors and windows that open to the breeze. (Photo by Jeff Gritchen, Orange County Register/SCNG)
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Corey Walker and Courtney Wann sit by an open window at Market Broiler’s Fish House Huntington Beach on Thursday, May 21, 2026. The Riverside-based restaurant is undergoing a bit of a rebrand to give its locations more of a local feel. Its Huntington Beach restaurant was closed for three weeks for a remodel that added a new, more open interior with warmer coastal colors and windows that open to the breeze. (Photo by Jeff Gritchen, Orange County Register/SCNG)
Changes include a warmer color scheme, more modern fabrics, and opening all the windows in the direction of the Pacific Ocean to pick up sea breezes, according to Couch.
Changes for the flagship restaurant at 3525 Merrill Ave., Riverside, might be more extensive and include the kitchen as well as a possible building enlargement, he said. Market Broiler shares a lot with Marie Callender’s Restaurant & Bakery, but he said it has ample parking.
Other remodels are in the planning stages as well, and might depend on leases being extended.
The “brand evolution,” as representatives call it, also includes a new logo.
Couch said refreshes usually happen about every seven years, but this one was disrupted by the COVID-19 pandemic.
Along with the building refresh, Market Broiler is introducing Fish House Tacos. Diners can get two tacos with chips, salsa, and coleslaw for about $17-$19.
Choices include Chipotle Mango Mahi Mahi, Cajun Red Snapper, Beer Battered Arctic Cod, and Blackened Swordfish. All are topped with papaya salsa, chipotle aioli, and green cabbage.
Couch founded Market Broiler in 1989 after years of experience with Seafood Broiler, a popular chain that was absorbed by Red Lobster. He said his menus have all the seafood favorites plus a few Italian dishes.
Other locations are at the Outlets at Orange, 20 City Blvd. West Building. J, Suite R-6, Orange; Ontario Mills, 4553 E. Mills Circle, Ontario; 1161 Simi Town Center Way, Simi Valley; and 43406 Christy St., Fremont.
Couch’s business includes a parent company, Preferred Hospitality Inc., which provides food service to California Baptist University.
