HATTIE (Voiceover): Wahoo's serves clean food piled high and priced low. It's target, the 18 to 24 year old male is the biggest consumer of commercially prepared food in the US, according to the National Restaurant Association. They eat out 5.9 times per week.

CUSTOMER: Love Wahoo's... definitely.

CUSTOMER: It's embarrassing how much we come here, actually.

MINGO: Food is food and it is not rocket science, as much as I'd like to think it is. But, It was for us to package an experience. You know, you come to Wahoo's, sure the food's going to be good, we felt confident in our menu, but we wanted people to walk in and actually experience something. So what we wanted that to be was sort of a get-a-way to where our favorite spots were down in Baja.

ED: The cool factor about our restaurant comes with all the friends we have in the surf industry. They are the ones that give us all the materials. They are the ones that give us surfboards or snowboards or skateboards. So those are the things, they are the ones that are actually cool. We just happen to know the cool people in town and we sort of get to ride their coattails a little bit. (Music)

CUSTOMER: A place to go hang out and get great food.

CUSTOMER: A great hangout place... it's a surf restaurant.

CUSTOMER: Simple, but a lot of food.

CUSTOMER: It's healthy good food.

CUSTOMER: I could eat it every meal.