Surf’s Up Seafood is more than a fast-casual restaurant. It’s a story of hustle, heart, and heritage, a family-run business that began with a dream and grew into one of the most beloved seafood restaurants in Chicago.
Our story starts in 2012 with Eric and Denise Roy, a husband-and-wife team with a shared vision: to bring bold Southern seafood to the Midwest in a way that felt modern, approachable, and deeply rooted in tradition. While working as a corporate tax auditor in Tallahassee, Florida, Eric became inspired by the vibrant local seafood scene. With Denise’s culinary expertise and passion for hospitality, the pair opened the first Surf’s Up location in Illinois.
Though the Hillside restaurant saw early success, the closure of a neighboring business caused a major dip in traffic. Rather than calling it quits, the Roys regrouped. In 2014, they reopened Surf’s Up on Madison Street in Chicago, and this time, the concept took off. That same year, they launched two more locations, laying the foundation for what would become a growing franchise.
By 2019, Surf’s Up had opened four more locations. In 2020, during the height of the pandemic and a national surge in support for Black-owned businesses, the brand gained further recognition, with long lines of loyal customers eager to support a local favorite. In 2022, Surf’s Up celebrated its 10-year anniversary and a clear path for expansion.
As Surf’s Up looks toward the future, the mission stays the same: serve up great food, support local ownership, and spread the soulful spirit that sparked it all back in 2012.
Born and bred in the vibrant city of Chicago, Eric Roy is a true native with a passion for entrepreneurship and culinary delights. After graduating with a degree in accounting, Eric embarked on a career path that would eventually lead to the creation of one of Chicago’s most beloved seafood restaurant brands.
In 2012, fueled by a love for seafood and a vision for culinary excellence, Eric took a leap of faith and founded Surf’s Up Franchising Corporation. What began as a single location quickly evolved into a thriving franchise empire, with seven locations across the city and beyond.
In addition to Eric’s entrepreneurial endeavors, he is also a respected founding member of the Prosper Forum Leadership Council, where he contributes his expertise and insights to the business community.
Through Eric’s leadership and dedication, Surf’s Up Franchising Corporation has become synonymous with top-quality seafood, exceptional customer service, and a commitment to community. Under Eric’s guidance, the company has flourished, attracting seafood enthusiasts from near and far.
Now, Surf’s Up Franchising Corporation is not only a staple in Chicago but is also expanding its horizons beyond the city limits. With territories open throughout the United States and abroad, Eric is leading the charge in bringing the flavors of Surf’s Up to seafood lovers worldwide.
Today, with seven successful open locations, twelve locations in development and a loyal customer base, Eric continues to drive innovation and growth within the culinary landscape. With a relentless pursuit of excellence and a deep-rooted passion for sharing delicious seafood creations, Eric Roy remains at the helm of Surf’s Up Franchising Corporation, shaping the future of dining one delicious dish at a time.
Grant Barra is an entrepreneur and investor with experience building and scaling high-performing organizations across multiple consumer and service industries. As a Board Member and Strategic Advisor for Surf’s Up Franchise, Inc., Grant brings a disciplined execution mindset and a proven ability to help emerging brands transition from founder-led operations into structured, scalable systems.
Grant specializes in operational clarity, strategic planning, financial readiness, and brand development—core components that enable companies to grow in a sustainable and repeatable way. He has supported founders through critical early-stage inflection points, helping organizations build the infrastructure, processes, and strategic focus required for national expansion.
At Surf’s Up, Grant is committed to shaping the next phase of the company’s evolution by strengthening its franchise model, enhancing organizational alignment, and elevating the brand’s position within the fast-casual seafood category. His work centers on ensuring the business has the systems, governance, and long-term growth strategy needed to support franchisees and unlock scale.
Grant lives in Naperville, Illinois, and enjoys spending time with his wife and three daughters. Outside of work, he values time with family and friends, and he’s an active golfer and pickleball player. He is deeply family-oriented and passionate about helping founders grow with purpose and clarity.