Jo Marlin Fish 'n Chips uses a London-style crispy batter, made from a secret recipe, using South Africa's favourite fresh fish, hake and snoek, to prepare a quality family meal. The Jo Marlin concept was developed by Franchisor, Trevor Piercy, who opened the first outlet in 2008. During his intensive market research, he found that there was a vast market to provide the population with quality fish and associated products at affordable prices. The four pillars on which the business is based is excellent service, consistent quality, nutritious products and value for money.