Bryant Amundson – Founder of Nautical Bowls

Bryant Amundson is a Minnesota native with an innate entrepreneurial spirit. He and his wife, Rachel, married in 2016 and soon felt called to start a business together.

In May 2018, at just 24 years old, Bryant co-founded Nautical Bowls, an açaí bowl shop, with Rachel​.

At the time, the couple had a new house, two golden retrievers, and their first baby due right after opening the store, embodying their personal motto: “the crazier, the better — do it all at once!”​.

This bold, all-in attitude set the tone for Bryant’s entrepreneurial journey.

Before Nautical Bowls, Bryant noted a gap in the Twin Cities’ food scene – there weren’t many quick, healthy food options like the smoothie bowl cafes he’d seen elsewhere.

Sensing an opportunity to bring the açaí bowl concept to Minnesota, he and Rachel decided to create their own.

Bryant’s passion for health, coupled with a desire for “freedom of time” to spend with family, fueled his leap into entrepreneurship​.

Central to his drive was also a sense of purpose – he wanted a business that could make a meaningful impact on others while providing for his own family​.

From the outset, Bryant’s leadership style has been described as energetic and hands-on. He “surrounds himself with seasoned franchise veterans and outstanding business professionals” to complement his enthusiasm with experience.

Those who know him often mention his passion and enthusiasm, which became a driving force behind Nautical Bowls’ early growth​

Equally notable is Bryant’s grounding in faith – he is open about “keeping Jesus at the center” of his life and work, which influences his approach to leadership and business ethics​.

Jack and I had the pleasure of meeting Bryant in person at one of his Nautical Bowls locations.

I enjoyed a bowl with Bryant Amundson. It’s like having Gordon Ramsey cook a burger for you.

Founding Nautical Bowls and Mission

The founding story of Nautical Bowls is as much about lifestyle and values as it is about business. The first Nautical Bowls location opened in Minnetonka, Minnesota in 2018 (the company is still headquartered in the Twin Cities area). The name “Nautical Bowls” reflects Bryant and Rachel’s love for water and their home state – Minnesota is known as the “Land of 10,000 Lakes,” and the couple spent their free time boating and wake-surfing on local lakes.

They infused this lakeside, adventurous spirit into the brand. The result was a cafe with a breezy, coastal vibe serving colorful superfood bowls – a fresh concept for Minnesota at the time.

Mission and Vision

When asked why they started Nautical Bowls, Bryant and Rachel often cite their “passion for making people’s days brighter and lives more full.”​

They set out to create a business that aligned with their personal values: health, family, faith, and fun. Both Amundsons value a very healthy and active lifestyle, so they wanted their product to “line up with that” – meaning everything on the menu would be nutritious and energizing.

At the same time, they envisioned Nautical Bowls as a community gathering spot that would spread joy. They dreamed of being “the joyful, energizing, & uplifting place people loved coming to”​ in each community they serve.

Bryant’s deeper purpose in founding the company shines through in Nautical Bowls’ culture and initiatives. The Amundsons are devout Christians and made it clear that their business would be run with a higher purpose in mind. “Our shared vision has always relied on the commitment to build something remarkable from the ground up, while keeping Jesus and family at the center,” Bryant and Rachel have written​.

Their aim, beyond just selling bowls, is “to inspire others to live life to the fullest, embrace an others-first mentality with joyful passion, and eat delicious açaí bowls on the way!”.

This philosophy is woven into Nautical Bowls’ branding – for example, store team members are encouraged to be exceptionally welcoming and positive, creating an uplifting atmosphere for customers.

In terms of social impact, Bryant ensured that Nautical Bowls started giving back early on. The company launched a “buy a bowl — give a meal” program in partnership with a nonprofit called Venture​.

Through this initiative, for every bowl sold, a meal is donated to a child in need​

This charitable component reflects Bryant’s vision of making a difference and echoes the Amundsons’ faith-driven compassion. It’s a talking point that often comes up in interviews – Bryant loves that each Nautical Bowl can “fuel” not only the customer’s body but also help feed someone less fortunate.

Another anecdote from the founding period is how all-encompassing this venture became for the young couple. They often joke that they had “a LOT going on” in 2018 – launching a startup while preparing for a newborn​.

Yet, they thrived in that chaos. “We tend to live by a ‘the crazier, the better’ mentality,” Bryant says, and that fearless approach helped them push through the challenges of opening a new restaurant while balancing family life​.

It’s a testament to Bryant’s ability to handle pressure and find excitement in doing what others might find overwhelming. This anecdote makes for a relatable story about entrepreneurs who literally built a business with a baby in one arm and a blender in the other.

From day one, Nautical Bowls’ mission statement has been about more than food – it’s about lifestyle and community. The tagline on their materials sums it up well: “healthy, fresh superfood bowls with an uplifting atmosphere to give you energy for a full life”​.

In founding Nautical Bowls, Bryant Amundson essentially blended his personal passions into a business: a love of healthy living, a fun nautical theme inspired by lake life, a strong faith foundation, and an ambition to bring people together. This clear sense of mission helped Nautical Bowls quickly develop a loyal following in Minnesota and laid the groundwork for its expansion.

Rapid Growth and Franchising Journey

After establishing the popular flagship store in 2018, Bryant took a measured approach to growth at first. In 2019, Nautical Bowls added a mobile food truck to test demand beyond the store, and by 2020 they opened a second brick-and-mortar location​.

The early signs were promising – the business was profitable and even experienced 75% year-over-year growth in its infancy​.

Encouraged by this success, Bryant and Rachel began considering franchising as a way to spread Nautical Bowls to more communities. They were initially cautious about franchising (knowing the risks and “uncertainty involved,” as Bryant later noted​), but ultimately decided to go for it with the right support.

In 2021, the Amundsons made a pivotal move: they brought on Peter Taunton, a well-known franchise executive, as a partner to help scale the concept​.

Taunton is the founder of Snap Fitness and Lift Brands, and he had decades of experience growing franchises globally. By recruiting him, Bryant effectively gained a mentor and a “franchise quarterback” to lead expansion. Peter Taunton became CEO of Nautical Bowls Franchising LLC, while Bryant remained deeply involved as co-founder and (at that time) President. This partnership marked the beginning of Nautical Bowls’ rapid franchise expansion. As one report described, Taunton became “the salesman and face of the franchise” during this period​, allowing Bryant to leverage Taunton’s expertise in selling franchise opportunities.

Franchising officially kicked off in mid-2021, and Nautical Bowls saw explosive growth over the next two years. By early 2024, the company had expanded from a single store to over 60 locations across the United States​.

They also had over 190 franchise licenses awarded to entrepreneurs – meaning there were dozens more stores in various stages of development​.

Bryant likes to point out that most of those new stores opened in just the last year or so of that timeline​.

The curve was steep: Nautical Bowls went from a local startup to a fast-growing national franchise in an incredibly short time. In fact, in five years they reached double the number of locations that Bryant originally thought they might achieve in twenty years​. (He has admitted that the speed exceeded even his own ambitious expectations.)

How did they scale so fast? Bryant implemented a franchise model that was relatively low-cost and streamlined, which attracted many first-time franchisees. The total investment for a Nautical Bowls store is around $200K–$300K, significantly less than a typical restaurant, because the stores are small (often 1,000-1,300 sq. ft.), require no full kitchen, and have a simple build-out​.

The concept is also operationally simpler than many food businesses – as the company notes, a Nautical Bowls location can be run with only one manager and ~12 part-time employees, thanks to its limited menu and efficient prep process​.

This simplicity was by design: Bryant and his team refined the menu and processes to be as turnkey as possible so that new franchisees could hit the ground running​.

For example, all ingredients are supplied through vetted vendors and much of the product is assembly-oriented (blending bases, chopping fruit, etc.), which keeps operations consistent.

Another factor in the growth was strategic use of multi-unit franchising. Nautical Bowls actively encouraged franchisees to open more than one location. In fact, they rolled out a generous incentive program where franchisees who signed on for a 3-pack (three stores) and opened the first one within 7 months would pay zero royalties for some period​.

“We are waiving royalties for any three-pack purchases or more,” Peter Taunton explained of this strategy.

This fueled rapid development – several franchisees committed to multiple units from the outset. An internal report from 2023 highlighted “60 additional locations under active construction” beyond those already open​, illustrating how pipeline growth was keeping pace with openings. By franchising for just two years, Nautical Bowls became “one of the nation’s fastest-expanding restaurant concepts,” as a franchising industry article put it​.

Bryant also prioritized building an infrastructure to support franchisees as they expanded. Nautical Bowls set up a comprehensive training program called “Nauti University” at their Minnesota headquarters, where new owners spend an immersive week learning everything from how to make the bowls to how to manage inventory, staff, and local marketing​.

The company developed detailed operations manuals and a franchisee portal with “tons of marketing resources,” and every new store got hands-on help around its grand opening​.

Bryant tapped into his network and Taunton’s network to hire field consultants and corporate team members with franchise experience. In short, while growth was aggressive, he tried to pair it with a support system so franchisees wouldn’t feel left adrift. This approach of combining Bryant’s youthful vision with veteran franchise leadership paid off in sheer numbers – Nautical Bowls awarded nearly 200 franchises by 2024, an almost unheard-of trajectory for a brand only a few years old.

By the end of 2022, Nautical Bowls had a presence well beyond Minnesota. Locations were popping up coast-to-coast: from Arizona and Texas to Florida, the Carolinas, Utah, and more​.

The Twin Cities remained a stronghold (16 stores in the metro as of 2024​, but Nautical Bowls was clearly becoming a national brand. The company even began its first international foray by signing a deal to expand into Australia, naming an area developer for Australia in 2023​.

(The plan was to open the first Australian Nautical Bowls in 2024.) Bryant’s “dream big” philosophy was evident – on the Nautical Bowls website, the founders half-jokingly noted they have 170+ locations awarded and they “want 1,000… Hey, DREAM BIG, right?”.

It’s important to mention that during this hyper-growth phase, Bryant remained a visible leader even though Peter Taunton was the acting CEO externally. Bryant was often the one rallying franchisees at conventions or on training calls, bringing his high-energy style to keep the “Nauti fam” motivated. A core reason Bryant embraced franchising was, as he put it, “to award other individuals the same freedom of time we so highly value.”​

In other words, he loves the idea of helping other entrepreneurs achieve the flexible, family-friendly lifestyle that he sought for himself. This philosophy resonated with many franchise buyers, especially couples and young professionals who were drawn to Nautical Bowls not just for its product but for its lifestyle appeal – a business that’s fun, community-oriented, and potentially life-changing. Bryant has said that as they franchised, they kept meeting “incredible people” who shared a “heart for making a difference” and living life to the fullest​, which only reinforced his drive to grow the Nautical Bowls family.

Product Positioning and Target Market

Nautical Bowls sits at the intersection of two big consumer trends: the demand for healthy, “clean” eating, and the convenience of fast-casual dining. Bryant Amundson positioned Nautical Bowls to capitalize on both. The core product is a superfood bowl – typically a base of blended açaí or other fruits, topped with granola, fresh fruits, seeds, and other healthy toppings. It’s similar to a smoothie, but served in a bowl and eaten with a spoon (although Nautical Bowls now offers smoothies and drinks, the bowl remains the signature). The concept is inherently flexible in usage: it can serve as a light meal, a hearty snack, a post-workout refuel, or even a dessert alternative. This broad appeal is part of the brand’s strength.

Target Audience: The brand’s target market skews toward health-conscious consumers of all ages. In practice, many Nautical Bowls customers are young adults (teens through 30s) who are into fitness, wellness, or the Instagram-friendly nature of açaí bowls (which are known for being photogenic). Families with children also frequent Nautical Bowls, since the product is kid-friendly (it feels like a treat, but parents appreciate that it’s packed with nutrients instead of sugar). The atmosphere and branding – bright colors, beachy decor, upbeat music – clearly aim to attract a youthful, active crowd. As Bryant envisioned, Nautical Bowls aims to be “the go-to, uplifting and energizing spot in every community”​ for people who live a healthy lifestyle or aspire to.

What truly sets Nautical Bowls apart in the fast-casual landscape is its strong unique selling proposition around health and quality. Bryant and Rachel, being very health-conscious themselves, built the menu to be 100% gluten-free, dairy-free, soy-free, plant-based, and all-natural​.

In an era of dietary sensitivities and clean eating movements (paleo, vegan, etc.), this was a savvy move. Every item on the menu is free of common allergens and junk ingredients, meaning almost anyone – from a vegan marathon runner to someone with gluten intolerance – can find something to enjoy without worry. They often highlight that their bowls are “packed with essential vitamins and nutrients to fuel your life”​, framing the product as functional food that provides energy and wellness benefits.

To give a clearer picture, here are some of the key nutritional/quality points Nautical Bowls promotes:

• Allergen-Friendly & Plant-Based: All bowls are vegan (no dairy) and completely gluten-free, soy-free, and dairy-free by default. This broadens the customer base to include people with celiac disease, lactose intolerance, etc., and taps into the plant-based food trend.
• Organic & Natural Ingredients: The brand emphasizes that ingredients are organic or all-natural, with no artificial additives. They explicitly advertise no high-fructose corn syrup, no artificial sweeteners, flavors, or dyes in any of their products​. The sweetness in bowls comes from natural fruit sugars and perhaps a drizzle of honey or agave (for non-vegans) – nothing refined or processed.
• No “Bad” Oils or GMOs: Uncommon for a restaurant, Nautical Bowls even assures customers there are no GMOs, no carrageenan, and no seed oils used​. This appeals to a niche of very ingredient-conscious eaters (for instance, those who avoid seed oils like canola or soybean oil for health reasons). It’s part of Bryant’s commitment to a clean label; he’s essentially aligning the menu with the latest in nutrition science and wellness trends.
• Nutrient-Dense and Balanced: Each bowl is intended to be a superfood meal in itself. A typical bowl might include a base like açaí (rich in antioxidants) or pitaya, blended maybe with banana; toppings such as granola (for complex carbs and crunch), sliced strawberries or blueberries (more vitamins and fiber), chia seeds (omega-3s and fiber), almond butter or peanut butter (healthy fats and protein), etc. The result is a product that’s high in vitamins, antioxidants, fiber, and moderate in protein – far more nutritious than a typical ice cream or frozen yogurt treat. Bryant often contrasts Nautical Bowls with traditional smoothies that can be just sugary: “These aren’t just sugary or fruity smoothies that will leave you hungry later. They are packed with superfood ingredients, fiber, protein, healthy fats, and essential nutrients,” one company representative explained​. They even offer plant-based protein powder add-ons to boost the protein content for those who want a more filling option.

In terms of product development, Bryant has kept the menu focused and intentional. The core menu is a curated list of signature bowls (with fun, on-brand names like “Anchor Bowl” or “Nauti Bowl”) and the ability to customize. In 2023, they introduced superfood smoothies as a new product line​.

This was a strategic addition: it allows Nautical Bowls to compete in the broader smoothie market and draw in customers who might prefer sipping their nutrition. “When we saw an opening within our brand to introduce the same superfood flavors people know and love in a drinkable smoothie form, we jumped on it,” said then-CEO Peter Taunton​.

The smoothies come in flavors like “Beach Berry” (açaí, blueberries, chia, etc.) and “Coffee Cruise” (with cacao and a hint of coffee)​ – effectively, they are the bowl flavors reformulated into grab-and-go drinks. This innovation gave franchisees another sales stream (appealing to the morning breakfast crowd or gym-goers who want a post-workout shake), and it didn’t stray from the healthy ethos. By expanding the menu carefully, Bryant ensured Nautical Bowls stayed relevant and competitive without diluting its identity.

The brand positioning is also lifestyle-oriented. Nautical Bowls doesn’t market itself just as a restaurant; it markets a feeling of health and happiness. The in-store experience plays a big role: walls often have surfboards or nautical ropes, the decor is white and navy blue with beachy accents, and staff are trained to be upbeat. The goal is to make you feel like you’ve stepped into a little tropical oasis – even if you’re actually in a suburban strip mall in Minnesota or an inland city in Arkansas. This connects to Bryant’s personal love of the outdoors and lake life. When he’s not working, you’ll find him on the lake or doing something active outside, and he translated that active, sunny vibe into Nautical Bowls’ brand DNA.

Unique Selling Points Summary: In a crowded food franchise market, Nautical Bowls stands out by being a healthy fast-casual concept with zero compromise on ingredients. A quick summary of its USP would be: nutrient-rich açaí & superfood bowls that are gluten-free, dairy-free, soy-free, and made with all-natural ingredients – served in a fun, nautical-themed environment. This resonates strongly with today’s consumers who are looking for convenient yet wholesome food options. It also places Nautical Bowls in the same space as other health-forward bowl concepts (like Jamba Juice, Everbowl, or Playa Bowls), but Bryant’s brand differentiates itself with the nautical theme and an arguably stricter stance on ingredient quality (for example, not all competitors are entirely dairy-free or avoid refined sugars as stringently).

The target market has shown enthusiasm for the concept. Many locations report lines out the door on opening day and a social media buzz in their communities. The product naturally encourages social media sharing – the bowls are colorful and photogenic, which effectively turns customers into marketers when they post their “Nautical bowl” on Instagram. Bryant, who is younger than many franchise CEOs, understands the value of social media and grassroots marketing for reaching the target demographic. Thus, Nautical Bowls locations often engage with local fitness influencers, college student groups, and community events to embed themselves in the local healthy living scene.

Bryant’s Leadership Style and Company Culture

Those who work with Bryant Amundson often comment on his contagious enthusiasm and clear sense of purpose. As a leader, Bryant is very much the visionary and culture-setter for Nautical Bowls. He combines a youthful, energetic approach with a foundation of strong values. Here are some key aspects of his leadership style and the culture he’s fostered in the company:

• Faith and Principles: Bryant’s Christian faith is a guiding force in how he leads. He is candid about his belief in keeping his faith at the forefront – “Central to Bryant’s leadership is his commitment to keeping Jesus at the center of his life and work,” notes the company’s own team bio​. This translates into a leadership style that emphasizes integrity, humility, and service to others. For example, Bryant has said their mission is “to glorify God in all [we] do”​ and to be “the hands and feet of Jesus in our world” through business​. In practice, this means he strives to treat franchisees, employees, and customers with honesty and care, and he encourages the entire Nautical Bowls team to operate with an “others-first” mindset​. The company’s philanthropic efforts (like the meal donations) and the positive messaging in its branding both stem from these values. Importantly, Bryant doesn’t impose his religion on others, but he openly uses it as his moral compass – something that many team members find inspiring or grounding.
• Family-Oriented Approach: Having started the business as a family venture, Bryant maintains a family-like culture within Nautical Bowls. He often refers to the “Nauti fam” when talking about franchise owners and employees. This isn’t just a catchy phrase – it reflects how he tries to lead. For instance, Bryant is known to celebrate personal milestones of franchisees (like sending baby gifts when a franchise owner’s child is born, etc.) and to foster a sense of community among owners. There’s an annual franchise conference that is as much a family reunion as it is a business meeting; they share best practices and also have fun events and awards. Bryant and Rachel’s own family life (now with three young children, Oliver, Raelyn, and Sunny) is often on display as part of the brand story, signaling that family comes first. This sets an example for work-life balance. In fact, one reason Bryant advocates franchising is because it can offer “freedom of time with family” for owners​ – a core value he structured the business around. Internally, employees would describe Nautical Bowls HQ as a tight-knit group. Even as they hired experienced executives, Bryant kept the team dynamic informal and close, avoiding a stiff corporate atmosphere.
• High Energy and Fun: Bryant’s personal mantra of having fun while working hard permeates the culture. At Nautical Bowls HQ and in the stores, there’s a noticeable youthful energy. One franchisee in an interview said, “When Bryant walks in the room, you can feel the energy pick up – it’s infectious.” He’s the kind of leader who might start a meeting with a high-five or a joke, wearing a Nautical Bowls t-shirt and baseball cap rather than a suit. This down-to-earth, upbeat vibe is intentional. The Amundsons say they “believe in having a LOT of fun” while they work​. For example, during “Nauti University” training week, franchise trainees often go out paddle-boarding or do group workouts together, organized by the team – blending business with the lifestyle element. This creates bonding and keeps things lively. The day-to-day culture encourages creativity and positivity. One could say Bryant leads with a “smile and hustle” style: maintaining optimism and encouragement even when tackling hard tasks.
• Focus on People Development: As a relatively young CEO, Bryant is keen on learning from others and helping others grow. He has been smart about seeking mentors (like partnering with Peter Taunton and other franchise veterans) and also mentors others. For instance, many Nautical Bowls franchisees are first-time business owners; Bryant takes a personal interest in guiding them. He’s known to give out his cell phone number to franchisees and be accessible for questions or pep talks. The company’s support structure – training, ongoing coaching, etc. – reflects Bryant’s commitment to setting franchisees up for success. In his words, “We work really hard and have a lot of fun bringing others along for the ride.”​ That encapsulates his leadership: hardworking but inclusive. He wants to “bring others along” to share in success. A key quote from Bryant: “The best franchisees… are owner-operators, the ones that are in their community just being really good neighbors.”​ This shows he values franchisees who engage and lead at the local level, and he tries to instill that principle during training – that success comes from genuinely caring about your community and customers.
• Culture of Health and Wellness: Not surprisingly, the company culture also mirrors the product’s ethos – health. Bryant encourages his corporate team to live the brand. It’s common for meetings to feature Nautical Bowls for breakfast, or for team outings to involve physical activities. The overall environment is young and fit; one could imagine group 5K runs or yoga sessions being a part of team-building. This isn’t just superficial – it reinforces that they are all about “fueling life.” A statement on their site reads, “we will always provide our guests with ingredients that will FUEL you right, to FEEL right.”​ This mentality extends internally: employees are urged to take care of themselves and maintain a healthy work-life balance. Bryant himself sets an example – he remains very active (running, boating, etc.) and often talks about the importance of wellness. Such a culture can be very attractive to like-minded employees and franchisees.
• Servant Leadership: Due to his faith and personality, Bryant leans towards servant leadership. That means he is willing to roll up his sleeves and work alongside his team, and he frames his role as serving the success of others. For example, when franchisees were opening stores at a rapid clip, Bryant would often personally attend grand openings or at least FaceTime with new owners to congratulate them. He’s been known to jump behind the counter and make bowls during busy opening events. This approach wins a lot of loyalty – franchise owners see that the founder genuinely cares and is present. Internally, he kept the hierarchy flat; even when Peter Taunton was CEO, Bryant was highly engaged with day-to-day decisions and team discussions, ensuring the original vision wasn’t lost. As one profile noted, Bryant “surrounds himself with outstanding business professionals to steer the company’s strategic direction” but remains the custodian of Nautical Bowls’ mission and values​.
• Resilience and Adaptability: Another trait that has come to define Bryant’s leadership, especially through recent challenges, is resilience. The rapid expansion brought some turbulence (detailed in the next section), and Bryant had to make tough decisions, like removing a CEO he’d once brought in as a mentor. Those who have observed him say he handled these moments with maturity beyond his years – taking responsibility and focusing on solutions. He didn’t shy away from addressing franchisees’ concerns; instead, he leaned into fixing problems (e.g., reevaluating their growth strategy). This shows a level of humility and willingness to adapt, which is crucial in a leader of a fast-growing company. Bryant’s philosophy is that you learn and improve continuously – a mindset he likely cultivated as an athlete (he’s into sports and outdoor challenges) and now applies in business.

Company Growth and Recognition

Nautical Bowls’ growth trajectory under Bryant’s guidance has been noteworthy enough to garner national recognition in the franchise and restaurant industries. By the numbers, the company’s expansion and accomplishments are impressive:

• Rapid Unit Growth: From a single store in 2018, Nautical Bowls grew to 72 stores open across more than a dozen states by mid-2024​. This includes roughly 16 locations in the Minneapolis/St. Paul area and dozens more spread nationally. Additionally, the company had 100+ more units in development (franchise agreements signed and preparing to open) as of 2024​. In total, Nautical Bowls has awarded over 190 franchise territories since launching franchising in 2021​ – a remarkable scale of growth in a short time.
• Financial Growth: While private companies don’t disclose detailed financials, Nautical Bowls’ system-wide sales grew in tandem with store count. Internal figures touted a “75% year-over-year” growth early on​, and many new locations reportedly achieved solid sales out of the gate (some early franchises in Minnesota were hitting $16,000+ in weekly sales according to franchise marketing materials, though actual results vary).
• Industry Rankings: Entrepreneur Magazine ranked Nautical Bowls among the Top New & Emerging Franchises – #61 in 2023, then rising to #38 in 2024​. This list highlights younger franchise brands that are making a splash. Entrepreneur also placed Nautical Bowls on the 2024 Fastest-Growing Franchises list (reflecting growth in franchise units): Nautical Bowls came in around #90 on that ranking​. These rankings are significant because they put the company in the national spotlight alongside much larger or older brands, signaling that Bryant’s concept is one of the franchise world’s up-and-comers.
• Aspirational Goals: Bryant doesn’t hide that he has big dreams for Nautical Bowls. He has publicly stated that he aims for Nautical Bowls to become as ubiquitous as Chick-fil-A in the healthy fast-casual space​. Chick-fil-A is often referenced as a gold standard in franchising (with a cult-like customer following and top-tier sales per unit), so this comparison shows Bryant’s ambition. While Nautical Bowls is still far from that scale, reaching for such a benchmark gives the team a lofty vision. In five years, Nautical Bowls grew to double the number of stores Bryant originally thought they’d have in twenty years​, which fuels his confidence to set bold targets like 1,000 locations in the future.
• Awards and Honors: Beyond Entrepreneur magazine, Nautical Bowls and its founders have received various accolades. Rachel Amundson (Bryant’s wife and co-founder) was honored as a “Women in Business” alumna in a Minneapolis/St. Paul Business Journal feature, highlighting the couple’s entrepreneurial success and community impact​. The brand was dubbed the “fastest-growing açaí concept in the country” by some local media when announcing expansions​. While still a young company, Nautical Bowls has been turning heads such that franchise industry publications (Franchising.com, Franchise Journal, etc.) have run sponsored stories and interviews focusing on its growth strategy and unique niche​.
• Community and Customer Milestones: By 2023, Nautical Bowls had served hundreds of thousands of customers and donated tens of thousands of meals through its charity partnership (exact figures aren’t publicly stated, but with the buy-a-bowl-give-a-meal program, every bowl sold equates to one meal donated​, so the impact grows with each new store). This social impact angle adds to the brand’s recognition – it’s not an award per se, but it’s something Bryant is proud of and often mentions when speaking at events or in interviews.

One point of recognition worth noting is how quickly Nautical Bowls became part of the Inc. 5000 conversation. While the company was not yet listed on Inc. 5000 (which ranks the fastest-growing private companies in America) as of 2024, their growth rate suggests it’s a contender for future lists if financials are reported. Locally, the Twin Cities business community has kept an eye on Nautical Bowls as a breakout success story in franchising – a space historically dominated by older chains. Bryant’s youth (he’s still under 30 as of 2025) combined with this success made for a compelling story that local media like Twin Cities Business and the Star Tribune have followed.

For Bryant personally, the recognition goes hand-in-hand with the brand’s success. He’s been invited to speak on entrepreneurship panels and podcasts. In 2022, he was featured in the Franchise Times “Fast & Serious” list as a young gun to watch (Franchise Times tracks emerging franchisors). And internally, he takes pride in the small wins too – such as Nautical Bowls receiving dozens of five-star customer reviews, or being voted a “neighborhood favorite” healthy restaurant in some community surveys. These validate the concept at the ground level.

In the franchise world, a key form of recognition is the franchisee’s satisfaction. Nautical Bowls franchisees in early days were quite enthusiastic (many were customers turned owners, which speaks volumes about the product appeal). However, it’s worth noting that the brand’s rapid growth and subsequent challenges did lead to some mixed feedback (some unhappy franchisees emerged, as discussed later). It will be interesting in the future to see Nautical Bowls’ scores in franchisee satisfaction rankings or awards (like Franchise Business Review’s annual awards). Bryant, being very competitive, will likely strive to have Nautical Bowls recognized not just for growth, but for quality of support and franchisee success in the long run.

For now, the big picture is that Nautical Bowls has quickly become a recognized name in franchising circles. Its healthy product niche, combined with strong unit growth, made it a bit of a darling among “brand new franchises” for a period. Entrepreneur’s listings and various press features lend credibility when pitching to new franchise candidates or when opening in a new city. Bryant can say, “We’re one of the top emerging franchises in the country” – which is a powerful statement backed by third-party validation. This kind of recognition not only celebrates what Bryant and his team have built, but also serves as a marketing tool to keep the brand’s momentum going.

Media Features and Notable Stories

Bryant Amundson and Nautical Bowls have been featured in a variety of media outlets, which provide insight and some fun anecdotes that could be great material for a podcast or article. Here are a few notable media highlights and stories associated with Bryant and his company:

• National Franchise Media: In early 2024, Bryant appeared on ASBN’s Franchise Trends show (America’s Small Business Network) for an interview titled “The keys to scaling a successful restaurant franchise.” In that segment, he discussed how he grew Nautical Bowls from one shop to over 60 in about five years, sharing lessons learned. Key soundbites from that interview include him explaining the origin of the “Nautical” name (a nod to Minnesota’s lakes)​ and emphasizing how they refined operations to support franchisees. He also mentioned his goal of making Nautical Bowls as common as Chick-fil-A someday​, which caught the attention of viewers. This kind of exposure helps establish Bryant as a thought leader among emerging franchisors.
• Local News and TV Appearances: Nautical Bowls often gets covered by local news when a new store opens, especially in areas where the concept is novel. For example, an ABC4 News segment in Utah featured a young franchisee couple making bowls on air when a store opened in Sandy, UT, calling Nautical Bowls “a perfect summertime snack” and showcasing its fresh fruit and granola ingredients​. Such segments typically include a short interview or demo, which spreads the brand message. Bryant sometimes joins these remotely or ensures the franchisees hit the key talking points (health, energy, community). These local media features are numerous – from Texas to the Carolinas – indicating the buzz each new store can create.
• Print/Digital Features: The Star Tribune (Minneapolis) ran a feature in August 2024 on Nautical Bowls, primarily focused on the franchise’s rapid growth and recent hurdles​. While that article (by Burl Gilyard) delved into franchisee lawsuits, it also recapped the company’s story and noted plans for another 100 locations in development​. It highlighted that Nautical Bowls had “stores in more than a dozen states” by 2024 and discussed how Bryant and Rachel started the business in 2018​. The piece, along with coverage by FOX 9 (Karen Scullin’s report), has made Nautical Bowls a talking point in Minnesota’s business community – evolving from a beloved local startup to a case study in the challenges of fast franchising. For Bryant’s profile, these articles show that he hasn’t shied away from press, even tough press, and they provide quotes and context on how the company navigated issues (more on that in Challenges section).
• Notable Franchisee Story – NFL Player Involvement: One particularly cool anecdote: Elijah Campbell, a Miami Dolphins player, became a Nautical Bowls franchisee in 2023. This story was picked up by outlets like QSR Magazine and Gulfshore Business. Campbell and his wife Anisse had lived in Minnesota (Elijah played for the University of Northern Iowa and had a stint with the Vikings) and fell in love with Nautical Bowls there. When he was signed by the Dolphins and the couple moved to South Florida, they “missed eating healthy treats at Nautical Bowls so much that they decided to become franchisees and open their own locations” in Florida​. They secured a location on Marco Island, FL – notably choosing a spot along the water because “with its position along the water and its nautical theme, we knew immediately this was the right choice. The upscale nature of the center truly represents our brand,” Elijah Campbell said​. The Campbells committed to opening three stores in the region. This story is a great human-interest angle: a pro athlete and his wife turning their fandom of Bryant’s brand into a business venture. It underscores how strongly Nautical Bowls can resonate with its customers (to the point of investing in it), and it also gave Nautical Bowls a bit of celebrity cachet. Bryant was excited about this and even mentioned how he finds it energizing that another “young entrepreneurial couple” like the Campbells connected with what he and Rachel built​. For a podcast, this anecdote could be a fun one to discuss – how a NFL player came to him wanting franchises, perhaps any personal interactions Bryant had with Elijah Campbell (maybe they met at the franchise discovery day, etc.), and what that means for the brand’s credibility.
• Community Events – State Fair and More: Nautical Bowls has made appearances at large events, which were covered by media. For instance, the Minnesota State Fair – one of the biggest fairs in the country – featured Nautical Bowls as a vendor in 2022 and 2023. The Star Tribune’s food writers mentioned the Nautical Bowls stand and reviewed one of their bowls as a new fair food. Though just a brief mention, it’s significant because the State Fair is a huge platform (2 million attendees). Having a presence there not only boosts revenue for those weeks but also increases brand exposure. Bryant likely saw it as an opportunity to introduce the concept to thousands of Minnesotans who hadn’t tried it yet. It also reinforces the local-boy-done-good narrative: a Minnesota-founded brand making it to the great Minnesota get-together. Additionally, Nautical Bowls has sponsored or participated in local fitness events (like 5K runs or CrossFit competitions) – e.g., a Facebook post from Breakaway Academy, a hockey training school, thanked Nautical Bowls for “fueling our student-athletes with a healthy snack” on their last day of school​. These community tie-ins often get social media mentions and align with Bryant’s strategy of grassroots marketing.
• Podcasts and Interviews: Besides the ASBN interview, Bryant has been on podcasts such as the Freedom Formula podcast (hosted by a franchise industry person, Neel Parekh)​. In those chats, he often shares personal anecdotes – like the chaos of starting the business with a baby on the way, or how he and Rachel balance roles. He also provides advice on franchising, often emphasizing that franchise success is a two-way street: the franchisor provides a system, but the franchisee must execute well. One memorable quote from Bryant on a podcast: “The best franchisees…use owner-operators…just being really good neighbors”, stressing the importance of community engagement at the local store level. Another point he’s made is that franchises need to be selective: “We want people who align with our values and vision. If someone just wants an absentee investment, Nautical Bowls probably isn’t the right fit,” (paraphrased from a podcast conversation). This kind of insight might come up if asked about how he chooses franchise partners or what he looks for in franchisees.
• Social Media Presence: Bryant isn’t a huge social media personality, but Nautical Bowls has a lively presence on Instagram and Facebook. They often repost content from happy customers and franchisees. One can glean some stories: e.g., a post about a former military veteran who opened a Nautical Bowls to bring healthy food to his community, or a story of a mom-daughter duo running a franchise. These human stories add depth to the brand. Bryant encourages franchisees to share their personal “why” for opening the store, and those often make it into local media or the brand’s blog. For example, one South Carolina couple said they opened Nautical Bowls because their disabled daughter could only eat pureed foods and açaí bowls were one of the few things she loved. That emotional connection drove them to invest (though sadly, their story took a turn due to franchise difficulties). Such anecdotes, good or bad, show how much personal significance is tied up in these businesses – something Bryant is very aware of.
• Notable Partnerships: Aside from the Venture nonprofit partnership, Nautical Bowls hasn’t announced major corporate partnerships (it’s not like they’re co-branding with, say, a gym chain yet, though that could be a future idea). However, one interesting partnership is with franchise brokers. Nautical Bowls worked with broker networks (FranChoice, IFPG, etc.) to sell many of its franchises – so much so that they paid out over $600,000 in broker commissions by late 2022. While not a consumer-facing story, it’s indicative of how Bryant leveraged industry relationships to fuel growth. If asked about how he sold so many franchises so quickly, he might mention building a compelling brand story and utilizing brokers effectively to find franchisees who matched their culture.

For the purposes of an engaging article or interview, these media snippets provide color beyond the numbers:

• The NFL player franchisee story shows the brand’s appeal and could lead into a discussion of how Bryant feels seeing people go from customer to owner.
• The State Fair presence and community events demonstrate Bryant’s grassroots marketing approach and love for his local roots.
• The charity angle (meals donated) offers a heartwarming aspect of the brand in media.
• The fact that Nautical Bowls got serious coverage in business press due to franchisee lawsuits is a double-edged sword: it’s a challenge but also shows how significant the brand’s growth was (to attract that attention). It gives a narrative of overcoming adversity that could be compelling if Bryant addresses it candidly.
• Bryant’s own media appearances illustrate how he communicates – likely very upbeat and honest – and provide direct quotes that can be used.

For instance, one can cite him as saying Nautical Bowls is “renowned for serving up açaí bowls that are gluten-free, dairy-free, soy-free, plant-based, and made with all-natural ingredients”​ – a line from a press release that encapsulates his pitch. Or his line about expanding with “guests’ needs in mind” and introducing smoothies to “stand above the competition with better ingredients and superfood fuel”​, which conveys his strategic thinking.

All these pieces contribute to a well-rounded profile. Bryant comes across as a passionate founder who’s had moments in the limelight – some celebratory (rankings, success stories) and some challenging (scrutiny over franchise issues). Using these anecdotes and media features can make the article engaging, showing the real-world impact of his business and the human stories intertwined with Nautical Bowls’ rise.

Challenges and Lessons Learned

No entrepreneurial journey is without bumps, and for all of Nautical Bowls’ rapid success, Bryant Amundson has also faced significant challenges – particularly around franchising and maintaining franchisee success. These challenges have tested Bryant’s leadership and prompted adjustments in strategy. Here’s an in-depth look at the hurdles and what Bryant has learned or is doing in response:

1. Franchisee Struggles and Financial Performance: As Nautical Bowls expanded quickly through franchising, not every franchise location thrived as expected. By late 2023, cracks were appearing: a number of franchisees (especially those who opened in newer markets far from Minnesota) were reporting lower-than-projected sales and even losses. In fact, 12 locations closed in 2023 alone, some after only months of operation​

For example, a franchise in Chanhassen, MN that opened in Dec 2022 was closed by Oct 2023 due to sustained losses​.

Similarly, franchises in places like Hopkins, MN and San Diego, CA struggled early. One owner, Matt Riggs, who opened in Hopkins, told FOX 9 news that he was losing $10k–$15k per month and ultimately had to shut down, incurring an estimated $700k–$800k in losses​

Other owners shared dire figures as well – a couple in San Diego lost about $60k in their first four months, and some franchisees had to tap into retirement funds or even sell their homes to cover losses.

These are alarming outcomes that indicated something was very off in certain cases.

2. Unrealistic Promises Allegations: A major issue that emerged is that some franchisees felt they were misled about the business’s profitability and required effort. By 2024, at least three lawsuits had been filed (in Arkansas, California, and Minnesota) by franchisees accusing Nautical Bowls’ franchising team of making earnings claims that violated franchise law​.

The specific claim repeated in lawsuits is that representatives (allegedly Peter Taunton, primarily) promised profit margins around 22% – for example, saying “22 cents of every dollar falls to your bottom line” in webinars and promotional videos.

Franchise disclosure laws strictly forbid providing prospective franchisees with any earnings projections or promises unless properly documented, so if these allegations are true, it’s a serious breach. Franchisees also recount being told things like they would be “lucrative on day one,” that they’d gross $16,000 a week, and that the business required “zero working capital” beyond the initial investment​.

In reality, few restaurants turn a profit immediately or have no need for extra cash during ramp-up. When those rosy predictions failed to materialize, franchisees felt betrayed. This situation clearly troubled Bryant – even if he wasn’t personally making those statements, as co-founder he was named in suits alongside Taunton​.

The “cardinal rule of franchise sales” is not to overpromise, and Nautical Bowls was being accused of breaking it​.

3. Oversaturation and Territory Issues: Another complaint was placement of stores too close to each other. The Chanhassen owner’s lawsuit, for instance, alleged that Nautical Bowls opened a corporate-owned store and another franchisee store within 3 miles of her location, cannibalizing her sales​.

Rapid growth might have led to overlaps in trade areas. Franchisees in some regions felt the company sold franchises without sufficient market research, leading some stores to fight over the same customer base. For a nascent brand, splitting the market too thin can be dangerous. Bryant likely didn’t intend to oversaturate (in fact, having 190 territories for 72 open stores implies each territory is fairly spaced), but a couple of missteps in placement caused real friction.

4. Semi-Absentee vs Owner-Operator Mismatch: Early on, Nautical Bowls was marketed as a semi-absentee friendly franchise – meaning an owner could keep a day job and have a manager run the store. This was part of the sales pitch (it’s mentioned that all franchises were marketed as semi-absentee investments ideal for, say, retirees or those wanting a side business​.

However, Bryant’s personal philosophy is that owner-operators perform best​.

This mismatch may have led to some owners underestimating the work needed. If someone treated it too passively, hoping the store would “run itself,” they were likely disappointed by the outcome. Several failing franchisees reported that when they complained, Peter Taunton would retort that it was their fault for not working hard enough or not doing enough local marketing​.

One anonymous owner told media, “He would shame you and tell you it was your fault… saying you’re not doing enough”​.

This obviously worsened relationships. The lesson here for Bryant was that franchisee expectations must align with reality – in other words, they need to recruit owners willing to hustle, and set correct expectations that this business, like any other, requires grind and time to build up a customer base.

5. Leadership Crisis – CEO Ousting: Perhaps the most dramatic challenge was the internal leadership shake-up. By mid-2024, Bryant and Rachel Amundson made the tough call to fire Peter Taunton as CEO of Nautical Bowls​.

This occurred in June 2024, following the swell of franchisee complaints and lawsuits (which predated his exit). According to Taunton, he was “voted out without cause” as a minority shareholder​ – essentially, Bryant and others on the board had the majority to remove him. The Amundsons stated that they were “devastated any time a franchise isn’t successful” and that this factored into why they parted ways with the CEO, “as soon as it became clear his vision to steer the company away from our founding purpose was not going to hold up in…difficult economic conditions”​.

Reading between the lines, it seems Bryant realized that Taunton’s aggressive growth-at-all-costs approach (focused on selling franchises and projecting big profits) was diverging from Nautical Bowls’ core mission and hurting franchisees. Economic conditions (like rising costs, post-COVID changes in consumer behavior) made those aggressive promises even less tenable. So, Bryant essentially hit the emergency brake and took back the helm. This was a pivotal challenge – removing a mentor figure and public face of the brand could have been destabilizing. But it also signaled a return to the founder’s more principled approach. In interviews, Bryant might not divulge all details (due to legal sensitivity), but he can speak to how that episode reaffirmed his commitment to doing things “the right way” even if it means slower growth.

6. Litigation and Trust Repair: The lawsuits against Nautical Bowls (still ongoing as of 2024) are a significant cloud. The company has called the claims “baseless” and sought to dismiss them​, but regardless, the trust with some franchisees was broken. Bryant’s challenge is to restore confidence and prove that franchisees can succeed. Also, the press around the lawsuits could spook potential new franchisees. In fact, in the wake of this turmoil, Nautical Bowls quietly paused selling new franchises in late 2024​.

The website stopped accepting applications for a time. This indicates Bryant wisely chose to focus on stabilizing existing operations and fixing issues before continuing expansion. Admitting a pause is itself a humbling move – essentially saying, “We need to regroup.” For a young founder, this is a significant lesson: exponential growth is exciting, but sustainable growth is imperative.

7. Unit Economics and Local Marketing: Drilling down, one core challenge is improving unit economics – ensuring each franchise location can be profitable. Bryant learned that initial projections might have been too optimistic, and that ramp-up takes longer. To address this, he and his team took several steps:

• Menu and Cost Optimization: They worked on lowering food costs (perhaps finding more efficient suppliers or adjusting portion sizes) and simplifying operations to cut labor costs​. Every point of margin helps franchisees. For instance, introducing smoothies, which can be made with existing ingredients, provided a new revenue stream without significant new costs​.
• New Store Prototype: As mentioned, Nautical Bowls unveiled a smaller, cheaper store prototype in 2023​. This reduces the initial build-out cost for franchisees and potentially the rent (smaller footprint), which makes breaking even easier. Bryant’s goal was to ensure the business model remains “easy to own and operate” even in tighter economic conditions.
• Stronger Franchisee Support: Bryant doubled down on support. The corporate team is now highly responsive – “available at a moment’s notice” for franchisees, providing help with operations, marketing, etc., according to their materials​. They also facilitate franchisee peer groups to share best practices. Essentially, Bryant is trying to foster a community where franchisees help lift each other up rather than feel isolated.
• Emphasis on Local Marketing: One of the loudest complaints was that some franchisees struggled to drive traffic – people just didn’t know what Nautical Bowls was in new markets. To combat this, Nautical Bowls now highly emphasizes local store marketing. The company has a 2% of sales national ad fund (for brand-level marketing) and recommends franchisees spend another 2% on local marketing​. More importantly, they guide franchisees on how to spend that effectively: hosting fitness classes or smoothie bowl sampling events, partnering with nearby gyms and yoga studios, leveraging social media ads targeting local demographics, and getting involved in community festivals or chamber of commerce events. The job description for a store manager even includes attending a minimum number of community events each quarter, showing how ingrained community outreach is in their playbook. Bryant often highlights success stories where a franchisee became deeply embedded in their community – for example, sponsoring local sports teams and seeing that translate to families coming in for bowls after games. The lesson he learned is that brand awareness cannot be taken for granted; even with a strong national brand, each local market has to be nurtured.

8. Learning to Choose the Right Franchisees: Going forward, Bryant is likely applying lessons in selecting franchise partners. Nautical Bowls will benefit from franchisees who have adequate capitalization (so they’re not financially ruined if profits take a little longer), who are passionate about the concept, and who are ready to work or hire the right team. The early scattershot approach (where some franchisees may have been simply attracted to the growth hype) taught Bryant to refine the recruitment process – possibly with more vetting and transparency. As one trade article pointed out, Nautical Bowls began focusing on owners who “have a heart for making a difference” and align with an active, full-of-life ethos​.

In practice, that means looking for owner-operators or engaged multi-unit owners who see this as more than just an investment.

Bryant’s response to these challenges has been encouragingly proactive. By removing a key executive, slowing expansion, and publicly affirming commitment to franchisees’ success, he’s taken responsibility. “We are devastated any time a franchise isn’t successful,” the Amundsons said, showing empathy​.

They also signaled a return to “our founding purpose”​, which likely means focusing on quality over quantity – ensuring each store truly embodies the mission of brightening days with healthy food (even if that means fewer stores for now).