Report: Shells tries out upscale concept

PEMBROKE PINES Fla. Shells Seafood Restaurants Inc. has converted one of its units here to an upscale concept called Rock Beach Grill, which the struggling casual-dining operator hopes will be a new avenue for growth.

Rock Beach Grill offers a menu built on seafood variety, as opposed to the Shells concept's focus on value, according to a recent report in the Tampa Bay Business Journal. The test unit also features high-definition TVs in the bar and a DJ who

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