Hi Noon Hospitality is opening a new seafood market near its flagship Buck & Rider restaurant on Camelback Road, with the team hoping to welcome customers in December. B&R Fish Shop is set to double as a retail counter selling fresh raw seafood for home cooks and a hand-rolled sushi bar for walk-in diners, all tucked near the restaurant that started it.
A Longtime Idea Takes Shape at 4343 E. Camelback Road
According to the Arizona Republic, Hi Noon Hospitality will open B&R Fish Shop near Buck & Rider's original Camelback location, with the opening expected in December 2026. The shop is slated for 4343 E. Camelback Road, Suite 400, near Buck & Rider's original restaurant at 4225 E. Camelback Road, which opened in 2015. A permit application reviewed separately by whatnow.com labels the project Fish Market Camelback and lists roughly 3,500 square feet of space.
Adam Strecker, CEO and founding partner of Hi Noon Hospitality, told the Arizona Republic he's had the idea for a dedicated fish shop for more than three years. He said centralizing seafood purchasing and butchering in one place could make operations more efficient.
What's On the Menu and the Shelves
The retail side will stock shrimp, lobster, salmon, bigeye tuna, scallops, oysters and other seasonal fish selections, per the Arizona Republic's reporting. Shoppers will also be able to pick up seafood preparation tools, including oyster shuckers, shucking knives and stone crab crackers. The permit plan includes designated beer and wine displays.
Beyond the retail counter, B&R Fish Shop will run a limited, made-to-order, hand-rolled sushi menu, with customers able to take rolls to go or eat them on site. The space is designed with a 12-guest counter and two tables seating up to four each.
Permit Details
The submitted floor plan described by whatnow.com outlines a dining area, kitchen, service counter, sushi case, refrigerated workspace, dry storage, cooler and freezer, along with retail fixtures that include designated beer and wine displays. Per the same filing, B&R Fish Shop will not have a patio, drive-thru or walk-up window. The shop is seeking a Series 10 beer-and-wine store license from the Arizona Department of Liquor Licenses and Control.
The Freshness Pipeline Behind Buck & Rider
Buck & Rider has built its reputation around seafood that moves fast from dock to table. The restaurant says on its website that shipments are flown directly into Phoenix's Sky Harbor Airport, with deliveries arriving from seven airlines each week to keep product fresh, according to Buck & Rider. The company also says its seafood is flown in fresh daily from around the world, and that its daily raw bar menu is time-stamped and continuously updated to reflect the freshness of its seafood and market vegetable selections, per Buck & Rider's Phoenix page.
That reputation has already drawn outside recognition — Buck & Rider's original Phoenix location came in at No. 16 on a list of the top oyster bars in North America, the restaurant notes on its site. Hi Noon Hospitality now operates Buck & Rider, Ingo's Tasty Food and Pinyon, with Buck & Rider locations also running in North Scottsdale and Gilbert, giving the brand three spots across the Valley. The company has another Buck & Rider location scheduled to open in Naples, Florida, in late 2026, extending the brand beyond Arizona for the first time.
