The Fish Shops — Privacy Policy

Last Updated: July 11, 2026

This Privacy Policy explains how Fish Shop Holdings LLC, doing business as The Fish Shops ("The Fish Shops," "we," "us," or "our"), collects, uses, and shares information about you in connection with the Stay Hooked Rewards loyalty program (the "Program"), our loyalty portal at https://stayhookedrewards.thefishshops.com, and our marketing text message program. By enrolling in the Program or providing your information to us, you agree to the practices described in this Privacy Policy.

1. Introduction

The Fish Shops operates the Stay Hooked Rewards loyalty program at our participating fast-casual locations. We respect your privacy and are committed to protecting the personal information you share with us. This Privacy Policy applies to information we collect through the Program, the loyalty portal, and our marketing communications. It does not apply to information collected by third parties that we do not control.

2. Information We Collect

We collect the following categories of information:

• Contact and account information you provide when you enroll, such as your name, mobile phone number, and email address.
• Program activity such as points earned, rewards unlocked and redeemed, and enrollment and participation history.
• Purchase information related to qualifying transactions at participating The Fish Shops locations, used to award points and rewards.
• Consent records documenting your marketing opt-in, including the date, time, and method of consent.
• Device and usage information collected automatically when you use the loyalty portal, such as IP address, browser type, and pages viewed.

3. How We Collect Information

We collect information directly from you when you create a Program account, enter and verify your mobile number, check the marketing consent box, and interact with the Program. We collect Program and purchase information when you make qualifying purchases and engage with Program features. We collect device and usage information automatically through cookies and similar technologies, as described in Section 7.

4. How We Use Your Information

We use your information to operate the Program and to send you the marketing communications you have opted in to receive. Specifically, we use your information to:

• Enroll and manage your Program account and verify your identity.
• Award, track, and administer points and rewards, including mystery-box rewards.
• Send you recurring automated marketing text messages about points, reward availability, special offers, and promotions, where you have opted in.
• Personalize offers and Program content based on your Program activity.
• Respond to your questions and provide customer support.
• Maintain the security of the Program, prevent fraud, and comply with legal obligations.

We use your mobile number to deliver the marketing text messages you have opted in to receive and to respond to your HELP and STOP requests.

5. How We Share Your Information

We do not sell your personal information, and we do not share your personal information with third parties for their own marketing purposes. We share information only as follows:

• Service providers. We share information with vendors that perform services for us, including Hang, our loyalty technology provider that administers the Program, and Twilio, our messaging service provider that delivers our text messages. These providers may use your information only to perform services for us and are contractually required to protect it.
• Participating locations. We share information with participating The Fish Shops locations as needed to fulfill and honor your rewards.
• Legal and safety. We may disclose information when required by law, to respond to legal process, or to protect the rights, property, or safety of The Fish Shops, our customers, or others.
• Business transfers. We may share information in connection with a merger, acquisition, financing, or sale of assets, subject to this Privacy Policy.

No mobile information will be shared with third parties or affiliates for marketing or promotional purposes. Text messaging originator opt-in data and consent will not be shared with any third parties. The service providers named above, such as Twilio, act only to deliver the messages you requested and do not use your information for their own purposes.

6. SMS Messaging

Our text message program is a marketing program. All text messages we send under the Program are marketing messages, and we send them only to members who have affirmatively opted in through the single marketing consent checkbox during enrollment. Consent to receive marketing text messages is not a condition of purchase.

When you opt in, you agree to receive recurring automated marketing text messages from The Fish Shops Rewards at the mobile number you provided. Message and data rates may apply, and message frequency varies. You can opt out at any time by replying STOP, and you can request help by replying HELP or by contacting us at info@thefishshops.com or 858-668-6100.

As stated in Section 5, no mobile information will be shared with third parties or affiliates for marketing or promotional purposes, and your mobile opt-in and consent information will not be shared with any third parties. Our messaging service provider acts only to deliver the messages you requested on our behalf.

7. Cookies and Tracking Technologies

The loyalty portal uses cookies and similar technologies to operate the portal, remember your preferences, keep you signed in, and understand how the portal is used. You can control cookies through your browser settings. Disabling some cookies may affect the functionality of the loyalty portal.

8. Data Security

We maintain reasonable administrative, technical, and physical safeguards designed to protect the information we collect. No method of transmission or storage is completely secure, however, and we cannot guarantee absolute security. You are responsible for keeping your account credentials confidential.

9. Data Retention

We retain your information for as long as your Program account is active and as needed to provide the Program, and thereafter as necessary to comply with our legal obligations, resolve disputes, prevent fraud, and enforce our agreements. We retain consent records for the period required by applicable law.

10. Your California Privacy Rights (CCPA)

If you are a California resident, the California Consumer Privacy Act, as amended by the California Privacy Rights Act (collectively, the "CCPA"), gives you certain rights regarding your personal information, subject to exceptions:

• Right to know the categories and specific pieces of personal information we have collected about you, the categories of sources, the business purposes for collecting it, and the categories of third parties with whom we share it.
• Right to delete personal information we have collected from you.
• Right to correct inaccurate personal information we maintain about you.
• Right to opt out of sale or sharing. We do not sell your personal information, and we do not share it for cross-context behavioral advertising.
• Right to non-discrimination for exercising your CCPA rights.

To exercise these rights, contact us at info@thefishshops.com or 858-668-6100. We will verify your request before responding, and you may use an authorized agent to submit a request on your behalf.

11. Children's Privacy

The Program and loyalty portal are intended for adults and are not directed to children under the age of thirteen (13). We do not knowingly collect personal information from children under 13. If we learn that we have collected personal information from a child under 13, we will delete it. If you believe a child under 13 has provided us with personal information, contact us at info@thefishshops.com.

12. Third-Party Links

The loyalty portal and our communications may contain links to third-party websites or services that we do not operate or control. This Privacy Policy does not apply to those third parties. We encourage you to review the privacy policies of any third-party sites you visit.

13. Changes to This Privacy Policy

We may update this Privacy Policy from time to time. When we do, we will revise the "Last Updated" date above and post the updated policy at https://stayhookedrewards.thefishshops.com/privacy. Your continued participation in the Program after changes are posted constitutes your acceptance of the updated Privacy Policy.

14. Contact Us

If you have questions about this Privacy Policy or our privacy practices, contact us at:

The Fish Shops (Fish Shop Holdings LLC) 3450 Bonita Road, Suite 109 Chula Vista, CA 91910 Email: info@thefishshops.com Phone: 858-668-6100