Douglas Palley spent one too many nights disappointed with his take-out options in his Lowes Island neighborhood.
"There’s pizza and Chinese," Palley said, "but there are no healthy alternatives around here."
Last year, Palley took matters into his own hands when he teamed up with friend and neighbor, chef Richard Beckel to create Hooked, a seafood and sushi pick-up and delivery service.
Palley, the founder of CyberRep, a high-end customer service and technical support company, admitted he knew nothing about the restaurant business. When he asked Beckel if he would partner with him to create a new delivery service the experienced chef jumped at the idea.
"I've been in the restaurant business since I was 13," Beckel said.
After talking about their plans, Palley, who met Beckel at the Caucus Room in Washington, D.C., realized they had a lot in common.
"We live less than a mile from each other," Beckel said.
Hooked, which is scheduled to open by the end of March, is located at the Great Falls Plaza, off of Algonkian Parkway, minutes from both of their Lowes Island homes.
With little time on anybody’s hand these days, Palley said, Hooked will allow customers to eat well and live well.
"Less time in the kitchen means more time with friends and family," he said. "What’s your time worth?"
THE POTOMAC FALLS RESIDENTS spent a lot of time picking out Hooked’s décor.
"We didn’t want to be seafood-in-your-face," Beckel said.
The two spent Thursday afternoon looking over sea-foam green tile samples and bright red pieces of countertop.
Hooked is not just a seafood delivery service, it’s a lifestyle, Palley said. When customers enter the sushi bar and restaurant, 1,000 square feet of which is kitchen, the two men want to portray a fresh and modern image.
When selling and delivering seafood, Beckel said the restaurant needs to insure quality.
"We have to gain their trust," he said.
Beckel said he intends to prepare fresh meals suitable for just about any occasion. The menu includes Alaskan king crab legs, a lobster dinner, muscles, shrimp and a long list of fish prepared a number of ways.
"You can have it any way you want it," Beckel said.
The crab cake sandwich is Palley's and Beckel’s "pride and joy." The sandwich is made with jumbo lump crab and Palley said he expects it to be a house favorite.
All seafood is brought in daily and is subject to availability.
WHEN CUSTOMERS enter the restaurant, they can expect a lot of stainless steal, greens and blues, and subtle hints of the ocean.
"We wanted something simple, clean," Beckel said, "the perfect compliment to what we’re trying to portray, a level of quality that’s expected and will be delivered."
Palley and Beckel said they understand Sterling residents are busy. They hope customers will order a seafood meal from Hooked, put it on their table, and pass it off as their own.
"That’s our dream," Palley said.
The pair have targeted 10 other locations in the metropolitan area for future expansion.