Shuckin' Shack Names America's "Best Crab Leg Puller" Following Nationwide Search

The oyster bar franchise is introducing a new seafood-focused initiative designed to reinforce brand identity and drive guest engagement.

WILMINGTON, N.C., April 1, 2026 /PRNewswire/ -- Shuckin' Shack, the 18-unit seafood restaurant franchise, has officially named America's "Best Crab Leg Puller" following a nationwide search designed to celebrate one of the most recognizable elements of the seafood dining experience.

After reviewing submissions from across the country and engaging the National Association of Crustacean Extraction Professionals to certify the results, the brand selected Nick Powills for demonstrating a high level of skill and consistency in crab leg preparation and presentation.

The initiative was developed as a way to engage guests while reinforcing the brand's commitment to quality seafood and memorable dining experiences.

"At Shuckin' Shack, we're always looking for ways to connect with our guests in a way that reflects who we are as a brand," said Darren Keeler, Vice President of Marketing and Creative. "This campaign gave us an opportunity to highlight a small but recognizable part of the seafood experience while staying true to the fun, laid-back environment our guests expect."

According to Shuckin' Shack's newly formed Shellfish Performance Analytics Department, all candidates underwent rigorous testing to ensure no performance-enhancing lotions or synthetic grip-aids were used during the pull before ultimately being evaluated using a proprietary scoring system, including:

• Pull Velocity (PV): Average time to extract full leg meat
• Meat Integrity Ratio (MIR): Percentage of meat removed intact
• Shell Break Efficiency (SBE): Minimizing unnecessary shell fragmentation
• Expected Meat Yield (xMY): Projected meat extraction based on leg size and fracture pattern

As part of the winning submission, Powills used the highly technical V-Notch maneuver and leveraged thermal regulation, accounting for the ambient temperature of the butter on hand to ensure a frictionless glide. These expert touches, combined with other excellent metrics, baffled the judges and quickly positioned them as the top performer.

"When Nick posted a top-tier xMY across multiple submissions, it became clear they had separated themselves from the field," said the Shuckin' Shack Shellfish Performance Analytics Department. "That level of consistency — especially when paired with a strong MIR — is what ultimately defined this year's selection."

Powills, a devoted crab leg puller, has since shared an inside look at their grueling off-season training regimen, including consistent finger strengthening exercises and practice runs in simulated steam rooms to prepare for peak performance in any environment.

"We saw a lot of raw talent this year, but Nick has a feel for the cartilage that you just can't teach," the department said. "Their ability to maintain structural integrity under high-pressure conditions is what separates a hobbyist from a Shack Pro."

Shuckin' Shack has earned a following as a neighborhood destination for fresh seafood and a casual, social atmosphere. This campaign reflects the brand's continued emphasis on giving guests an experience that goes beyond the meal.

"Whether you're a seasoned seafood pro or just figuring out your technique, there's a place for you at the Shack," Keeler said. "We want guests to come in, relax, enjoy great food and feel right at home — no matter where they are in their seafood journey."

Powills will receive the official title of "Best Crab Leg Puller," along with recognition across Shuckin' Shack's digital channels. A statue depicting Powills holding a hand-cast, 24-karat gold-plated crab knuckle will also be erected at their local Shuckin' Shack in their honor.

ABOUT SHUCKIN' SHACK:
Offering a "lifestyle experience," Shuckin' Shack Oyster Bar creates an environment that encourages guests to grab a seat, relax and take their taste buds on a trip to the coast; after all, life is too short for bland drinks and boring bars! The original Carolina Beach, NC Shack, which was just 900 square feet, was launched in 2007 with a plan to become the go-to local hangout for people of all ages. A place where friends and family can enjoy fresh, delicious meals, cold beer and craft cocktails in an environment that exudes fun and relaxation, Shuckin' Shack offers exceptional seafood and creative drinks that will make guests question why they ever settled for ordinary bar offerings.

Thanks to its bold flavors and impeccable vibes, Shuckin' Shack has continued to grow. In 2014, the brand began franchising and has since expanded to 18 units across six states. To learn more about Shuckin' Shack, visit http://www.theshuckinshack.com.

MEDIA CONTACT:
Heather Davern
Mainland
[email protected]
312-526-3996

SOURCE Shuckin Shack