The Fish Market

What The Fish Market does

The Fish Market is a privately held, Southern California-based seafood restaurant group founded in 1976 in Palo Alto by Fred Duckett, Robert Wilson, John Freis, and Dean Betts. After closing its original Northern California units (Palo Alto, Santa Clara, San Mateo), it now operates three dine-in locations in San Diego County: The Fish Market Del Mar/Solana Beach, The Fish Market Downtown San Diego (the bayfront flagship), and the upscale fine-dining Top of the Market on the second floor of the San Diego flagship. Each restaurant pairs a full-service dining room with an attached retail seafood market selling fresh, frozen, and ready-to-eat seafood for at-home preparation. The group also runs a private events business accommodating up to 300-guest buyouts, supported by branded marketing programs including Wine Wednesday (50% off bottles), Happy Hour, and the '30 for $30' Tuesday wine promotion at Top of the Market.

The operating stack blends owned supply infrastructure with conventional restaurant SaaS: the company owns Farallon, a South San Francisco-based seafood processing and distribution facility with a worldwide purchasing arm that supplies a significant portion of restaurant seafood; front-of-house technology is built on OpenTable for reservations, Perfect Venue for large parties, TripleSeat for private event quotes, order.online for direct takeout and delivery, the Brigantine-family Your Rewards loyalty platform and gift card storefront (store.brigantine.com), and Google Analytics and an embedded Instagram feed for marketing. Following the 2024 acquisition by the Brigantine Restaurant Chain, The Fish Market now operates as a sub-brand within the Brigantine Family of Restaurants, sharing loyalty, gift card, careers, and event infrastructure with sister concepts.

The business model is a hybrid of dine-in and adjacent revenue streams: restaurant dining (market-priced seafood with 20% auto-gratuity on parties of six or more), private events and buyouts (quote-based through TripleSeat/Perfect Venue), retail seafood market sales, on-premise and capped off-premise alcohol sales, takeout and delivery via order.online, and digital/physical gift cards sold through the Brigantine storefront. Customer segments span walk-in diners, reservation guests, event and corporate clients, retail seafood shoppers, online ordering users, loyalty members, and gift card purchasers. Pricing is variable and market-driven on premium items (lobster, crab), while recurring promotional pricing (Wine Wednesday, Happy Hour, 30 for $30 Tuesday) anchors value perception across the three locations.

Name

The Fish Market

Legal name

The Fish Market

Website

https://thefishmarket.com

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

501–1,000 employees

Short description

The Fish Market is a privately held, Southern California seafood restaurant group operating three dine-in locations in San Diego County (Del Mar/Solana Beach, the Downtown San Diego flagship, and the upscale Top of the Market) with attached retail seafood markets, private event services, and an owned Farallon seafood processing facility, serving walk-in diners, event clients, and retail seafood shoppers under the Brigantine Family of Restaurants.

Ownership category

akta.pro rank

Product category

Seafood Restaurants

NAICS

Fish and Seafood Retailers (445250), Seafood Product Preparation and Packaging (311710)

SIC

Retail-Eating & Drinking Places (5810), Prepared Fresh Or Frozen Fish & Seafoods (2092)

akta.pro primary industry

Seafood Fast Casual (THAFABAJ)

akta.pro secondary industry

Seafood Meal Kits & Heat-and-Eat Entrées (Prepared Meals Featuring Seafood) (AFANALAH)

Keywords

• Seafood restaurants
• Fresh seafood dining
• Retail seafood market
• Private dining events
• Waterfront dining

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Restaurant Dining: In-restaurant dine-in across three SoCal locations (Del Mar/Solana Beach, San Diego, Top of the Market). Daily menu pricing, with seafood items at market price. Optional 20% gratuity added to parties of 6 or more.
2. Private Events & Buyouts: Contracted private dining events, corporate gatherings, weddings, rehearsal dinners, large-party reservations (20+) and full restaurant buyouts (up to 300 guests). Booking through Perfect Venue and TripleSeat request forms.
3. Retail Seafood Market: Front-of-house retail markets selling fresh and frozen seafood, ready-to-eat smoked salmon, and menu items to-go including large containers of clam chowder and sourdough bread. Permitted take-home wine sales capped at 1 case / 12 bottles per group per day.
4. Online Ordering & Takeout: Direct takeout and delivery online ordering via order.online storefront (Del Mar/Solana Beach, San Diego). Takeout hours daily 11:30 AM–5:30 PM (Del Mar) and 11:00 AM–8:00 PM (San Diego).
5. Gift Cards: Digital and physical gift cards sold through the Brigantine family storefront (store.brigantine.com). Order consists of receipt email and card email.
6. Alcohol Sales (Beer, Wine, Cocktails): On-premise beverage program with craft drafts, specialty cocktails, and a wine list; plus off-premise retail wine sales subject to a 1 case / 12 bottle daily cap per group.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

The Fish Market operates full-service seafood restaurants across Southern California, serving fresh sustainably sourced seafood prepared via mesquite broiled and grilled techniques. Each restaurant pairs dine-in service with an attached front-of-house retail seafood market selling fresh, frozen, and ready-to-eat seafood for at-home preparation. The portfolio also includes the upscale fine-dining concept Top of the Market, private event spaces accommodating up to 300 guests, and online ordering for pickup and delivery.

Product overview

The Fish Market is a California seafood restaurant and retail market brand offering a multi-location portfolio. The core offering is The Fish Market restaurant, anchored by two SoCal locations (Del Mar/Solana Beach and Downtown San Diego), complemented by the upscale fine-dining concept Top of the Market (located above the Downtown San Diego restaurant), an in-house Retail Seafood Market at each location, Private Dining/Events services, a "Your Rewards" Loyalty Program, Gift Cards, and Online Ordering powered through order.online. These offerings together form a unified hospitality platform of dining, retail, events, and digital ordering/loyalty under the broader Brigantine family of restaurants.

Differentiator

Problem solved

Functional benefit

Brands

• Top of the Market: Upscale fine-dining seafood experience perched atop The Fish Market in downtown San Diego, featuring an expanded wine list, exhibition-style cooking and private dining.
• The Fish Market Retail Market

Products and services

• The Fish Market Restaurant - Del Mar / Solana Beach Full-service seafood restaurant located at 640 Via De La Valle, Solana Beach, CA. Open daily for lunch and dinner, featuring an in-house retail seafood market, happy hour, and private event spaces.
• The Fish Market Restaurant - San Diego Flagship bayfront seafood restaurant at 750 N Harbor Dr, San Diego, serving fresh seafood prepared in the traditional mesquite broiled style, with outdoor dining, retail market, and private event spaces.
• Top of the Market

Quantifiable outcome

• Raised $148,000+ for non-profits through Giving Sips by June 2024 (since 2019)
• +2 more outcomes

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature4 records

Partnerships

33 partnerships are on record, tiered flagship / parent-level, core operational, marketing co-branded events, cause-marketing, flagship supply chain, community giving sips beneficiary, cause-marketing / crisis relief and cause-marketing beneficiary.

• Brigantine Restaurant Chainflagship / parent-levelStrategic or Co-development PartnerAcquired The Fish Market (referenced on the Contact page: 'Due to the acquisition by the Brigantine Restaurant Chain'). Brigantine runs the shared Your Rewards loyalty program, the shared gift card storefront (store.brigantine.com), the careers page, and contact info ([email protected]). Brigantine also runs TripleSeat event-booking for private dining at The Fish Market.
• OpenTablecore operationalTechnology or IntegrationReservation platform used for online bookings at all three restaurants (Fish Market Del Mar/Solana Beach, Fish Market Downtown San Diego, Top of the Market). Integrated with restaurant website for one-click reservation links.
• Perfect Venuecore operationalTechnology or IntegrationLarge-party reservation platform for parties of 20+ guests, private dining bookings, group menus, and restaurant buyouts at Del Mar, San Diego Fish Market, and Top of the Market.
• TripleSeatcore operationalTechnology or IntegrationPrivate event booking and 'Request a Quote' workflow used by Brigantine family restaurants including The Fish Market Del Mar, San Diego Fish Market, and Top of the Market private dining.
• J. Lohr Vineyards & Winesmarketing co-branded eventsGTM or Marketing PartnerCo-hosted 'Women in Wine' dinners during Women's History Month (March 2022) benefitting the National Breast Cancer Foundation. Featured winemaker Kristen Barnhisel and winery co-owner Cynthia Lohr. Raised $4,020 for NBCF.
• Maui Brewing Co.cause-marketingGTM or Marketing PartnerPartnered with Fish Market for October 2023 Maui Wildfire Relief, donating $1 per Hawaiian-Inspired menu item and per Maui Brewing pint/bottle sold to Hawai'i Community Foundation's Maui Strong Fund; raised $5,000.
• Don Q Rumcause-marketingGTM or Marketing PartnerFeatured rum partner for Maui Mai Tai cocktails during October 2023 Maui Wildfire Relief campaign benefitting the Maui Strong Fund.
• Farallon Fisheriesflagship supply chainStrategic or Co-development PartnerOwned seafood processing and distribution arm based in South San Francisco; purchases, processes, and distributes a significant portion of seafood served across Fish Market restaurants, with a worldwide purchasing arm.
• Big Brother Big Sister (Bay Area & San Diego)community giving sips beneficiaryOthersNon-profit partner of Fish Market's Giving Sips program; benefits from $1-per-glass donations on partner wine and cocktail sales during designated quarters.
• California Fire Foundationcommunity giving sips beneficiaryOthersNon-profit partner of Fish Market's Giving Sips program.
• Casa de Amparocommunity giving sips beneficiaryOthersNon-profit partner of Fish Market's Giving Sips program.
• Children's Health Councilcommunity giving sips beneficiaryOthersNon-profit partner of Fish Market's Giving Sips program.
• CORE: Children of Restaurant Employeescommunity giving sips beneficiaryOthersNon-profit partner of Fish Market's Giving Sips program.
• Helen Woodward Animal Sheltercommunity giving sips beneficiaryOthersNon-profit partner of Fish Market's Giving Sips program.
• Home Startcommunity giving sips beneficiaryOthersNon-profit partner of Fish Market's Giving Sips program.
• Kitchens for Goodcommunity giving sips beneficiaryOthersNon-profit partner of Fish Market's Giving Sips program.
• Lucile Packard Foundation for Children's Healthcommunity giving sips beneficiaryOthersNon-profit partner of Fish Market's Giving Sips program.
• Nature Collectivecommunity giving sips beneficiaryOthersNon-profit partner of Fish Market's Giving Sips program.
• Peninsula Humane Society & SPCAcommunity giving sips beneficiaryOthersNon-profit partner of Fish Market's Giving Sips program.
• Peninsula Open Space Trustcommunity giving sips beneficiaryOthersNon-profit partner of Fish Market's Giving Sips program.
• Planet Bee Foundationcommunity giving sips beneficiaryOthersNon-profit partner of Fish Market's Giving Sips program.
• Restaurants Carecommunity giving sips beneficiaryOthersNon-profit partner of Fish Market's Giving Sips program.
• San Diego Coastkeepercommunity giving sips beneficiaryOthersNon-profit partner of Fish Market's Giving Sips program.
• San Diego Symphony Military Programscommunity giving sips beneficiaryOthersNon-profit partner of Fish Market's Giving Sips program.
• San Francisco Baykeepercommunity giving sips beneficiaryOthersNon-profit partner of Fish Market's Giving Sips program.
• Second Harvest of Silicon Valleycommunity giving sips beneficiaryOthersNon-profit partner of Fish Market's Giving Sips program.
• Shelter to Soldiercommunity giving sips beneficiaryOthersNon-profit partner of Fish Market's Giving Sips program.
• Stand Up for Kidscommunity giving sips beneficiaryOthersNon-profit partner of Fish Market's Giving Sips program.
• Surfrider Foundationcommunity giving sips beneficiaryOthersNon-profit partner of Fish Market's Giving Sips program.
• TERI Campus of Lifecommunity giving sips beneficiaryOthersNon-profit partner of Fish Market's Giving Sips program.
• World Central Kitchencause-marketing / crisis reliefOthersRecipient of Fish Market's Ukraine relief effort in 2022 via 'Zesty Zelensky Dip' sales; Fish Market donated $25,000 to support fresh food and hot meals for families in Ukraine and other affected countries.
• National Breast Cancer Foundationcause-marketing beneficiaryOthersBeneficiary of Women in Wine dinners with J. Lohr during Women's History Month (March 2022); $4,020 raised through event ticket and wine sales.
• Hawai'i Community Foundation (Maui Strong Fund)cause-marketing beneficiaryOthersRecipient of October 2023 Maui Wildfire Relief donations from Fish Market; $5,000 raised through Hawaiian-Inspired menu item and Maui Brewing beverage sales.

Scale indicators8 records

Recent moves12 records

Expansion highlights5 records

Direct peers

• King's Fish House: Owned by the same Brigantine Restaurant Chain that now owns The Fish Market, King's Fish House operates multi-location California seafood restaurants with retail market components, very similar dine-in + retail hybrid model.
• McCormick & Schmick's Seafood & Steaks: Multi-location upscale seafood and steak restaurant chain historically focused on waterfront dining, fresh seasonal menus, and private events - directly comparable in concept and target occasion to The Fish Market and Top of the Market.
• Eddie V's Prime Seafood: Upscale seafood and steak chain known for waterfront locations, extensive wine programs, and private dining - competes for the same fine-dining seafood occasions as Top of the Market.
• The Oceanaire Seafood Room: Upscale seafood restaurant chain with a 'flying fresh fish' daily-rotating menu tied to fishery availability, mirroring The Fish Market's daily-catch positioning and white-tablecloth seafood experience.
• Chart House: Iconic waterfront seafood restaurant group operating premium scenic locations with fresh fish focus and event/private dining - directly comparable to The Fish Market's waterfront flagship and Top of the Market concepts.
• Legal Sea Foods: Long-established East Coast seafood restaurant chain emphasizing fresh, sustainably sourced seafood with waterfront locations and retail fish market components - a close analog in heritage, sourcing discipline, and restaurant+retail model.
• Truluck's Ocean's Finest Seafood and Steaks: Upscale seafood and steak chain with strong private dining and events business, similar occasion-based positioning to The Fish Market's Top of the Market and event buyouts.

Broad incumbents

• Brigantine Restaurants: Parent company and multi-brand San Diego-based restaurant group now owning The Fish Market; comparable because of shared loyalty, gift card, and event-booking infrastructure that defines The Fish Market's current operating model.

Regional players

• Water Grill: Southern California upscale seafood restaurant (South Coast Plaza/downtown LA) with a strong oyster bar, fresh-catch menu, and white-tablecloth service - comparable occasion-based positioning though it does not directly compete in the San Diego market.
• Bristol Seafood Grill: Midwest/regional upscale seafood restaurant concept with fresh seasonal menus, comparable in tone and price-point but operating in different geographies from The Fish Market's SoCal focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/thefishmarkets
• Xx.com/thefishmarkets

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Fish Market