San Pedro Fish
San Pedro Fish Market is a fourth-generation, family-owned seafood restaurant group operating six Southern California waterfront locations plus three fast-casual Grille sites, serving fresh seafood and its signature World Famous Shrimp Tray to families, event groups, and nationwide shipping customers via its own e-commerce site and Goldbelly.
- Company typePrivate
- Founded1956
- HeadquartersSan Pedro, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
What San Pedro Fish does
San Pedro Fish Market, founded in 1956 by Mackey Ungaro as Vista Seafood and operated across four generations of the Ungaro family, is a multi-location seafood restaurant group headquartered in San Pedro, California. Its core product is the World Famous Shrimp Tray, served at counters where customers select fresh, daily-delivered seafood and have it prepared to order; the group sells more than 30,000 shrimp trays per week across its footprint, alongside a full fresh-seafood menu (shrimp, mussels, calamari, lobster, oysters, crab), micheladas, and a full bar. The operating footprint comprises six Southern California locations — two flagship waterfront sites (San Pedro harbor and Long Beach's Alamitos Bay), Wilmington, and The Landing (a 2023 al fresco concept with 1,000-guest event capacity) — plus three fast-casual San Pedro Fish Market Grille sites. A seventh flagship at Monterey's Fisherman's Wharf is scheduled to open in early 2027.
The company operates a multi-channel revenue model: dine-in and takeout at the restaurants, online ordering through Toast Tab for pickup and delivery, a Shopify-powered e-commerce site (sanpedro.fish) plus the Goldbelly marketplace for nationwide shipping of shrimp trays, sauces, and seasonings; event and banquet bookings via TripleSeat and OpenTable; and retail merchandise including gift cards, apparel, and packaged seasonings. Pricing is unit-based, with shrimp trays ranging from $15.99 (single) to $59.99 (four-person) and event tickets priced at $69.99-$89.99. Brand and content assets include a Top 10 Most Instagrammed Restaurant ranking in the United States, four Guinness World Records for lobster preparation, and the KINGS OF FI$H docudrama series on Amazon Prime Video and YouTube. Technology is standard restaurant-industry infrastructure — Toast Tab, OpenTable, TripleSeat, Paytronix loyalty, Shopify — with a QR-code ordering system at The Landing; no proprietary AI/ML capabilities are disclosed. Subsidiaries include wholly-owned Shamrock Seafoods (smoked seafood and wholesale, acquired 1972), Crusty Crab (acquired/managed 1990), and the San Pedro Fish Market Grille sub-brand. The company is family-owned, with Mike Ungaro serving as CEO, and is structured as San Pedro Fish Market & Restaurant, LLC and San Pedro Fish, LLC, both California-based.
San Pedro Fish firmographics
Firmographics- Name
- San Pedro Fish
- Legal name
- San Pedro Fish Market & Restaurant, LLC
- Website
- https://www.sanpedrofish.com
- Company type
- Private
- Founded year
- 1956
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- San Pedro Fish Market is a fourth-generation, family-owned seafood restaurant group operating six Southern California waterfront locations plus three fast-casual Grille sites, serving fresh seafood and its signature World Famous Shrimp Tray to families, event groups, and nationwide shipping customers via its own e-commerce site and Goldbelly.
- Ownership category
- akta.pro rank
San Pedro Fish industry classification
Industry- Product category
- Seafood Restaurants
- NAICS
- Caterers (722320), Fish and Seafood Retailers (445250), Fish and Seafood Merchant Wholesalers (42446)
- SIC
- Retail-Eating & Drinking Places (5810), Prepared Fresh Or Frozen Fish & Seafoods (2092), Wholesale-Groceries & Related Products (5140)
- akta.pro primary industry
- Ready-to-Eat/Ready-to-Heat Seafood Meals (Prepared Foods) (AFANADAI)
- akta.pro secondary industries
- Seafood Meal Kits & Heat-and-Eat Entrées (Prepared Meals Featuring Seafood) (AFANALAH), Ready-to-Eat Seafood (Cooked Shrimp, Crab, Lobster, Surimi) (AFANALAC), Seafood Markets & Fishmongers (CRAHAHAC)
Keywords
Where San Pedro Fish is headquartered
LocationHeadquarters
- HQ city
- San Pedro
- HQ country
- United States
- HQ region
- North America
Offices6 records
Markets served
San Pedro Fish business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Supply Chain, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Restaurant Dining and Takeout: Core revenue from dine-in service and takeout orders at six Southern California locations. Customers select fresh seafood at counters and order custom preparations. Multiple pricing points from individual items to family-style trays.
- E-commerce Shipping: Ships World Famous Shrimp Trays and signature sauces nationally through sanpedro.fish and Goldbelly marketplace. Products are prepared fresh and shipped for 48-hour shelf life.
- Events and Banquets: Private event hosting with capacity up to 1,000 guests at The Landing. Offers customized buffet, pre-fixed, or family-style dining options. Indoor and outdoor patio spaces with marina views.
- Retail Merchandise: Sale of signature sauces, seasonings, apparel, and gift cards through e-commerce platform and in-restaurant locations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | World Famous Shrimp Tray - Individual |
| Unit Pricing | Pay-as-you-go | World Famous Shrimp Tray - Two People |
| Unit Pricing | Pay-as-you-go | World Famous Shrimp Tray - Four People |
| Unit Pricing | Pay-as-you-go | Fresh Seafood Products |
| Unit Pricing | Pay-as-you-go | Valentine's Day Feast for Two |
| Unit Pricing | Pay-as-you-go | ShrimpFest Event Tickets |
| Transaction based/ take rate | Pay-as-you-go | Gift Cards |
Go-to-market motion3 records
Distribution channels7 records
Marketing channels10 records
San Pedro Fish product offering
Product offeringCore offering
San Pedro Fish Market operates a multi-location seafood restaurant chain serving dine-in, takeout, and delivery customers across Southern California, with the World Famous Shrimp Tray as its signature item. Beyond restaurant service, the company ships shrimp trays, signature sauces, and seasonings nationwide via e-commerce and Goldbelly, hosts private events and banquets for up to 1,000 guests, and operates a fast-casual Grille sub-brand.
Product overview
San Pedro Fish Market is a multi-location seafood restaurant group operating five+ dine-in locations across Southern California (San Pedro, Long Beach, Wilmington, with Monterey opening 2027), plus a fast-casual sub-brand (San Pedro Fish Market Grille). The company offers dine-in, takeout, delivery, and nationwide shipping services. Core products include the World Famous Shrimp Tray (serving 30,000+ weekly), fresh seafood, private event banquets, and a customer rewards program. E-commerce operations via Shopify enable direct-to-consumer sales of shipped seafood trays, gift cards, and signature sauces. The group also produces KINGS OF FI$H, an award-winning docudrama series streaming on Amazon Prime Video.
Differentiator
Problem solved
Functional benefit
Brands
- KINGS OF FI$H: Award-winning docudrama reality TV series based on four generations of the San Pedro Fish Market family.
- The Landing
- Shamrock Seafoods
- Crusty Crab
Products and services
- World Famous Shrimp Tray Signature shareable seafood dish featuring shrimp, bell peppers, onions, tomatoes, and potatoes grilled and tossed in signature seasoning. Served at all dine-in locations and shipped nationwide.
- Fresh Seafood Selection Daily-delivered fresh seafood including shrimp, mussels, calamari, clams, octopus, crab legs, live Dungeness crab, Maine lobster, and raw oysters, prepared to order at counter or shipped nationwide.
- El Jefe Specialty Michelada Loaded jumbo michelada made with signature michelada mix, Modelo Especial, fresh lime juice, two cocktail shrimp, three battered fried shrimp, snow crab claw, celery, and cucumber.
- Shipped Seafood Trays World Famous Shrimp Tray and seafood combinations shipped directly to customers nationwide, packed fresh and ready to heat and eat.
- Signature Sauces and Seasonings Family's proprietary recipe sauces and seasonings available for retail purchase, handed down over generations and usable on seafood, chicken, pork, beef, pasta, eggs, and popcorn.
- Event Banquets and Private Dining Private and semi-private event spaces for banquets, corporate events, and celebrations with capacity up to 1,000 guests, offering indoor and outdoor patio options with marina views and buffet, pre-fixed, or family-style dining formats.
- ShrimpFest Annual Event Ticketed annual seafood festival held in October during National Seafood Month featuring all-you-can-eat buffet, live mariachi entertainment, meet-and-greet with KINGS OF FI$H cast, and exclusive menu items.
- San Pedro Fish Market Grille Fast-casual dining concept serving fresh seafood prepared to order as plates, fish and chips, sandwiches, salads, bowls, quesadillas, tacos, or burritos at Rolling Hills Estates, Harbor City, and Wilmington locations.
Quantifiable outcome
- Serves over 2 million customers annually
- +2 more outcomes
Companies that use San Pedro Fish
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles2 records
San Pedro Fish technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature3 records
San Pedro Fish partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered flagship, minor, core and major.
- Amazon Prime VideoflagshipStreaming home of award-winning KINGS OF FI$H docudrama series. Series showcases four generations of family business with millions of accumulated views.
- Joey ChestnutminorCompetitive eater who won the Memorial Day annual Shrimp Eating Contest in 2018 at San Pedro Fish Market.
- Toast TabcoreOnline ordering platform partner for both San Pedro and Long Beach locations. Customers can place pickup and delivery orders through Toast Tab system.
- OpenTablecoreReservation platform for Long Beach location dining and event bookings. Enables advance table reservations for customers.
- PaytronixcoreLoyalty program technology provider powering San Pedro Fish Market rewards app with points earning and redemption functionality.
- GoldbellymajorE-commerce marketplace partner for nationwide shipping of World Famous Shrimp Trays and signature seafood products. Branded as 'Shipped to Your Home' offering.
- TripleSeatcoreEvent booking and banquet reservation platform for private event inquiries and party request management.
Scale indicators8 records
Recent moves12 records
Expansion highlights6 records
San Pedro Fish competitors and assessment
Company assessmentBroad incumbents
- Red Lobster: Largest US casual dining seafood chain offering crab, lobster, shrimp, and fish at value-driven price points. Comparable broad incumbent in seafood casual dining; differs from San Pedro Fish Market in scale, value positioning, and standardized chain format.
- Joe's Crab Shack: Established national casual seafood chain focused on crab, shrimp, and family dining. Comparable to San Pedro Fish Market in seafood-led casual dining and shareable platters, though broader footprint and more standardized menu.
- McCormick & Schmick's: Established seafood restaurant group with national footprint, fresh-fish menu, and private event capabilities. Comparable to San Pedro Fish Market in fresh-seafood daily-changing menu, event business, and full-service seafood positioning.
Direct peers
- Ocean Prime: Upscale seafood and steakhouse chain with multiple US locations, strong event/private dining business, and premium seafood positioning. Comparable to San Pedro Fish Market in seafood-forward menu, emphasis on private events, and waterfront-adjacent locations.
- The Boiling Crab: Casual seafood chain founded in LA area specializing in Cajun-style shrimp, crab, and crawfish boils. Closely comparable to San Pedro Fish Market in Southern California roots, shrimp-and-seafood focus, family-style sharing format, and multi-location dine-in model.
- Bubba Gump Shrimp Co. National seafood restaurant chain themed around shrimp and casual waterfront dining. Comparable to San Pedro Fish Market in shrimp-led menu, tourist-oriented waterfront locations, and shareable family-style platters.
- King's Fish House: Southern California-based seafood restaurant chain operating multiple locations with fresh-fish counter service model. Directly comparable to San Pedro Fish Market in geography, seafood-led menu, and full-service family-dining positioning.
- Truluck's: Upscale seafood restaurant group known for fresh fish, stone crab claws, and special occasion dining. Comparable to San Pedro Fish Market in fresh-seafood focus, special-occasion positioning, and event/private dining capabilities.
- Eddie V's Prime Seafood: Premium seafood restaurant chain offering fresh fish, lobster, and an extensive wine program in upscale settings. Comparable to San Pedro Fish Market in premium seafood menu, polished full-service format, and event/private dining revenue mix.
Regional players
- Pier 76 Fish Grill: Portland-based seafood restaurant chain with fresh seafood counter service and family-friendly dining. Comparable in fish-counter service model and casual seafood family format, but operates in a different regional market (Pacific Northwest) without direct SoCal overlap.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
San Pedro Fish social profiles
Digital presenceSan Pedro Fish financial estimates
Financial estimateRevenue estimate
Valuation estimate
San Pedro Fish leadership team
Management profileNumber of profiles
Profiles2 records
San Pedro Fish subsidiaries and ownership
Company hierarchySubsidiaries3 records
San Pedro Fish funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
San Pedro Fish M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about San Pedro Fish
What does San Pedro Fish do?
San Pedro Fish Market operates a multi-location seafood restaurant chain serving dine-in, takeout, and delivery customers across Southern California, with the World Famous Shrimp Tray as its signature item. Beyond restaurant service, the company ships shrimp trays, signature sauces, and seasonings nationwide via e-commerce and Goldbelly, hosts private events and banquets for up to 1,000 guests, and operates a fast-casual Grille sub-brand.
Is San Pedro Fish a public or private company?
San Pedro Fish is a private company. It is classified as family owned and is currently operating.
When was San Pedro Fish founded?
San Pedro Fish was founded in 1956. It employs 101 to 250 people.
Where is San Pedro Fish based?
San Pedro Fish is headquartered in San Pedro, United States, in the North America region.
How does San Pedro Fish make money?
Four revenue lines are on record. Restaurant Dining and Takeout is the primary driver. The others are E-commerce Shipping, events and Banquets and retail Merchandise.
Who are San Pedro Fish's main competitors?
Broad incumbents on record are Red Lobster, Joe's Crab Shack and McCormick & Schmick's. Direct peers are Ocean Prime, The Boiling Crab, Bubba Gump Shrimp Co., King's Fish House, Truluck's and Eddie V's Prime Seafood. Pier 76 Fish Grill is listed as a regional player.
Does San Pedro Fish have an API?
No public API is recorded for San Pedro Fish.
What industry is San Pedro Fish in?
San Pedro Fish's product category is Seafood Restaurants. Its primary akta.pro industry code is AFANADAI, Ready-to-Eat/Ready-to-Heat Seafood Meals (Prepared Foods), with a secondary code of AFANALAH, Seafood Meal Kits & Heat-and-Eat Entrées (Prepared Meals Featuring Seafood). Its NAICS code is 722320 and its SIC code is 5810.