San Pedro Fish

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.

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

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

• Fresh seafood restaurants
• Seafood dining chain
• Waterfront dining
• Private event catering
• Shipped seafood trays

Headquarters

HQ city

San Pedro

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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.
4. Retail Merchandise: Sale of signature sauces, seasonings, apparel, and gift cards through e-commerce platform and in-restaurant locations.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels10 records

Core 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

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

Seven partnerships are on record, tiered flagship, minor, core and major.

• Amazon Prime VideoflagshipGTM or Marketing Partner · 1 January 2024Streaming home of award-winning KINGS OF FI$H docudrama series. Series showcases four generations of family business with millions of accumulated views.
• Joey ChestnutminorGTM or Marketing Partner · 1 January 2024Competitive eater who won the Memorial Day annual Shrimp Eating Contest in 2018 at San Pedro Fish Market.
• Toast TabcoreTechnology or IntegrationOnline ordering platform partner for both San Pedro and Long Beach locations. Customers can place pickup and delivery orders through Toast Tab system.
• OpenTablecoreTechnology or IntegrationReservation platform for Long Beach location dining and event bookings. Enables advance table reservations for customers.
• PaytronixcoreTechnology or IntegrationLoyalty program technology provider powering San Pedro Fish Market rewards app with points earning and redemption functionality.
• GoldbellymajorChannel Partner/ Reseller/ DistributorE-commerce marketplace partner for nationwide shipping of World Famous Shrimp Trays and signature seafood products. Branded as 'Shipped to Your Home' offering.
• TripleSeatcoreTechnology or IntegrationEvent booking and banquet reservation platform for private event inquiries and party request management.

Scale indicators8 records

Recent moves12 records

Expansion highlights6 records

Broad 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

• Xx.com/sanpedrofish
• YouTubeyoutube.com/kingsoffishtv
• Facebookfacebook.com/sanpedrofish
• Instagraminstagram.com/sanpedrofish
• TikToktiktok.com/@sanpedrofish
• LinkedInlinkedin.com/company/san-pedro-fish-market-and-restaurant

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries3 records

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 San Pedro Fish