Fog Harbor Fish

What Fog Harbor Fish does

Fog Harbor Fish House is a single-location, full-service seafood restaurant operating at PIER 39 in San Francisco's Fisherman's Wharf, owned and operated by the Simmons family through Simco Restaurants. The restaurant opened in 2007 as a rebrand of the former Chic's Seafood following a complete renovation by Simco, and serves a menu built around 100% sustainable seafood (the first Fisherman's Wharf operator to commit to that standard, in 2012). Diners access the restaurant via Yelp reservations (parties up to 8), Yelp-managed walk-in waitlist, or private event inquiries (parties of 9+) handled through Tripleseat. The dining room offers panoramic views of Alcatraz and the Golden Gate Bridge; three private/semi-private spaces — the Sea Lion Room (capacity 52), the Alcatraz Room (capacity 56), and the Eagle Cafe Transformed (capacity 60 seated, 80+ reception) — handle events. Operations run 365 days per year, 11am-10pm, with one hour of validated parking through PIER 39 Garage.

Revenue mechanics are predominantly per-cover dine-in transactions across lunch, dinner, and a Monday-Friday 3pm-5pm happy hour, with menu pricing spanning roughly $7 (happy hour clam chowder) to $235 (premium bottle wine). A 5% surcharge is added to every check to fund the San Francisco Employee Benefits Ordinances. Secondary revenue streams include private event bookings, alcoholic beverage sales (wine list, craft cocktails, beer), and gift certificates sold through CardFoundry that are valid across all Simmons family restaurants on PIER 39 and never expire. The restaurant pays corkage ($35 per 750ml bottle) and ships no takeout or delivery. Marketing relies on the company website (fogharbor.com), an active Instagram presence (@fogharbor), Yelp/Google/TripAdvisor review profiles, blog content targeting SEO around San Francisco seafood topics, and an email newsletter. Headcount, financials, and any AI/ML capability deployment are not disclosed; the only technology integrations referenced are Yelp Reservations, Tripleseat for events, Google Maps, YouTube embeds, and standard analytics/advertising tags.

Name

Fog Harbor Fish

Legal name

Fog Harbor Fish House

Website

https://fogharbor.com

Company type

Private

Founded year

2007

Operating status

Operating

Short description

Fog Harbor Fish House is a single-location, family-owned seafood restaurant at PIER 39 in San Francisco's Fisherman's Wharf, serving sustainably sourced seafood and waterfront views to tourists, locals, and private event clients.

Ownership category

akta.pro rank

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Restaurant Dining: The primary revenue stream comes from dine-in restaurant service where customers pay per menu item. Menu includes appetizers ($10-$25), salads ($9-$32), fresh fish and seafood entrees ($24-$56), house specialties including cioppino and Dungeness crab ($42-$58), steaks ($42-$56), pastas ($24-$32), sandwiches ($21-$28), extensive wine list ($46-$235 bottle), cocktails ($17-$21), and desserts ($12). A 5% surcharge is added to each check for San Francisco Employee Benefits Ordinances.
2. Private Events and Banquets: Revenue generated from hosting private events including holiday parties, corporate events, birthday celebrations, wedding receptions, anniversary parties, and retirement celebrations. Three private/semi-private spaces available: Eagle Cafe Transformed (capacity 60 seated, 80+ reception), Sea Lion Room (52 capacity), and Alcatraz Room (56 capacity, semi-private).
3. Beverage Service: Significant revenue from alcoholic beverages including wine (by glass $12-$21, by bottle $46-$235), craft cocktails ($17-$21), beer ($9.50 draft, $6.75-$8 bottles), and after-dinner drinks. Happy Hour Mon-Fri 3pm-5pm with discounted pricing.
4. Gift Certificates: Gift certificates sold online and at the restaurant, valid at all Simmons Family restaurants on PIER 39 and never expire.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Fog Harbor Fish House is a full-service seafood restaurant at PIER 39 in San Francisco's Fisherman's Wharf offering dine-in lunch, dinner, and happy hour service with 100% sustainably sourced seafood and waterfront views of Alcatraz and the Golden Gate Bridge. The restaurant also operates three private and semi-private event spaces (Sea Lion Room, Alcatraz Room, Eagle Cafe Transformed) for corporate events, weddings, and celebrations, and sells gift certificates valid across the Simmons family PIER 39 restaurants.

Product overview

Fog Harbor Fish House is a single-location seafood restaurant operating as the flagship restaurant of the Simmons family's Simco Restaurants portfolio at PIER 39 in San Francisco. The offering centers on the main restaurant dining experience (dinner, lunch, and happy hour menus) complemented by private event spaces (Sea Lion Room, Alcatraz Room, Eagle Cafe Transformed) and gift certificates. The restaurant is known for its 100% sustainable seafood commitment, waterfront views of Alcatraz and the Golden Gate Bridge, and signature dishes including cioppino, Dungeness crab, and clam chowder. Adjacent Simmons Family restaurants on PIER 39 (Pier Market Seafood Restaurant, Crab House, Wipeout Bar & Grill, Eagle Cafe, Biscoff Coffee Corner) are separate establishments, not modules of Fog Harbor Fish House.

Differentiator

Problem solved

Functional benefit

Products and services

• Fog Harbor Fish House Restaurant Dining Full-service seafood restaurant at PIER 39 in Fisherman's Wharf, San Francisco, offering dine-in lunch, dinner, and happy hour service with 100% sustainable seafood and waterfront views of Alcatraz and the Golden Gate Bridge. Open 365 days a year, 11am-10pm. Family-owned by the Simmons family for nearly two decades.
• Private and Semi-Private Event Spaces Three private and semi-private event spaces at Fog Harbor Fish House for corporate events, wedding receptions, holiday parties, birthdays, anniversaries, and retirement celebrations: Sea Lion Room (52 capacity), Alcatraz Room (56 capacity semi-private), and Eagle Cafe Transformed (60 seated, 80+ reception with private waterfront deck, dedicated bartender, and exclusive restrooms). Booked through the restaurant's events team.
• Gift Certificates Gift certificates redeemable at Fog Harbor Fish House and all other Simmons Family restaurants on PIER 39. Sold online and at the restaurant, with no expiration date.

Quantifiable outcome

• Top 5 restaurant ranking on Yelp with nearly 11,000 reviews
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature2 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Aquarium of the Bay / Monterey Bay Aquarium Seafood WatchcoreStrategic or Co-development Partner · 1 January 2012Fog Harbor became the first restaurant on Fisherman's Wharf to serve 100% sustainable seafood, certified by Aquarium of the Bay based on recommendations meeting Monterey Bay Aquarium's Seafood Watch program standards. This partnership establishes their sustainability credentials and differentiates their sourcing practices.
• Simco Restaurants (Simmons Family Restaurant Group)coreOthersSimco Restaurants is the parent restaurant group owned and operated by the Simmons family. The group includes Fog Harbor Fish House, Pier Market Seafood Restaurant, Wipeout Bar & Grill, Eagle Cafe, Crab House, and Biscoff Coffee Corner - all located on PIER 39. Warren Simmons developed PIER 39 in 1977, and today his grandson Ryan and family continue to own and operate these restaurants.
• San Francisco Green BusinessminorStrategic or Co-development PartnerFog Harbor is a certified San Francisco Green Business, demonstrating commitment to environmental sustainability including food waste composting since 2005 and participation in 'Skip the Straw' initiative.
• YelpcoreChannel Partner/ Reseller/ DistributorYelp serves as the primary reservation platform for Fog Harbor, handling both table reservations and waitlist management. The restaurant has nearly 11,000 reviews on Yelp with a 4.4-star rating. Reservations for up to 8 guests are made through Yelp.
• PIER 39coreStrategic or Co-development PartnerFog Harbor is located at the entrance of PIER 39. PIER 39 was developed by Warren Simmons (owner of Fog Harbor) in 1977. The partnership provides prime waterfront real estate with views of Alcatraz and the Golden Gate Bridge. PIER 39 offers 1-hour free parking validation for dine-in guests.
• Boudin Bakery (Implied)minorOthersWhile Fog Harbor bakes sourdough bread in-house every hour, Boudin Bakery is referenced as the famous sourdough bakery that originated the San Francisco sourdough tradition during the Gold Rush. The restaurant serves sourdough as an iconic San Francisco food pairing.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Pier Market Seafood Restaurant: Sister concept under Simco Restaurants, located steps from Fog Harbor at PIER 39. Same ownership family, similar seafood positioning, identical captive Fisherman's Wharf tourist customer base — the most directly comparable peer.
• Scoma's Restaurant: Iconic SF waterfront seafood institution on the Wharf with comparable menu (cioppino, fresh fish, crab), tourist/locals mix, and family-owned heritage. Closest external competitor in scale and brand positioning to Fog Harbor.
• Waterbar Restaurant: Premium San Francisco waterfront seafood restaurant on the Embarcadero with comparable upscale seafood positioning, raw bar, panoramic bay views, and tourist/event-driven revenue mix.
• Fisherman's Grotto #9: Historic Fisherman's Wharf seafood restaurant serving cioppino, crab, and fish specialties to the same tourist/locals base. Direct competitor on the same waterfront strip, sharing operational and customer characteristics.
• Alioto's Restaurant: Long-established Italian-seafood restaurant on Fisherman's Wharf, serving tourists and locals in the same catchment area. Comparable menu positioning (crab, cioppino, fresh fish) and similar waterfront tourist-driven demand model.
• Crab House: Another Simco Restaurants sister concept at PIER 39, focused on crab-centric seafood offerings. Same family ownership, same pier traffic, and overlapping menu — directly comparable unit economics within the same operator's portfolio.
• Wipeout Bar & Grill: Simco Restaurants sister concept at PIER 39, surf-themed casual dining. Same family, same location, overlapping customer base — useful comparability benchmark within the operator's portfolio.
• Lou's Fish Shack: Casual waterfront seafood restaurant at the historic Fisherman's Wharf, offering crab, fish, and cioppino to the same tourist customer base. Closest casual-format direct competitor on the Wharf.
• Eagle Cafe: Simco Restaurants sister concept at PIER 39, brunch and American fare with shared family ownership. Complements Fog Harbor's evening/celebration positioning while sharing the same pier traffic and operator.

Emerging players

• Hog Island Oyster Co. Bay Area sustainable seafood specialist with farm-to-table sourcing, multiple SF locations, and overlapping sustainability messaging. Comparable sustainable seafood positioning with broader Bay Area reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/fogharbor
• LinkedInlinkedin.com/company/fog-harbor-fish-house

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries5 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 Fog Harbor Fish