Fishetarian Fish Market

What Fishetarian Fish Market does

Fishetarian Fish Market is a privately held, founder-operated seafood retail market and casual restaurant located at 599 CA-1 in Bodega Bay, California. Founded by Shane and Dana Lucas in 2012, the business combines a fresh-seafood retail counter selling hand-selected, daily-caught fish with a dine-in and take-out restaurant serving coastal favorites such as fish and chips and chowder. The concept emphasizes sustainable, locally and organically sourced ingredients, with menu extensions for gluten-free and vegetarian diners, and operates with only recyclable, biodegradable, and compostable tableware. The company holds the Slow Food Seattle Snail of Approval and the Surfrider Foundation Ocean Friendly Restaurant certification.

The business generates revenue through three streams: in-store and take-out prepared food service, retail seafood sales to consumers for home preparation, and prepaid gift cards. Distribution is concentrated in a single physical storefront, supplemented by online ordering through Toast Tab and Clover, and a Yelp listing that supports earned-media awareness. With six total employees and no external investors or parent company, Fishetarian is a bootstrapped, family-operated small business. The founders' fishing lineage traces to the 1973 acquisition of Lucas Wharf fish dock and the 1984 opening of Lucas Wharf Restaurant, providing deep operational and supply expertise rather than a scalable multi-site footprint.

The technology stack is minimal: a Squarespace website, Toast Tab for online takeout orders, Clover for online ordering and gift card fulfillment, and standard restaurant POS infrastructure. There is no proprietary technology, no data platform, no mobile application, and no AI/ML capability disclosed. Customer-facing technology is limited to menu browsing, location/hours information, online ordering, and gift card purchase flows. The operating model is fundamentally a service-intensive, location-bound small business rather than a technology-enabled commerce or marketplace venture.

Name

Fishetarian Fish Market

Legal name

Fishetarian Fish Market

Website

https://fishetarianfishmarket.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Fishetarian Fish Market is a founder-owned, single-location seafood retail market and casual restaurant in Bodega Bay, California, serving fresh sustainable seafood and prepared coastal dishes to tourists, local residents, and health-conscious consumers via dine-in, takeout, and online ordering.

Ownership category

akta.pro rank

Product category

Seafood Restaurant & Retail Fish Market

NAICS

Fish and Seafood Retailers (445250), Fish and Seafood Retailers (44525)

SIC

Retail-Food Stores (5400), Retail-Eating Places (5812)

akta.pro primary industry

Seafood Markets & Fishmongers (CRAHAHAC)

akta.pro secondary industry

Seafood Fast Casual (THAFABAJ)

Keywords

• Fresh seafood retail
• Seafood restaurant
• Sustainable seafood
• Coastal dining
• Fish market

Headquarters

HQ city

Bodega Bay

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Seafood Retail Sales: Sale of fresh, sustainable, locally caught seafood directly to consumers from the market case. Customers can purchase daily hand-selected catches for home preparation.
2. Food Service/Restaurant: Sale of prepared seafood dishes including fish and chips, chowder, and other coastal favorites. Operating as both dine-in and take-out service.
3. Gift Cards: Sale of gift cards through Clover and Toast Tab platforms, providing prepaid revenue for future services.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Fishetarian Fish Market operates a single-location retail seafood counter and casual dine-in/takeout restaurant at 599 CA-1, Bodega Bay, CA, selling fresh, sustainably and locally caught seafood for home preparation alongside prepared coastal dishes such as fish and chips and chowder. The business also offers gluten-free and vegetarian menu options, sells prepaid gift cards online, and accepts takeout orders through the Toast Tab and Clover digital ordering platforms.

Product overview

Fishetarian Fish Market operates as a dual-purpose sustainable seafood restaurant and retail market in Bodega Bay, CA. The core offering combines an dine-in restaurant serving coastal favorites like fish and chips and chowder alongside a retail market selling fresh, hand-selected daily catches. The company extends its offering through online ordering capabilities via Toast Tab and Clover platforms, gift card purchases, and specialized menu options including gluten-free and vegetarian selections. Founded by Shane and Dana Lucas with over 40 years of fishing expertise, the business emphasizes sustainable fishing practices, local sourcing, and environmentally responsible operations using only recyclable, biodegradable, and compostable tableware.

Differentiator

Problem solved

Functional benefit

Products and services

• In-Store Seafood Restaurant (Dine-in and Takeout) Casual dine-in and takeout restaurant experience at 599 CA-1, Bodega Bay, CA, serving sustainable, locally caught seafood dishes including fish and chips, chowder, and other coastal favorites, with gluten-free and vegetarian options, for walk-in customers and online takeout orders via Toast Tab.
• Fresh Seafood Market Counter Retail fish market counter selling hand-selected, daily-caught sustainable and locally caught seafood for purchase by customers to prepare at home, with produce sourced locally and organically whenever possible.
• Fishetarian Gift Cards Prepaid gift cards purchasable online through the Clover platform, redeemable at Fishetarian Fish Market for fresh seafood purchases, dine-in meals, or takeout orders.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Nick's Cove: Tomales Bay waterfront seafood restaurant, cottage resort, and market offering locally sourced seafood and casual dining on the same North Coast California shoreline as Fishetarian. Matches the coastal small-scale, sustainable, locally caught seafood positioning.
• Hog Island Oyster Company: Northern California sustainable shellfish farm, retail market, and casual seafood restaurant (Marshall + Tomales Bay flagship + Petaluma). Shares Fishetarian's 'sustainable, locally grown, farm-and-shore-to-table' positioning and operates farm-direct seafood retail with prepared foods.
• Saltwater Oyster Depot: Inverness (Marin County) sustainable seafood restaurant and oyster bar focused on Tomales Bay shellfish and locally caught seafood. Comparable small-format coastal California casual seafood concept emphasizing local sourcing, sustainability, and dine-in/take-out service.
• Bodega Bay Oyster Company: Bodega Bay-based sustainable oyster farm and seafood retailer operating directly in Fishetarian's home market. Overlaps on locally grown shellfish, retail seafood sales, and the Bodega Bay tourist customer base.
• Spud Point Crab Company: Family-owned Bodega Bay seafood shack specializing in fresh local crab and clam chowder, operating take-out and limited seating in the same harbor area as Fishetarian. Directly comparable coastal California single-location seafood retailer targeting the same tourist and resident traffic.
• Tomales Bay Oyster Company: Family-run Tomales Bay oyster farm and seafood retailer selling sustainably harvested shellfish and prepared seafood dishes in Marin County, Northern California. Comparable as a coastal sustainable seafood farm + small-format retail/restaurant hybrid serving the same Bay Area culinary tourist market.
• Marshall Store & Deli: Iconic Tomales Bay sustainable-seafood deli and market in Marshall, CA, featuring fresh local oysters, smoked fish, and prepared seafood. Closely matches Fishetarian's farm/harbor-direct retail + dine-in hybrid and sustainability ethos in the same coastal Northern California geography.
• The Tides Wharf & Restaurant: Historic Bodega Bay waterfront seafood restaurant and market located steps from the harbor, offering fresh local seafood, casual dining, and market sales. Competes for the same tourist and local Bodega Bay customers with a similar fresh-off-the-dock value proposition.
• Lucas Wharf Restaurant: Bodega Bay seafood restaurant on the same Lucas Wharf property tied to Shane Lucas's family heritage (parents purchased the fish dock in 1973; restaurant opened 1984). Operates in the same tiny coastal town with the same fresh local seafood + casual dining format, making it the closest direct competitor.

Regional players

• Sotto Mare: San Francisco North Beach Italian seafood restaurant focused on fresh cioppino, crab, and local seafood. Comparable as a casual seafood restaurant emphasizing fresh local catch, but operates in an urban Bay Area market rather than a coastal tourism town like Bodega Bay.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/fishetarian-fish-market

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Fishetarian Fish Market