Notorious Fish
Notorious Fish is a São Paulo-based seafood street-food brand founded in 2020. Operating as Notorious Fish Lanches do Mar Ltda., it runs a Pinheiros restaurant, delivery via iFood/Rappi/99App, catering, and branded merchandise through Lojinha.
- Company typePrivate
- Founded2020
- HeadquartersSão Paulo, Brazil
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Notorious Fish does
Notorious Fish is a São Paulo-based seafood restaurant and street food brand, operating under the legal entity Notorious Fish Lanches do Mar Ltda. The company was founded in 2020 as a delivery-only operation and opened its first physical dine-in restaurant in the Pinheiros neighborhood in 2024. Its product is built around a seafood street-food menu (lanches do mar) targeted at urban Brazilian consumers seeking casual, brand-driven dining.
The business operates four distinct revenue streams: (1) dine-in service at the Pinheiros restaurant, (2) delivery orders fulfilled through third-party platforms iFood, Rappi, and 99App, (3) catering and private events, and (4) branded merchandise sold through its Lojinha e-commerce channel. Limited-edition collaborations with artists Arthoz, Felipe Risada, and Fernanda Short Hair are used to differentiate the merchandise line and reinforce cultural positioning. There is no proprietary technology stack; the underlying operational layer is conventional restaurant operations layered on top of standard delivery aggregator integrations.
The business is founder-owned and bootstrapped, structured as a Brazilian limitada (Ltda.), with a current headcount of 7 employees and a single geographic footprint in São Paulo. There are no external funding rounds, no investor disclosures, and no public revenue figures. Distribution is concentrated in one upscale São Paulo neighborhood, with delivery extending reach across the metropolitan area but without geographic expansion beyond São Paulo.
Notorious Fish firmographics
Firmographics- Name
- Notorious Fish
- Legal name
- Notorious Fish Lanches do Mar Ltda.
- Website
- https://notoriousfish.com.br
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Notorious Fish is a São Paulo-based seafood street-food brand founded in 2020. Operating as Notorious Fish Lanches do Mar Ltda., it runs a Pinheiros restaurant, delivery via iFood/Rappi/99App, catering, and branded merchandise through Lojinha.
- Ownership category
- akta.pro rank
Notorious Fish industry classification
Industry- Product category
- Casual Seafood Dining
- SIC
- Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Seafood Fast Casual (THAFABAJ)
Keywords
Where Notorious Fish is headquartered
LocationHeadquarters
- HQ city
- São Paulo
- HQ country
- Brazil
- HQ region
- Latin America
Offices1 record
Markets served
Notorious Fish business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- Restaurant dine-in: Revenue from serving seafood dishes and beverages to dine-in customers at their physical location in Pinheiros, São Paulo.
- Delivery orders: Revenue from food delivery orders placed through third-party platforms including 99App, Rappi, and iFood.
- Merchandise and products: Revenue from branded merchandise including apparel (t-shirts, caps), beach wear (cangas, lenços), home items (ashtrays), and limited-edition collaboration products sold through the online store.
- Catering and events: Revenue from providing customized seafood catering services for corporate events, weddings, birthdays, baby showers, brunches, festivals, and brand activations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual merchandise products at various price points |
| Unit Pricing | Pay-as-you-go | Restaurant menu items |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Notorious Fish product offering
Product offeringCore offering
Notorious Fish runs a casual seafood restaurant and bar in Pinheiros, São Paulo, serving fresh fish and seafood-based sandwiches, appetizers, and desserts alongside a full bar. It also provides food delivery through 99App, Rappi, and iFood, and offers customized catering for corporate events, weddings, and festivals. An online store (Lojinha) sells branded merchandise and limited-edition collaboration products.
Product overview
Notorious Fish is a São Paulo-based seafood restaurant and street food business founded in 2020. The company operates a physical restaurant and bar (opened 2024) in Pinheiros, offering seafood-based dishes including sandwiches, appetizers, and desserts, complemented by a full bar. The business provides delivery services through 99App, Rappi, and iFood platforms, as well as catering and event services for corporate events, celebrations, and food festivals. The company also sells branded merchandise through its 'Lojinha' (online store), including the Collab de Verão beach collection with artist Fernanda Short Hair, the Livro para Colorir coloring book collaboration with Arthoz, limited edition ceramic plates with Felipe Risada, apparel (t-shirts, caps), and home items (ceramic ashtrays). The merchandise spans categories including clothing, accessories, home goods, and gifts, with several limited-edition collaboration pieces.
Differentiator
Problem solved
Functional benefit
Products and services
- Notorious Fish Restaurant & Bar Seafood restaurant and bar located in Pinheiros, São Paulo. Offers a menu of fresh fish and seafood-based dishes including sandwiches, appetizers, and desserts, complemented by a full bar serving drinks. The pet-friendly venue (balcony) accepts major Brazilian meal vouchers.
- Notorious Fish Delivery Service Food delivery service offering the full Notorious Fish menu for home delivery through third-party platforms: 99App, Rappi, and iFood. Includes delivery-exclusive items in addition to core menu offerings.
- Notorious Fish Catering & Events
- Notorious Fish Lojinha (Online Merchandise Store)
Companies that use Notorious Fish
Customer profileSegments2 records
Ideal customer profiles3 records
Notorious Fish technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Notorious Fish partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered minor and core.
- Felipe RisadaminorCollaboration with ceramic artist Felipe Risada for the 5-year anniversary celebration. Created a limited edition of 30 hand-painted ceramic plates, each numbered and signed.
- 99AppcoreDelivery platform partnership for food delivery orders. Notorious Fish is listed on 99App (99taxis food delivery service) for customers to order seafood dishes.
- RappicoreDelivery platform partnership for food delivery orders. Notorious Fish is available on Rappi for on-demand delivery service.
- iFoodcoreDelivery platform partnership for food delivery orders. Notorious Fish is listed on iFood, one of Brazil's largest food delivery platforms.
- ArthozminorCollaboration with multi-artist Arthoz to create a coloring book featuring over 15 original illustrations themed around the Notorious Fish universe.
- Fernanda Short HairminorCollaboration with designer Fernanda Short Hair for beach wear collection including square scarves, pareos, and cangas in two sizes. Celebrates the connection between city and sea life.
- short hairminorBeach wear collaboration brand for exclusive limited-edition pieces (lenços, cangas) developed together with the short hair label.
- LalamoveminorDelivery service used for shipping merchandise products within São Paulo city.
Scale indicators2 records
Recent moves7 records
Expansion highlights4 records
Notorious Fish competitors and assessment
Company assessmentBroad incumbents
- Applebee's Brasil: International casual-dining chain in Brazil offering a broad comfort-food menu and bar service. Comparable to Notorious Fish in casual full-service format and São Paulo dining market, though serving a more mainstream American-style menu rather than seafood.
- Madero: Brazilian casual-dining chain offering burgers, sandwiches, and broader menu in a polished, contemporary setting. Comparable to Notorious Fish as a São Paulo casual-dining incumbent, but with a broader (non-seafood-focused) portfolio and significantly larger scale.
- Fogo de Chão: Brazilian-originated steakhouse chain with full bar and a seafood-inclusive menu in a casual-yet-upscale setting. Comparable to Notorious Fish through its Brazilian heritage, seafood-inclusive offering, and bar-anchored dining experience.
- Outback Steakhouse Brasil: International casual-dining chain operating in Brazil with a broad steak-and-comfort-food menu and strong bar program. Comparable to Notorious Fish in casual-dining service model, bar-led positioning ('do mar ao bar'), and São Paulo presence, though not seafood-focused.
- TGI Fridays Brasil: International casual-dining chain in Brazil offering a broad menu and full bar service. Comparable to Notorious Fish in casual-dining format, bar-driven experience, and São Paulo presence, though with a generalized rather than seafood-focused menu.
Direct peers
- Coco Bambu: Large Brazilian seafood restaurant chain known for generous portions, casual atmosphere, and broad seafood menu across multiple price points. Comparable to Notorious Fish as a seafood-casual operator in the Brazilian market, though at much larger scale and broader positioning.
- Sal e Brasa: Brazilian casual chain combining grill (churrasco) and seafood in an approachable, family-style format. Comparable to Notorious Fish through its seafood-inclusive casual dining model and Brazilian mass-market positioning.
- Camarada Camarão: Brazilian casual-dining chain specializing in shrimp and seafood dishes in a relaxed, accessible format. Operates a multi-site seafood-casual concept in São Paulo and other major Brazilian cities, directly comparable to Notorious Fish's casual-seafood positioning and target customer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights7 records
Customer concentration
Notorious Fish social profiles
Digital presenceNotorious Fish financial estimates
Financial estimateRevenue estimate
Valuation estimate
Notorious Fish leadership team
Management profileNumber of profiles
Notorious Fish funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Notorious 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 Notorious Fish
What does Notorious Fish do?
Notorious Fish runs a casual seafood restaurant and bar in Pinheiros, São Paulo, serving fresh fish and seafood-based sandwiches, appetizers, and desserts alongside a full bar. It also provides food delivery through 99App, Rappi, and iFood, and offers customized catering for corporate events, weddings, and festivals. An online store (Lojinha) sells branded merchandise and limited-edition collaboration products.
Is Notorious Fish a public or private company?
Notorious Fish is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Notorious Fish founded?
Notorious Fish was founded in 2020. It employs 1 to 10 people.
Where is Notorious Fish based?
Notorious Fish is headquartered in São Paulo, Brazil, in the Latin America region.
How does Notorious Fish make money?
Four revenue lines are on record. Restaurant dine-in is the primary driver. The others are delivery orders, merchandise and products and catering and events.
Who are Notorious Fish's main competitors?
Broad incumbents on record are Applebee's Brasil, Madero, Fogo de Chão, Outback Steakhouse Brasil and TGI Fridays Brasil. Direct peers are Coco Bambu, Sal e Brasa and Camarada Camarão.
Does Notorious Fish have an API?
No public API is recorded for Notorious Fish.
What industry is Notorious Fish in?
Notorious Fish's product category is Casual Seafood Dining. Its primary akta.pro industry code is THAFABAJ, Seafood Fast Casual. Its SIC code is 5810.