Fish City
Fish City is a family-owned seafood restaurant in Belfast, Northern Ireland, founded in 2013, serving MSC-certified sustainable fish and chips, oysters, mussels, and broader seafood dishes to locals, tourists, schools, and private-event guests via dine-in, takeaway, and Deliveroo delivery.
- Company typePrivate
- Founded2013
- HeadquartersBelfast, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
Fish City firmographics
Firmographics- Name
- Fish City
- Legal name
- Fish City
- Website
- https://fish-city.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Fish City is a family-owned seafood restaurant in Belfast, Northern Ireland, founded in 2013, serving MSC-certified sustainable fish and chips, oysters, mussels, and broader seafood dishes to locals, tourists, schools, and private-event guests via dine-in, takeaway, and Deliveroo delivery.
- Ownership category
- akta.pro rank
Fish City industry classification
Industry- Product category
- Seafood Restaurant
- NAICS
- Full-Service Restaurants (722511), Restaurants and Other Eating Places (72251)
- SIC
- Retail-Eating Places (5812), Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Steakhouses & Seafood Restaurants (THAFACAE)
- akta.pro secondary industries
- Fine Dining Restaurants (THAFACAA), All-Day Dining Restaurants (THAFACAJ)
Keywords
Where Fish City is headquartered
LocationHeadquarters
- HQ city
- Belfast
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Fish City business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Dine-in Restaurant Service: Revenue from customers dining in at the restaurant across multiple dining areas (Main Deck, Cabin, Terrace, Hut). The restaurant serves lunch and dinner with a full seafood menu including fish and chips, grilled fish, seafood platters, oysters, mussels, and desserts. Daytime sales are approximately 70%+ fish and chips, with evening sales dropping to 40-50% fish and chips as customers order broader seafood options.
- Takeaway and Delivery: Revenue from takeaway orders placed online through Flipdish system and via Deliveroo delivery partner. Customers can order for collection or home delivery.
- Private Events and Group Bookings: Revenue from hosting private events, group bookings, and celebrations. The restaurant has multiple dining rooms available for reservations and special occasions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Dine-in menu pricing |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Fish City product offering
Product offeringCore offering
Fish City operates a full-service seafood restaurant in Belfast city centre, serving sustainably sourced, MSC-certified fish and chips and a broader seafood menu (oysters, mussels, grilled fish, seafood platters, chowder, scampi). The restaurant offers dine-in service across multiple themed dining rooms, takeaway via Flipdish, home delivery via Deliveroo, private events, and ancillary experiences such as the Kids Club educational programme and Oyster Masterclass.
Product overview
Fish City is a Belfast-based seafood restaurant offering a unified dining experience centred on sustainably sourced premium fish and chips alongside diverse seafood dishes. The restaurant operates multiple themed dining rooms (Main Deck, Cabin, Terrace, Hut) and offers ancillary services including an Oyster Masterclass experience, a free Kids Club educational programme on seafood sustainability, takeaway ordering via Flipdish, and group event bookings. The product portfolio is a single unified restaurant concept with experiential add-ons rather than a modular software platform.
Differentiator
Problem solved
Functional benefit
Brands
- Fish City Kids Club: Award-winning educational initiative offered free to primary seven schoolchildren, teaching about seafood sustainability and ocean conservation through visits to St George's Fish Market and interactive workshops.
Products and services
- Fish and Chips (Signature)
Quantifiable outcome
- 97% mystery diner satisfaction score at Fry Awards 2026 (pass mark 96%)
- +3 more outcomes
Companies that use Fish City
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles4 records
Fish City technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Fish City partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Marine Stewardship Council (MSC)coreFish City was the first restaurant on the island of Ireland to achieve MSC certification. All cod, haddock, and hake served is MSC-certified sustainably sourced. The partnership involves MSC eco-label usage, annual audits, and participation in MSC marketing campaigns. Fish City won MSC UK Foodservice Champion (2023, 2025) and MSC UK Marketing Champion (2023, 2025).
- National Federation of Fish Friers (NFFF)coreFish City owner John Lavery serves as Northern Ireland Regional Director of the NFFF. The partnership involves industry advocacy, standards development, participation in NFFF Quality Accreditation scheme, and industry initiatives such as portion size education posters. Fish City achieved NFFF Quality Accreditation.
- DeliveroominorDeliveroo is a third-party delivery partner enabling Fish City to offer home delivery services to customers. Orders are processed through Deliveroo's platform with data handled under Deliveroo's privacy policy.
- Belfast City Council (Belfast Business Promise)coreFish City achieved Pledges 2, 3, and 5 of the Belfast Business Promise, a mark of excellence spearheaded by Belfast City Council recognizing commitments to community, environment, and local economy.
- Good Food IrelandcoreGood Food Ireland is the definitive trustmark for local food and drink experiences on the island of Ireland. Fish City received Supreme Award of the Year and Tourism Sustainability Award at the 2025 Good Food Ireland Awards. The organization audits members ensuring quality, sustainability, and local food and culture standards.
- SeafishcoreSeafish supports the UK seafood industry. Fish City won Seafish award for Northern Ireland's Fish and Chip Shop of the Year in 2015 and participates in Seafish campaigns including Seafood for Life. The restaurant is committed to responsibly and sustainably sourcing ingredients.
- Ulster WildlifeminorUlster Wildlife is supporting the restoration of native flat oysters in Belfast Lough through oyster nurseries. Fish City educates customers about this initiative through its Kids Club program, highlighting the rediscovery of native oysters in Belfast Lough in 2020.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Fish City competitors and assessment
Company assessmentDirect peers
- Wright Brothers: London-based seafood restaurant group serving oysters, shellfish and fish across multiple sites. Comparable as a premium-positioned UK seafood dining brand targeting similar foodie and occasion-driven customer segments.
- The Magpie Cafe: Long-established, award-winning seafood and fish & chip restaurant in Whitby, North Yorkshire. Directly comparable as a heritage, single-region seafood destination restaurant competing for UK fish & chip accolades and tourism-driven covers.
- Bonnie Gull Seafood Shack: London seafood bistro focusing on sustainable British shellfish and fish. Comparable as a sustainability-led, seafood-only casual dining concept with a similar provenance-focused menu approach.
- Rockfish: UK seafood restaurant group founded by Mitch Tonks, with multiple sites across the South West. Directly comparable as a sustainable, seafood-first casual dining chain with strong supply-chain credentials and a similar sustainability-led positioning.
- The Scallop Shell: Independent award-winning seafood restaurant in Bath with a fish and shellfish-focused menu. Comparable as a premium independent UK seafood restaurant competing for national accolades and similar food-tourism demand.
- Fishworks: UK seafood restaurant group operating multiple sites in London and the South East. Comparable as a seafood-specialist casual dining operator with full table service and a similar customer mix of locals and visitors.
- Simpsons Fish & Chips: Multi-site UK fish & chip chain recognized with National Fish & Chip Awards. Comparable as a fish & chip specialist competing in the same UK awards circuit and targeting similar family and takeaway customer occasions.
Broad incumbents
- Côte Brasserie: Large UK casual dining chain offering all-day French-inspired menus including seafood. Comparable as a broad incumbent in UK full-service casual dining, operating at greater scale and with broader menu scope.
- Loch Fyne Seafood & Grill: Established UK seafood restaurant chain with a broader national footprint. Comparable as an established incumbent in the UK casual seafood dining category, though with a wider menu and less of a single-location artisanal positioning.
Emerging players
- The Palomar: London restaurant group with strong seafood and shellfish-led menus (including an oyster bar concept). Comparable as an emerging player in premium UK seafood dining, though operating in a larger city market with multiple sites.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Fish City social profiles
Digital presenceFish City compliance and trust
Trust signalCompliance4 records
Fish City financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fish City leadership team
Management profileNumber of profiles
Profiles2 records
Fish City funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fish City 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 Fish City
What does Fish City do?
Fish City operates a full-service seafood restaurant in Belfast city centre, serving sustainably sourced, MSC-certified fish and chips and a broader seafood menu (oysters, mussels, grilled fish, seafood platters, chowder, scampi). The restaurant offers dine-in service across multiple themed dining rooms, takeaway via Flipdish, home delivery via Deliveroo, private events, and ancillary experiences such as the Kids Club educational programme and Oyster Masterclass.
Is Fish City a public or private company?
Fish City is a private company. It is classified as family owned and is currently operating.
When was Fish City founded?
Fish City was founded in 2013. It employs 11 to 50 people.
Where is Fish City based?
Fish City is headquartered in Belfast, United Kingdom, in the Europe region.
How does Fish City make money?
Three revenue lines are on record. Dine-in Restaurant Service is the primary driver. The others are takeaway and Delivery and private Events and Group Bookings.
Who are Fish City's main competitors?
Direct peers on record are Wright Brothers, The Magpie Cafe, Bonnie Gull Seafood Shack, Rockfish, The Scallop Shell, Fishworks and Simpsons Fish & Chips. Broad incumbents are Côte Brasserie and Loch Fyne Seafood & Grill. The Palomar is listed as an emerging player.
Does Fish City have an API?
No public API is recorded for Fish City.
What industry is Fish City in?
Fish City's product category is Seafood Restaurant. Its primary akta.pro industry code is THAFACAE, Steakhouses & Seafood Restaurants, with a secondary code of THAFACAA, Fine Dining Restaurants. Its NAICS code is 722511 and its SIC code is 5812.