Perseverance and seafood: a tale of survival in San Pedro Fish Market's community
The San Pedro Fish Market, a family-run restaurant with an almost 70-year history, has shown remarkable resilience in the face of eviction and various challenges. Operating in a parking lot since 2023, the iconic eatery has managed to maintain high revenue and continue operations, thanks to its adaptability, strong community support, and operational experience.
Mike Ungaro, the CEO and co-owner of the San Pedro Fish Market, has been at the helm of this remarkable journey. With a background in banking and insurance, Ungaro returned to the family business at the request of his family members. His nephew, Henry Ungaro Jr., is now leading the brand's technological evolution.
The restaurant's resilience became evident when their lease expired in early 2025. Instead of shutting down, they transitioned to a pop-up format nearby, allowing them to remain visible and continue serving customers while navigating operational challenges.
Flexibility and adaptability have been key factors in their survival. By moving quickly from a fixed location to a pop-up setup in the vicinity, they managed to avoid a full shutdown and maintain revenue streams despite eviction.
The San Pedro Fish Market's strong community and customer loyalty have also played a significant role in their resilience. As a well-known family-run spot with a solid reputation, these factors helped sustain customer support despite hassles from weather or local wildlife like seagulls.
Operational experience has also been a crucial factor. Having operated since 2023, the restaurant likely built operational know-how for dealing with outdoor challenges and local regulations, including sensitivity around immigration enforcement (ICE agents).
In addition to their current location, the San Pedro Fish Market has a second location in Long Beach. This location was shut down by the pandemic in 2020 and required significant renovations, costing over $6 million to complete. The restaurant had previously attempted to create a fast-casual variation of their concept, but this venture failed.
Despite these setbacks, the San Pedro Fish Market has continued to thrive. In 2021, they pulled in about $11 million, despite operating in a parking lot. This impressive figure is a testament to their strong brand and loyal customer base.
The San Pedro Fish Market's media exposure, including an Amazon Prime series, has also contributed to their success, driving traffic to the restaurant and helping keep the business alive.
Looking to the future, plans are underway for a new, larger location as part of the West Harbor redevelopment plan. Developers are planning to build a new 55,000-square-foot restaurant for the San Pedro Fish Market, designed by Studios Architecture and estimated at about $20 million. Mike Ungaro has signed a 49-year lease for this new restaurant.
This situation serves as a powerful example of how small businesses can survive and thrive by leveraging brand strength and operational agility in the face of legal and environmental pressures. The San Pedro Fish Market's story is one of resilience, adaptability, and the power of a strong community.
- Mike Ungaro, with a background in banking and insurance, utilizes his skills to lead the San Pedro Fish Market's technological evolution.
- The San Pedro Fish Market, despite a failed attempt at a fast-casual concept and a pandemic-induced shutdown at their Long Beach location, continues to thrive and yielded approximately $11 million in 2021.
- Fashion-and-beauty and home-and-garden enthusiasts may enjoy following the San Pedro Fish Market's story, as their resilience, adaptability, and community support serve as an inspiring example for small businesses.
- Travelers seeking unique culinary experiences will find the San Pedro Fish Market an invaluable destination, given their remarkable history, resilience, and planned expansion with a new, 55,000-square-foot location in West Harbor.
