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The Tech Inside One of America’s Busiest Fish Markets
Four generations. 2 million customers a year. San Pedro Fish Market is powered by impressive technology and digital storytelling.
San Pedro Fish Market Tech Stack
* Point of Sale: Toast
* Accounting and Operations: Restaurant365
* Reservations: OpenTable
* Table Ordering: me&u
* Preventative Maintenance: Maintain IQ
* Security: Verkada
* Digital Displays: Wand
* Music & Entertainment: Mood Media
* Communications: Google Workspace + 90.io
* Other Tools: iPhone 15 (primary device), ChatGPT for contracts and emails
For more than 70 years, San Pedro Fish Market has been a Southern California landmark.
What started as a humble seafood counter is now one of the largest and busiest seafood restaurants in the U.S., famous for its shareable trays and waterfront energy.
I’ve been there with my family — the Walchef Wolfpack — and it’s an amazing place.
Founded in 1956 as a small dockside fish counter in San Pedro, San Pedro Fish Market has grown into one of the largest family-run restaurants in the United States. It now serves millions of guests each year with its world-famous shrimp trays and lively waterfront atmosphere.
Behind the sizzle of shrimp and the enthusiastic crowd of weekend regulars, the operation is sophisticated.
The business has evolved into a full media and hospitality brand—with the Kings of Fi$h series on Amazon Prime—opening a new 55,000-square-foot flagship at Los Angeles’ West Harbor.
Henry Ungaro Jr., part of the fourth generation leading San Pedro Fish Market, has been instrumental in bringing technology into a legacy built on community and consistency.
From Paper to Platform
“When we got evicted from our last location, everything was still on pen and paper,” says Henry.
“Once we started doing the math, we realized we were losing tons of money every year. Customers were frustrated. We knew it had to change.”
That change started with a full tech overhaul.
Today, Toast serves as the backbone of San Pedro’s operations—handling point of sale, handheld ordering, KDS, and marketing.
Toast also unifies third-party integrations with Grubhub, Uber Eats, and DoorDash, keeping delivery operations centralized and efficient.
FREE TOAST DEMO
Reservations are managed through OpenTable, while table ordering is powered by me&u—a move that cut long lines, improved speed of service, and increased per-person average by $15–$20.
“Once we introduced it, guests didn’t have to wait as long,” says Henry. “Food came out in 30 minutes, and everyone was happier.”
Tech To Run Operations
San Pedro’s tech stack doesn’t stop at ordering. To manage day-to-day operations, Henry turned to MaintainIQ, a tool for digital checklists and preventative maintenance tracking. “Anytime something goes wrong, we can submit a work order to the right company or handyman. It keeps everything organized.”
The team also uses AI-powered cameras to count foot traffic, providing accurate guest counts across locations—a major win for data visibility. “I want to put them everywhere eventually,” Henry says.
For digital signage and in-store displays, the company uses WAND, which allows them to manage menu boards and video content across multiple locations from one dashboard. Mood Media sets the tone with curated playlists that keep the vibe consistent from Long Beach to Monterey.
And on the financial side, Restaurant365 keeps everything in sync—accounting, invoices, recipes, and inventory.
“It makes a huge difference in how we operate.”
AI at the Dock
Henry’s approach to artificial intelligence, such as ChatGPT, is as pragmatic as it is enthusiastic. “I use it almost every day,” he says. “I’ll ask it little questions, have it read a contract, or draft an email. I sound more professional now than I ever did.”
San Pedro’s marketing team also leans on AI to generate visuals and creative concepts, streamlining design workflows and accelerating campaign turnaround times. “We come up with some cool new designs now,” he says.
The Everyday Stack
On the personal side, Henry’s setup reflects the same balance of familiarity and function that defines the restaurant’s tech stack:
* Phone: iPhone 15 on AT&T (“The whole company’s on AT&T.”)
* First apps of the day: Clock → Mail → Instagram
* Music & podcasts: Spotify
* Navigation: Apple Maps (“It used to suck, but it’s good now.”)
* Communication: Google Workspace + 90.io for EOS meetings
That last one—90.io, the platform built for companies using the Entrepreneurial Operating System—has been transformative.
“It keeps meetings structured and focused,” Henry says. “With everyone in the room, time is expensive. You’ve got to stay on track.”
What would he tell other restaurant operators about using technology to help your business?
“Use ChatGPT to answer your questions about anything—whether that’s SEO, marketing, or operations. I wish I had it when I started.”
The San Pedro Fish Market team isn’t just keeping up—they’re leading the next generation of restaurant operations, blending legacy with innovation in a way few brands can.
And with Phase Two, including a new Monterey location, it’s clear this family business isn’t slowing down anytime soon.
Stream now: Kings of Fi$h streaming now on Amazon Prime
Subscribe to: Fi$h Factor is a behind-the-scenes video series about the family, business, and legacy of the San Pedro Fish Market.
Subscribe to this Restaurant Technology newsletter for more deep dives into the tools transforming the restaurant industry.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit restauranttechnology.substack.com
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By Cali BBQ MediaFour generations. 2 million customers a year. San Pedro Fish Market is powered by impressive technology and digital storytelling.
San Pedro Fish Market Tech Stack
* Point of Sale: Toast
* Accounting and Operations: Restaurant365
* Reservations: OpenTable
* Table Ordering: me&u
* Preventative Maintenance: Maintain IQ
* Security: Verkada
* Digital Displays: Wand
* Music & Entertainment: Mood Media
* Communications: Google Workspace + 90.io
* Other Tools: iPhone 15 (primary device), ChatGPT for contracts and emails
For more than 70 years, San Pedro Fish Market has been a Southern California landmark.
What started as a humble seafood counter is now one of the largest and busiest seafood restaurants in the U.S., famous for its shareable trays and waterfront energy.
I’ve been there with my family — the Walchef Wolfpack — and it’s an amazing place.
Founded in 1956 as a small dockside fish counter in San Pedro, San Pedro Fish Market has grown into one of the largest family-run restaurants in the United States. It now serves millions of guests each year with its world-famous shrimp trays and lively waterfront atmosphere.
Behind the sizzle of shrimp and the enthusiastic crowd of weekend regulars, the operation is sophisticated.
The business has evolved into a full media and hospitality brand—with the Kings of Fi$h series on Amazon Prime—opening a new 55,000-square-foot flagship at Los Angeles’ West Harbor.
Henry Ungaro Jr., part of the fourth generation leading San Pedro Fish Market, has been instrumental in bringing technology into a legacy built on community and consistency.
From Paper to Platform
“When we got evicted from our last location, everything was still on pen and paper,” says Henry.
“Once we started doing the math, we realized we were losing tons of money every year. Customers were frustrated. We knew it had to change.”
That change started with a full tech overhaul.
Today, Toast serves as the backbone of San Pedro’s operations—handling point of sale, handheld ordering, KDS, and marketing.
Toast also unifies third-party integrations with Grubhub, Uber Eats, and DoorDash, keeping delivery operations centralized and efficient.
FREE TOAST DEMO
Reservations are managed through OpenTable, while table ordering is powered by me&u—a move that cut long lines, improved speed of service, and increased per-person average by $15–$20.
“Once we introduced it, guests didn’t have to wait as long,” says Henry. “Food came out in 30 minutes, and everyone was happier.”
Tech To Run Operations
San Pedro’s tech stack doesn’t stop at ordering. To manage day-to-day operations, Henry turned to MaintainIQ, a tool for digital checklists and preventative maintenance tracking. “Anytime something goes wrong, we can submit a work order to the right company or handyman. It keeps everything organized.”
The team also uses AI-powered cameras to count foot traffic, providing accurate guest counts across locations—a major win for data visibility. “I want to put them everywhere eventually,” Henry says.
For digital signage and in-store displays, the company uses WAND, which allows them to manage menu boards and video content across multiple locations from one dashboard. Mood Media sets the tone with curated playlists that keep the vibe consistent from Long Beach to Monterey.
And on the financial side, Restaurant365 keeps everything in sync—accounting, invoices, recipes, and inventory.
“It makes a huge difference in how we operate.”
AI at the Dock
Henry’s approach to artificial intelligence, such as ChatGPT, is as pragmatic as it is enthusiastic. “I use it almost every day,” he says. “I’ll ask it little questions, have it read a contract, or draft an email. I sound more professional now than I ever did.”
San Pedro’s marketing team also leans on AI to generate visuals and creative concepts, streamlining design workflows and accelerating campaign turnaround times. “We come up with some cool new designs now,” he says.
The Everyday Stack
On the personal side, Henry’s setup reflects the same balance of familiarity and function that defines the restaurant’s tech stack:
* Phone: iPhone 15 on AT&T (“The whole company’s on AT&T.”)
* First apps of the day: Clock → Mail → Instagram
* Music & podcasts: Spotify
* Navigation: Apple Maps (“It used to suck, but it’s good now.”)
* Communication: Google Workspace + 90.io for EOS meetings
That last one—90.io, the platform built for companies using the Entrepreneurial Operating System—has been transformative.
“It keeps meetings structured and focused,” Henry says. “With everyone in the room, time is expensive. You’ve got to stay on track.”
What would he tell other restaurant operators about using technology to help your business?
“Use ChatGPT to answer your questions about anything—whether that’s SEO, marketing, or operations. I wish I had it when I started.”
The San Pedro Fish Market team isn’t just keeping up—they’re leading the next generation of restaurant operations, blending legacy with innovation in a way few brands can.
And with Phase Two, including a new Monterey location, it’s clear this family business isn’t slowing down anytime soon.
Stream now: Kings of Fi$h streaming now on Amazon Prime
Subscribe to: Fi$h Factor is a behind-the-scenes video series about the family, business, and legacy of the San Pedro Fish Market.
Subscribe to this Restaurant Technology newsletter for more deep dives into the tools transforming the restaurant industry.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit restauranttechnology.substack.com