Speaker 1: Hey, it's Neil Savedra.
Speaker 2: You're listening to kfi EM six forty the four Report
Speaker 2: on demand on the iHeartRadio app. How do you do
Speaker 2: something about summertime? Just you know, backyard grilling, going out
Speaker 2: to eat, just enjoying the weather. All of these things
Speaker 2: come together in one. And maybe it's because I'm a
Speaker 2: summer baby. I was born in the summer, so the
Speaker 2: summer months are always special to me. But just really,
Speaker 2: you start thinking about how luckily we are to be
Speaker 2: so close to the ocean, great seafood, great fish, and
Speaker 2: if you think about those things, you cannot you cannot
Speaker 2: be in southern California and not think about San Pedro Fish.
Speaker 2: So you can check them out if you want to
Speaker 2: find out more about them at San pedrofish dot com
Speaker 2: San pedrofish dot com. And here to talk about what
Speaker 2: they've got going on for the summer and for the
Speaker 2: fourth July is Michael Angaro. How are you, brother, I'm great, Thanks,
Speaker 2: welcome to the show. Yeah, we're just talking cigars.
Speaker 1: Are you a married man? I am? Okay, So look
Speaker 1: at it is.
Speaker 3: Uh into the cigar. Her asthma does not agree with I.
Speaker 1: Was gonna say so, how do you do it?
Speaker 3: Man, I have a few hiding places. Yeah, and I
Speaker 3: really open it back.
Speaker 2: Yard and then you have to wear like a space
Speaker 2: helmet in the house. So yeah, I stopped years ago.
Speaker 2: It was never a cigarette smoker. I don't think I've
Speaker 2: ever had a cigarette.
Speaker 1: In my whole life.
Speaker 2: But cigars, they're they're really nice. With a nice port
Speaker 2: or something.
Speaker 3: Oh yeah, you know, or some basils, basil Hiden's.
Speaker 4: Yeah.
Speaker 3: I just some Luxado cherries.
Speaker 1: Oh no, a little bit of a little bit of
Speaker 1: the yeah, yeah, for the syrup in there.
Speaker 3: Good to go.
Speaker 2: Nothing like buying uh, you know, cherries for twenty five
Speaker 2: dollars jar. It's like, uh, but you know that you
Speaker 2: work hard in life and you want to have Yeah,
Speaker 2: I have some nice things. So you and I understand
Speaker 2: each other already. How's everything going out there? It's sant Peter.
Speaker 3: Oh, it's going pretty well. Do you know like our situation.
Speaker 3: We haven't for quite a bit. I think we did
Speaker 3: a zoom during the pandemic. Indeed, we did, so it
Speaker 3: has been a while. Yeah, but it's going well in
Speaker 3: the last So just a quick background. So next year
Speaker 3: we're going to be celebrating our seventieth anniversary started nineteen
Speaker 3: fifty six on my grandfather opened the original location called
Speaker 3: this the Seafood nineteen fifty nine, moved down to the waterfront,
Speaker 3: took over a place called Norms Landing seventy nine eighty,
Speaker 3: they expanded the Portsical Village, so we moved out of
Speaker 3: Norms into a parking lot. We're there for about a
Speaker 3: year and a half. We rebuilt an open San Peter
Speaker 3: to a fish market Good Friday nineteen eighty two, and
Speaker 3: then we're just on a streak, just growing, growing, growing.
Speaker 3: We expanded up to three thousand seats at one point
Speaker 3: doing about two million customers a year, more than anyone
Speaker 3: except SeaWorld. And then they're but they're redeveloping again. So
Speaker 3: Portscal's gone, and so we had to leave that building
Speaker 3: on March third of twenty twenty three, two years ago,
Speaker 3: move into a parking lot again, which is where we're
Speaker 3: at now.
Speaker 1: While do you remember that?
Speaker 3: So they're building new places now. The good news is
Speaker 3: we we're part of that project. I signed a forty
Speaker 3: nine year lease which we will move into soon. We
Speaker 3: have to build that from the ground up.
Speaker 1: How do you sign a forty nine year lease.
Speaker 3: Yeah, that's what everybody asks me. So we believe in
Speaker 3: the brand. You know, I'm third generation going on force.
Speaker 2: Well no, I know that part, but just that I
Speaker 2: don't know. It just is mind boggling, you know, of
Speaker 2: course the brand.
Speaker 3: If you're getting into like the financial part of it,
Speaker 3: what's challenging is the city and the state. They own
Speaker 3: the land. So normally you'd buy the land and then
Speaker 3: you can build on it, and you could you can
Speaker 3: finance it that way, but when you don't the forty
Speaker 3: nine year lease banks look at it as if it's
Speaker 3: like a home. It's like a piece of property that
Speaker 3: you own, even though we have to build it from
Speaker 3: the ground up and we don't own the land. So
Speaker 3: it allows us to borrow the money that we need
Speaker 3: to build it because it could be a twenty million
Speaker 3: dollar project. It's fifty five thousand square feet. Holy and
Speaker 3: we're gonna which is what we had before, So we'll
Speaker 3: we'll go back to our three thousand seats and we're
Speaker 3: just basically going to make it all more efficient and
Speaker 3: effective than it ever had been.
Speaker 1: Why you guys so beloved.
Speaker 3: You know, we take care of our customers, been around
Speaker 3: a long time, Our customer base is super loyal. One
Speaker 3: of the things we notice now is people come in
Speaker 3: and say, hey, I used to come in as a
Speaker 3: kid with my parents, and I've got my kid my
Speaker 3: parents with me, and they want to re experience that.
Speaker 3: And what we do is we really like celebrating food
Speaker 3: and families sort of our value proposition, if you will.
Speaker 3: That's what we're all about.
Speaker 1: Me too, you know. So that's exactly why I'm here
Speaker 1: on a Saturday too.
Speaker 2: It's like, yeah, I think we need to remind ourselves
Speaker 2: about what we lived well, work so hard.
Speaker 3: Right right, and and then you know, people come down
Speaker 3: Usually parties is three generations, so it's all picnic benches.
Speaker 3: It's all right on the water and they come down there,
Speaker 3: you know, and our height, you'd be in line for
Speaker 3: a good hour and an hour and a half two
Speaker 3: hundred yard long line just to get in the building
Speaker 3: another hour before you can actually settle and get your food,
Speaker 3: and people drive one hundred miles before the like more
Speaker 3: of a tourist attraction really, and it seefood experience is
Speaker 3: what we call it. So what we're doing is we're
Speaker 3: redesigning that. We hired an architecture firm called Studios. They
Speaker 3: I assume you've been to Italy at some point. Yeah,
Speaker 3: of course, So they designed Italy's And what we realized
Speaker 3: is what we what we had evolved into by accident.
Speaker 3: As we're getting busier and busier and busiers. We had
Speaker 3: all these stations that we just would build, you know,
Speaker 3: but put a kitchen out there. We need a the kitchen.
Speaker 3: Put a kitchen here, take half the crab, a live
Speaker 3: crab and lobster tanks out and replace it with griddles
Speaker 3: and so that worked, but it wasn't very efficient. But
Speaker 3: the experience was there. Go buy your seafood here, bring
Speaker 3: it to a kitchen there. I tell you haven't to cook.
Speaker 3: Someone else waits on line for beer, someone else gets
Speaker 3: the fish and chips, someone else gets the crab. It worked,
Speaker 3: but it wasn't really efficient. It was effective, but it
Speaker 3: was efficient. So Studios we realized that would be a
Speaker 3: great firm to hire, because what we accidentally created was
Speaker 3: a very ineffective version or an efficient version of what
Speaker 3: Italy is, which is a lot of different places to
Speaker 3: get your your protein, your side, your sandwich, whatever. So
Speaker 3: they're bringing that experience back in the first place you'll
Speaker 3: find it is on the Fisherman's War from Monterey Bay.
Speaker 3: I just signed a thirty year lease for a location there,
Speaker 3: seventeen thousand square foot restaurant which we planned open next summer. Wow,
Speaker 3: so it works. We're we're on the rise, we're expanding.
Speaker 3: I carry the one. Yeah, I will not be it wet,
Speaker 3: but that's that's part of it. So back to the
Speaker 3: original question. What we did was we left the original
Speaker 3: buildings March third to twenty twenty three sink of Demile.
Speaker 3: Two months later we opened and a pop up parking
Speaker 3: lot was seating for nine hundred, serving about five hundred
Speaker 3: to six hundred thousand people out of that. Holy so
Speaker 3: and we had to really pivot and what was so
Speaker 3: the terrible parts right, you're watching these buildings we grew
Speaker 3: up and get torn down. The plus is that allowed
Speaker 3: us to start from the ground up and do all
Speaker 3: the things we couldn't incorporate into that old structure, like
Speaker 3: a lot of technology. So the only way we could
Speaker 3: do this was QR codes on the table, scan and
Speaker 3: we'll run the food to you. Not what we envisioned doing,
Speaker 3: but we gave it a shot. And people are like, hey,
Speaker 3: I don't have to wait in six different lines. You're
Speaker 3: just going to keep bringing the food and the beer
Speaker 3: to meat great, and we were able to actually be
Speaker 3: a lot more efficient that way. So we'll have some
Speaker 3: of that technology in the new locations. But really the
Speaker 3: goal is bringing back the seafood experience, which we just
Speaker 3: kind of brought back about maybe three months ago, where
Speaker 3: we didn't have a fish market built into a parking lot.
Speaker 3: But we figured out how to do that, and we'll
Speaker 3: figure out how to do it in the next phase.
Speaker 3: So in between the forty nine your release and the
Speaker 3: parking lot we're in now is what we call Phase two,
Speaker 3: and that's a dirt lot that's sort of right between
Speaker 3: the two places, right right on the waterfront. We're going
Speaker 3: to open that. I'm hoping we'll be able to use
Speaker 3: it for Fourth of Jolly weekend. We're just trying to
Speaker 3: get through building and safety. But that is incredible. This
Speaker 3: is thirty three thousand square feet. We use a company
Speaker 3: called MKUSA that does container kitchens, so they fashioned this
Speaker 3: entire kitchen complex about twenty five hundred to three thousand
Speaker 3: square feet in size. It's got a sixty foot long
Speaker 3: kitchen of just griddles and friars walk in freezers, refrigerators,
Speaker 3: and then there we use another container that's a bar
Speaker 3: and then it's just all DG just basically all like sand.
Speaker 3: That is what it looks like right with We could
Speaker 3: probably get up to eighteen hundred seats on it and
Speaker 3: it's right on the water. We're just but it's been
Speaker 3: hard to open it because no one is building in
Speaker 3: safety and when you go it's just temporary. Well rebuild
Speaker 3: it's like thirty days ninety days. Now we need like
Speaker 3: three to five years and there's no box to check.
Speaker 1: Wow.
Speaker 3: So like running around building and safety for two years
Speaker 3: and fire and health and everybody else. But they've been great.
Speaker 3: They've they've accommodated everything. It's just unique. I don't think
Speaker 3: anyone's done that before. Wow, it's pretty cool. Look at
Speaker 3: you throwing around d G deco decomposed. Look at that.
Speaker 3: Sorry Saturday, you learned things on this show. Sorry if
Speaker 3: you expected not to today, but you did. But it's
Speaker 3: beautiful to look at too. It's like bright.
Speaker 1: It did really nice.
Speaker 3: Yeah, I mean if you feel like you're you're in
Speaker 3: the park, but it's not sand. Yeah, but it has
Speaker 3: some similar concept, but it drains it's easy to maintain
Speaker 3: and it reflects. It doesn't like you're an asshalt right now.
Speaker 3: So the heat just bounces right off and it's it's hard.
Speaker 3: This this absorbs it. It would be much more. It's just
Speaker 3: much more people friendly.
Speaker 1: That's cool. We come back.
Speaker 2: We're going to talk about your barbecue tray and stuff
Speaker 2: you're doing for the upcoming holiday. But I just wanted
Speaker 2: us to catch up because it had been so long
Speaker 2: and there's so much going on. You guys continue to grow,
Speaker 2: and we need to keep these heritage places. Man, it's
Speaker 2: it's imperative. Hey, Kayla, she's reaching for the food. Next segment.
Speaker 2: She's always hungry. We're gonna keep reaching.
Speaker 1: I just wish you go to commercial break so that
Speaker 1: I could get some great I don't know, I kind
Speaker 1: of like talking still.
Speaker 4: Any who.
Speaker 2: All right, Kala's hungry. We'll be back with more stick around.
Speaker 4: You're listening to The Fork Report with Nil Savedra on
Speaker 4: demand from KFI A M six forty.
Speaker 2: How do you do hanging out with Michael Angaro San
Speaker 2: Pedro Fish Market. You can find out more at San
Speaker 2: Pedrofish dot com, San pedrofish dot Com, where she brought
Speaker 2: so much food and it smells fantastic. But I gotta
Speaker 2: tell you, I usually wait till I'm on the air
Speaker 2: to eat, so my reaction is right there. But I
Speaker 2: couldn't that that that, you know, just this, the wonderful
Speaker 2: smell of this is it's very, very enticing, and I
Speaker 2: had to just jump in, so I did bad host.
Speaker 2: And this is your barbecue tray. It's available July fourth
Speaker 2: through the sixth. It is in Long Beach and it's
Speaker 2: sixty nine ninety nine. It's so what am I looking at?
Speaker 2: What part of this is that tray? I'm a little
Speaker 2: bit of heat on it.
Speaker 1: Ye oh, you were trying something new to this.
Speaker 3: I haven't actually tried it yet, so I just saw it.
Speaker 3: I only saw it on our social media. So it's
Speaker 3: pulled pork, there's a cubosa sausage, and then it's our
Speaker 3: normal shrimp tray, which is a veggies, potatoes, you know,
Speaker 3: belot of po tomato onions, shrimp, there's corn on the cob.
Speaker 3: And then what we added to this that makes it
Speaker 3: unique is because in the spirit of barbecuing and fourth
Speaker 3: of July is the pulled pork and this Carolina honey
Speaker 3: barbecue sauce, which I actually hadn't tried to write. Now
Speaker 3: it's really good. It's a great it's a great accompaniment
Speaker 3: to this and it brings out the flavor in a
Speaker 3: different way. So it's awesome. And yeah, it's gonna be
Speaker 3: only available on the fourth, fifth, and the sixth, only
Speaker 3: in the Long Beach location, so if you don't, if
Speaker 3: you go to Pedro, you can still get great tray,
Speaker 3: you just won't be able to get this specific one.
Speaker 1: This is insanely good.
Speaker 3: It's really good.
Speaker 1: It's like.
Speaker 2: Everything you could possibly want in one tray and then
Speaker 2: the bread even.
Speaker 3: And it's a great deal too. I mean, easily feed
Speaker 3: four people with this. I mean, unless you're super hungry,
Speaker 3: I guess you could take your time for two, but
Speaker 3: I would.
Speaker 2: You could easily listen. Can I deal with it myself? Yeah,
Speaker 2: I'm not. Yeah, even Craft Mac and Cheese says that
Speaker 2: I'm a family of four, so so I get it.
Speaker 2: But just the balance in flavor of all these things
Speaker 2: come together, I mean, I'm not surprised. You guys just
Speaker 2: do it right, Yeah, thank you.
Speaker 3: You know.
Speaker 2: It's the best of the best. I mean, the top
Speaker 2: is the highest tier that you can think about when
Speaker 2: it comes to seafood is what you get at San Pedro.
Speaker 3: Are things always been to let the customer pick out
Speaker 3: their own seafood and make their own trays. And I
Speaker 3: think it was maybe six years ago. My uncle Tommy's
Speaker 3: one of the founders. You know, he's still around. I
Speaker 3: just passed him when I was leaving with this. He's
Speaker 3: I think he's eighty two, eighty three this year. He's
Speaker 3: still there. Good on him every day and he's like,
Speaker 3: we should put let people buy a sausage, and we
Speaker 3: should let people buy a bacon, And then he put
Speaker 3: all these things in the fish case, like I don't
Speaker 3: know if that's across contamination. I don't sure what we're
Speaker 3: doing here, but it was crazy. People started buying it,
Speaker 3: and then the corn and the cop which we'd had
Speaker 3: corn in the cop forever, but we never offered it
Speaker 3: as something you could add to the shrimp tray. So
Speaker 3: just moving it into the seafood case all of a sudden,
Speaker 3: total selling tons of it. And I'm like, I had
Speaker 3: I really didn't see that coming. But that's his thing.
Speaker 3: He's always looking at what can we test, what we
Speaker 3: can try. Now, we brought in a lot of a
Speaker 3: lot of people with the kitchen and back kitchen experience
Speaker 3: and restaurant experience from different different companies, and they kind
Speaker 3: of looked at it and added a whole different layer
Speaker 3: to it, like that pulled pork is something I never
Speaker 3: would have thought to try. But we're cooking it ourselves
Speaker 3: and then adding it to the train. It's it's really good.
Speaker 3: Can I ask where you guys are getting bread from
Speaker 3: right now? We're using a local baker that we've used forever,
Speaker 3: one of the family places in San Pedro. I'm not
Speaker 3: sure fantastic is fantastic? You know, we were talking earlier
Speaker 3: about Monterey the challenges. I'm not sure how we're going
Speaker 3: to transport it up there. So we're talking to other
Speaker 3: bakers and trying to find a match because we have
Speaker 3: to find a way to make it available six hours away,
Speaker 3: and I don't know how it's going to happen.
Speaker 2: Yeah, that's tough, especially when you're growing, and you guys
Speaker 2: have always seemed to grow properly. You know, you put
Speaker 2: push the COVID out because nobody could see that going.
Speaker 2: But you know what I'm saying, growing is difficult to
Speaker 2: size something that you that people that's beloved.
Speaker 3: Yeah, I think that for us, the well, yeah, there's
Speaker 3: a lot there. We were fortunate with COVID because the
Speaker 3: main location in sant Peedro, all the seating was already outside,
Speaker 3: so we just had to move tables apart and put
Speaker 3: partitions up and we it gave us an unexpected advantage,
Speaker 3: so we still did pretty well once it started to
Speaker 3: loosen up. And then you know also and when it
Speaker 3: wasn't and you couldn't go in there, we just said
Speaker 3: we got to try this third party thing. The funny
Speaker 3: part about it was we we did and this might
Speaker 3: have been what we were talking about services, Yeah, yeah,
Speaker 3: like door Dash and grub up. What we did and
Speaker 3: I think this is what we would have been talking
Speaker 3: about last time I was here, was we said, you know,
Speaker 3: here's the thing. I don't want to we don't want
Speaker 3: to make money in the situation, but we got to
Speaker 3: keep people employed and we have vendors that need that
Speaker 3: we have to buy problem from. So we created a
Speaker 3: twenty a nineteen ninety nine twenty dollars basically tray of
Speaker 3: our shrimp tray that could feed a family of four,
Speaker 3: and we just pushed it through the door Dash and
Speaker 3: grub Hub and luber Eats, and that worked out really
Speaker 3: really well. And what the funny part about it was
Speaker 3: here we are in San Pedro, we've been there forever.
Speaker 3: The most of the people in the community didn't visit
Speaker 3: us because it's too crowded. They don't want to deal
Speaker 3: with the lines. But all of a sudden they're like, Oh,
Speaker 3: I'll get it through door dash or grub Hub, Like,
Speaker 3: is this what everyone's waiting the line for. They had
Speaker 3: no idea this is what we're serving.
Speaker 2: That's insane. Yeah, that happens a lot. Some of the
Speaker 2: closest places to me I visit the least. Yeah, it's
Speaker 2: just the way you know it can be sometimes.
Speaker 3: Well it's like you get. One of the things we
Speaker 3: would hear is I wouldn't wait in line a line
Speaker 3: like this anywhere but Disneyland. So I think that drives
Speaker 3: a lot of people away unless they've driven one hundred miles.
Speaker 3: So we have a lot of customers coming from Phoenix
Speaker 3: and Vegas for the day going back home. So that's
Speaker 3: why we think our Monterey project is going to be successful,
Speaker 3: because there's a ton of people already in Monterey that
Speaker 3: our customers making the drive that we'll be able to
Speaker 3: offer something in their backyard.
Speaker 2: I'm a huge fan of Disneyland. We have passes and
Speaker 2: we go with our family all the time. I'm a
Speaker 2: big fan, and I think that there are things worth
Speaker 2: waiting for. I don't normally wait and line long lines
Speaker 2: for food. I would wait in line for this.
Speaker 1: Here's the fork reporter.
Speaker 2: I suppose always nice to see you, my friend, and
Speaker 2: I'm glad that things are going so well. The growth,
Speaker 2: all of those things are always exciting.
Speaker 1: Again.
Speaker 2: The on Facebook, San Pedro Fish website, San Pedro Fish
Speaker 2: of course, San Pedro Fish Market is you know, it's
Speaker 2: a staple here in southern California. You'll find them the
Speaker 2: same on Instagram as well. But check that out. You
Speaker 2: got to see this.
Speaker 3: Also Amazon Prime, you can watch our TV show called Kingfish.
Speaker 1: Oh, I forgot to mention I had that note as well.
Speaker 1: How's that going?
Speaker 3: It's going on? I think Amazon doesn't share a lot
Speaker 3: of data with us, but it's still. Oh, it's so on.
Speaker 3: Its streaming. It's also we're going to be moving at
Speaker 3: the YouTube so we have a little more control. And
Speaker 3: you can watch my podcast Fish Factor, which is also
Speaker 3: on the San Pego Fish YouTube channel which we toss
Speaker 3: on how we made it and all the background and
Speaker 3: who the producers aren't.
Speaker 2: I'm sorry I would have plugged that more. Oh, no worries.
Speaker 2: But it's good to see you and we got to
Speaker 2: do this more often. Man, this is fantastic.
Speaker 1: To get this.
Speaker 2: You want to go check out the website because they
Speaker 2: have everything there san pedrofish dot com. You can look
Speaker 2: and you can see that they have their barbecue tray
Speaker 2: sixty nine ninety nine serves two to four people depending
Speaker 2: on if they're me or a normal person. But this
Speaker 2: is only available at July fourth through the sixth, and
Speaker 2: just you pull ash sausage, pulled pork corn on the cob, coleslaw,
Speaker 2: the garlic bread of course, homemade Carolina gold barbecue sauce
Speaker 2: on the side. Just fantastic. The flavors are just spot
Speaker 2: on and Mary with every note in there, i'd you
Speaker 2: like it.
Speaker 1: Nice to see you, my friend.
Speaker 3: Good to be here.
Speaker 4: You're listening to the Fork Report with Nil Sevadra on
Speaker 4: demand from KFI AM six forty.
Speaker 1: We are coming sliding out of June and into July.
Speaker 1: Can you believe it? That is happening?
Speaker 2: And I'm always joke about how the minute you hit summer,
Speaker 2: we're in the holidays and everybody goes, hey, you're pushing
Speaker 2: things along too far. I say, okay, sliding on a
Speaker 2: June now. But I've asked Michael Longaro from San Pedro
Speaker 2: Fish Market to stick around because I totally neglected to
Speaker 2: talk about some of the other projects that you've got
Speaker 2: going on that people can enjoy, the podcast and the
Speaker 2: TV show and the like. Plus this food is just
Speaker 2: so fantastic. A reminder to check out the website at
Speaker 2: San Pedro Fish dot com San pedrofish dot com. The
Speaker 2: barbecue tray in Long Beach only a veil bowl at
Speaker 2: the Long Beach location July fourth through the sixth. This
Speaker 2: barbecue tray, it's fantastic. Got my absolute seal of approval.
Speaker 2: I'm guessing by the look on your face, Kaylea the same. Yeah,
Speaker 2: she's giving me the look like you don't even have
Speaker 2: to ask.
Speaker 3: I'm just grateful that he bought to go boxes. Use
Speaker 3: I'm going to be eating this. This was so good.
Speaker 1: Yeah.
Speaker 2: I saw you go Sunday Monday Tuesday, and I figured, oh, yeah,
Speaker 2: those are the boxes Lantin names are the boxes? Yeah, No,
Speaker 2: it is that the spice even without the sauce on it.
Speaker 2: This is just in its own lovely juice as a
Speaker 2: spot on.
Speaker 3: And you could also if you go to the website,
Speaker 3: or you can go I think directly to San Pedro
Speaker 3: dot Fish, but it'll link from the website too. You
Speaker 3: can buy our trays through gold Belly and we ship
Speaker 3: them all over the country.
Speaker 1: Wow, ready to cook?
Speaker 3: So you got you want to cook it within a
Speaker 3: day or two of receiving it because it's all fresh
Speaker 3: seafoods and you can't freeze it because the veggies and
Speaker 3: potatoes are not in it. Yeah, but you can get
Speaker 3: there's a whole bunch of different combinations with crab, lobster, shrimp, fish,
Speaker 3: and you can I think there's a couple of additions
Speaker 3: you can put on there and we'll ship it anywhere
Speaker 3: in the country.
Speaker 2: And gold Belly is really it's like the premiere flavors
Speaker 2: of all these different areas and they managed to figure
Speaker 2: out ways to get the best of the best to
Speaker 2: you no matter where you are.
Speaker 3: Makes a great Christmas present for everybody.
Speaker 2: Oh yeah, the local places like a cake you want
Speaker 2: on the East coast or something like cheesecake.
Speaker 1: Yeah, exactly.
Speaker 3: You know, I get brisket from Texas or ribs from
Speaker 3: Kansas City and just send stuff all over insane. Did
Speaker 3: you do this?
Speaker 2: I'm like, so it's an honor man, because if your
Speaker 2: name is in Thatchol, that's because you have something that
Speaker 2: is unique and regional that people want other places.
Speaker 4: You.
Speaker 3: Speaking of that, when when the news came out that
Speaker 3: we were getting the news reported us as being shut down,
Speaker 3: they didn't report it for the most part of us
Speaker 3: moving so I started. So we had to do a
Speaker 3: lot of course correction on that time. You know, we're
Speaker 3: still open, we're still here, and then we did. It
Speaker 3: was fine, but as interesting, what I'm noticing is a
Speaker 3: lot of copycat places popping up from Bakersfield to Inland,
Speaker 3: the Empire, to like all over the place, thinking well,
Speaker 3: they're not there anymore, so we could sell these world
Speaker 3: famous strom trades for ourself. I'm like, hold on, and
Speaker 3: people say I went to your new location in Murrietta,
Speaker 3: I'm like, I even know who that is.
Speaker 1: So are they are the names similar enough?
Speaker 3: Yeah, they're calling them. They'll call them San Pedro Trays,
Speaker 3: San Pedro Famous fish trades or shrimp trays and It's
Speaker 3: sad because I own the IP so I would rather
Speaker 3: have a way to partner with a lot of these companies,
Speaker 3: but the way the laws are written, you have to
Speaker 3: tell them to stop first to protect your intellectual property.
Speaker 1: Which sucks because people don't understand that.
Speaker 3: I want to support these mom and pop places and
Speaker 3: help them grow and it helps us. It could be Synergis,
Speaker 3: but you've got to do the season desist thing and
Speaker 3: try to talk to them, and that's you have to
Speaker 3: cereal and you don't want to do it.
Speaker 2: But people don't understand that you will lose your trademark
Speaker 2: if you don't defend it exactly right. And people don't
Speaker 2: you know, because I used to do all the trademarking
Speaker 2: for KFI as well. Did you really Yeah? I had to,
Speaker 2: you know, in my management. I had to cover all that.
Speaker 2: And maybe people think that you're just being a big
Speaker 2: mean corporation and you're like, no, if I don't do this,
Speaker 2: then anybody and everybody gets it and all the stuff
Speaker 2: I've worked for.
Speaker 3: Yeah, snick, Like I said, next year is going to
Speaker 3: be seventy years if I mentioned that, but we are
Speaker 3: seventieth anniversary, right, So I was like, I have to
Speaker 3: protect the legacy we built. So it's kind of lame,
Speaker 3: but it is what it is. You don't have a choice.
Speaker 3: But like if we were talking about the web series,
Speaker 3: so if you go to Amazon Prime, you watch it.
Speaker 3: Go search for Kings of Fish if you don't have
Speaker 3: an Amazon Prime. We have actual seven seasons of the
Speaker 3: show that started nine years ago. I think today maybe
Speaker 3: it launched. And why that significant is we were only
Speaker 3: doing for social media's little four minute episodes five minute
Speaker 3: episodes with the four story arc, the first ones we
Speaker 3: came out with in July. I guess it's twenty eighteen,
Speaker 3: twenty seventeen.
Speaker 1: Hold that thought.
Speaker 2: I just noticed we're up against the clock because it
Speaker 2: went so late last time. And then stick around. We
Speaker 2: got Michael Longaro with us from San Pedro Fish Market,
Speaker 2: the home of the famous trays. So stick around. We'll
Speaker 2: talk more when we return. You've been listening to the
Speaker 2: Fork Report. You can always hear us live on KFI
Speaker 2: AM six forty two to five pm on Saturday and
Speaker 2: anytime on demand on the iHeartRadio app. You know, food
Speaker 2: just brings us all together. You know, I get the
Speaker 2: best compliment ever is people will say, you know, I'm
Speaker 2: not a foodie. I don't like to cook nothing, but
Speaker 2: I do love it. And you know, listening to the
Speaker 2: show because it's positive, it makes me hungry and I
Speaker 2: get to hear of interesting people and I'm like, that's
Speaker 2: why I do it.
Speaker 1: That's exactly why I do it.
Speaker 2: And right now we're hanging out with Michael Angaro from
Speaker 2: San Pedro Fish Market and you know they've been around
Speaker 2: for seventy years. That to put that in perspective, Disneyland
Speaker 2: is celebrating his seventieth right now, now one hundred years
Speaker 2: of Walt and his business. But as far as Disneyland
Speaker 2: is concerned, so that's you know, so it's pretty pretty. Oh,
Speaker 2: you can pop your mic on. I'm sorry, bored up,
Speaker 2: just stepped away from it.
Speaker 3: Hey, I'm back.
Speaker 1: Look at you. You're like, you know, I run restaurants, man,
Speaker 1: I don't know.
Speaker 3: I don't. If I wish if I could just push
Speaker 3: a button and make them work, I would everything was
Speaker 3: a microphone. Yeah, Disney's a cool play. I mean, we
Speaker 3: we have. We did the study of just asking people
Speaker 3: in a survey and it turns out our customer base
Speaker 3: that visits us right they're driving one hundred miles or
Speaker 3: they're coming in from out of town. The two places
Speaker 3: they go is us in Disneyland and the same like
Speaker 3: more than sixty or seventy percent of the customers we
Speaker 3: talked to that's their two destinations.
Speaker 1: That's crazy.
Speaker 3: We didn't know, you know, but the more you look
Speaker 3: at technology and social media allows you to run these polls,
Speaker 3: track or we had that at one point one of
Speaker 3: the credit card companies we had would give us a
Speaker 3: map like thoughts on a map, like here's the clusters
Speaker 3: are your customer basis And I was like, wow, that's
Speaker 3: one hundred miles we had. We didn't realize that we
Speaker 3: were drawing that far out everywhere. Wow, I don't. I mean,
Speaker 3: I had to say, we're really not a restaurant at
Speaker 3: this point. We're more of a destination seafood experience. And
Speaker 3: that's really how we think about ourselves now.
Speaker 2: And you know what's interesting that came out of the
Speaker 2: the pandemic was people want experiences with their food.
Speaker 1: Yeah.
Speaker 2: Yeah, And that could be whether it's a manufactured experience
Speaker 2: of some kind where you're like, hey, this is this
Speaker 2: is our vibe or what we you know, kind of
Speaker 2: the insides or and what the feel is of it.
Speaker 2: And then there's you know, what you've built, which is
Speaker 2: making outstanding food in a way that's approachable.
Speaker 3: And what's interesting that we did again by accident and
Speaker 3: we just kind of evolved, is we allow people to
Speaker 3: pick their own combination of seafood and that was the
Speaker 3: experience for them. So at one point, and they don't
Speaker 3: do this anymore, but Instagram would list the top ten
Speaker 3: most Instagram restaurants by geotagging, and we would be in
Speaker 3: the top ten. You know, it would be Cafe Dumont,
Speaker 3: Cat's Deli US And I was like, how do we
Speaker 3: get in this? But there were so many people that
Speaker 3: are like, I can't believe the size of this tray
Speaker 3: with all this seafood overflowing, and they were picturing and
Speaker 3: showing their friends and family and geotagging, and I think
Speaker 3: we had an advantage of three thousand seats over the
Speaker 3: other restaurants because you know, the volume of clicks was high. Sure,
Speaker 3: but I was like, we were on Time magazine at CNN,
Speaker 3: and I'm like, we weren't trying, you know, it was like,
Speaker 3: we're just doing what we do. But it was a
Speaker 3: really good testament to the customer fan base that we had,
Speaker 3: which is really cool.
Speaker 2: You know, so called trying is only going to go
Speaker 2: so far. The consistency of just wanting to serve.
Speaker 3: Yeah.
Speaker 1: Yeah, the hospitality.
Speaker 2: If you remove the hospitality out of the restaurant industry,
Speaker 2: it's gone.
Speaker 3: I think the hospitality and the story are the two
Speaker 3: main things. Like if so, we do the best we
Speaker 3: can with hospital and we are constantly working to improve
Speaker 3: on that. But at the same time, if you had
Speaker 3: three seafood restaurants next to each other, which at one
Speaker 3: time we did, like when we're in San Pedro, all
Speaker 3: these places open next to us and copycass they weren't
Speaker 3: supposed to, like it was in their least that they
Speaker 3: couldn't do it. They're supposed to sell tempera and sushi,
Speaker 3: but they copied everything we did. And it was like,
Speaker 3: you know what, I'm not even going to push back
Speaker 3: on it. Because we had so many customers we couldn't handle.
Speaker 3: They needed an alternative so they would come back when
Speaker 3: it wasn't as crowded, So that actually worked our advantage.
Speaker 3: But we realized was you could compete against all of
Speaker 3: them based on the story that we had, and people
Speaker 3: didn't know we had been there for decades and decades.
Speaker 3: They didn't know my grandfather was originally a bookie. They
Speaker 3: didn't know that's why he started the business. They didn't know.
Speaker 3: They thought, you know, they just thought we were just
Speaker 3: random seafood swap meat. So Kings of Fish evolved out
Speaker 3: of that. It was a way to not just tell
Speaker 3: our story, which we're experimenting on social media, but actually
Speaker 3: own it, produce it, and be able to point it
Speaker 3: where we wanted to point it so people could see,
Speaker 3: like you can be part of the story. You can
Speaker 3: come in on we're filming, you could be in the storyline.
Speaker 3: Then that's what we're doing now with all of our
Speaker 3: business partners. It's like anybody that we buy from, our
Speaker 3: tech people, our suppliers, We're happy to include you in,
Speaker 3: but we do need some help with that, so we're
Speaker 3: like looking for them, like if you invest in the show,
Speaker 3: you you can be sponsored by or we can incorporate
Speaker 3: in the storyline, you know, like Corona or Modello. Yeah, yeah,
Speaker 3: you know, I could see us. I'm flying out it.
Speaker 3: We ran out of product and you know someone's coming
Speaker 3: in with a parachute dropping it off. We can create
Speaker 3: any storyline work because we're self producing it, you know.
Speaker 3: So it's really fun and it gives us a place
Speaker 3: to be creative. And then's for the fourth generation that's
Speaker 3: coming up. I don't want to sling fish. Great, we're
Speaker 3: also doing this whole media thing. We have a whole
Speaker 3: it thing. So my nephew now handles all of our it.
Speaker 3: My daughter's our executive assistant. My other daughter is working.
Speaker 3: She's actually an executive assistant from Hoda Coppy and her company.
Speaker 1: Wow.
Speaker 3: So I'm like, if you ever decide to come back
Speaker 3: to California, I could do some help with the media
Speaker 3: stuff since you're helping her build her media brand. So like,
Speaker 3: it creates opportunities for the next generation. It doesn't want
Speaker 3: to be slinging fish.
Speaker 2: Isn't it interesting though, how a restaurant business is not
Speaker 2: a restaurant business anymore. You have to have your hand
Speaker 2: in everything else, Yeah, to remind people.
Speaker 3: Yeah, but you're in control. Yeah, so you want to
Speaker 3: own as much as it as you can.
Speaker 2: You know.
Speaker 3: The expansion gets us into a situation where you know,
Speaker 3: we got to borrow money, can't to build a fifty
Speaker 3: five thousand square foot restaurant. That's twenty or thirty million dollars,
Speaker 3: not like there might be some cans dug in somebody's backyard,
Speaker 3: but there's gonna be that much. It's might be twenty
Speaker 3: million dollars. You know, it's a joking. Yeah, so you
Speaker 3: got to We had to bring in people that understand
Speaker 3: how to finance restaurants in a different way. And even
Speaker 3: these guys like one of my my my business partners,
Speaker 3: Albert Dwix, great guy in New York, comes in, he goes,
Speaker 3: I do a lot of real estate development New York,
Speaker 3: but I've never thought about forty nine years on the lease,
Speaker 3: Like the way you have to think differently, time horizons
Speaker 3: so long. The banks don't even know how to think
Speaker 3: about it. Even we don't, like we have to project out. Okay,
Speaker 3: well you get to year thirty, what's the shrimp cocktail cost?
Speaker 3: I don't know. It could be fifty dollars with inflation,
Speaker 3: that's impossible, but it was twenty five cents when we started. Yeah,
Speaker 3: so so to think about those things are much much different.
Speaker 3: But again you're not you know, you got to get
Speaker 3: outside of the operational part all of that. Yeah, yeah,
Speaker 3: they have a forty nine year projection for for the
Speaker 3: investors to think through. And I'm like, I don't know
Speaker 3: what's going to happen in five minutes, never mind five
Speaker 3: years to forty nine, you know. So it's it's been
Speaker 3: a learning experience for us, but that's part of growing
Speaker 3: the legacy for the next generations.
Speaker 2: Wow, I'm glad this has been a really fun conversation
Speaker 2: just because the insight to all of it. I mean,
Speaker 2: you guys already have everything else down the food, that stuff,
Speaker 2: but you're constantly learning.
Speaker 3: Yeah, and like Fish Factor and Kings of Fish, they're
Speaker 3: the way to tell those stories and show people behind
Speaker 3: the scenes. Like I loved, well, I shouldn't say I loved.
Speaker 3: I bared through watching The Bear. Hard to watch for
Speaker 3: some hard to watch it, yet accurate, especially the whole
Speaker 3: everybody told you my whole family's Italian. So I'm watching
Speaker 3: it going, yeah, that's Christmas Eve. But it's really accurate
Speaker 3: to see, you know, see somebody tell the behind the
Speaker 3: scenes story of what the stress is like. You know,
Speaker 3: because that customers when they're wait for a long time,
Speaker 3: they assume you're just out to get them. I'll try
Speaker 3: to help you, man, Yeah, but they have to really
Speaker 3: be on top of the hospitality part of it.
Speaker 1: Wow.
Speaker 3: So yeah, the storytelling brings them in, the hospitality keeps
Speaker 3: them coming back.
Speaker 2: Well, it's always always great to spend time with you
Speaker 2: and chat.
Speaker 4: Man.
Speaker 2: I'm glad that things are still going with full Bore
Speaker 2: seventy years later. Michael Angaro uh from the famous San
Speaker 2: Pedro Fish Market and you can find out more at
Speaker 2: San pedrofish dot com and on all the social media's.
Speaker 2: Check out the shows as well as the podcast and
Speaker 2: we'll see you again. Man, anything we can do, you
Speaker 2: let us know when any of these changes happened. We'll
Speaker 2: make sure people.
Speaker 1: Know about it.
Speaker 3: Appreciate it, Man, great to be here, Thank you, Good
Speaker 3: to see you.
Speaker 4: You're listening to The Fork Report with Nil Savedra on
Speaker 4: demand from k f I a M six forty