Get All Access for $5/mo

This Legendary California Fish Market Sold $30 Million in One Year Thanks to Viral Videos – Then Caught Amazon's Attention San Pedro Fish Market's Michael Ungaro and Henry Ungaro Jr. on creating the 'Kings of Fi$h' reality show, going viral and running a profitable family business.

By Shawn P. Walchef Edited by Jessica Thomas

Key Takeaways

  • A viral 2017 video led to a surge in sales that hasn't let up since.
  • The market's social media presence has made it a brand known around the world.
  • After creating 'Kings of Fi$h' as a web show to take control of the company narrative, the market caught Amazon's attention.

Opinions expressed by Entrepreneur contributors are their own.

You know your restaurant has gone viral when it shuts down a California freeway off-ramp. That's what happened to the San Pedro Fish Market after popular content creator Foodbeast made a video about its "Super Seafood Tray."

With its irresistible mountain of seasoned shrimp, onions, peppers, tomatoes and potatoes, the family meal was destined to be popular. But no one at San Pedro Fish Market knew just how famous it would become until the Foodbeast feature hit social media.

Related: These Grandparents Make $10,000 a Month on Their Delivery Side Hustle, With Free Workcations — 'We Hit a Hotel With a Pool'

After the video went viral, racking up millions of views, San Pedro Fish Market CEO and co-owner Michael Ungaro received a call from the Los Angeles Port Police on a rainy March day.

Port Police had to shut down the off-ramps from the highway because they couldn't handle the traffic coming in to eat at the fish market. The police were confused about why so many people were driving in on a day that typically wouldn't see much traffic to the waterfront.

"That video went so viral it brought in 30,000 customers in 10 days from all over the country and outside the country," Ungaro tells Restaurant Influencers host Shawn Walchef. "People were calling from London, South America, Kansas and Florida."

The Super Seafood Tray has become one of the most Instagrammed dishes around. "We just started to realize, after telling our story and using these social media platforms, why people are visiting us," says Ungaro, who started working at his family's fish market at age 7. "They're visiting us with families; they are visiting us for the experience. And the more we pushed that narrative out, the more powerful our brand became."

Related: She Started Sharing Her Kids' Lunches on TikTok in 2020 — And Now Has 5.6 Million Followers. Here's the 'Aha Moment' That Convinced Her to Start.

Kings of Fi$h Series on Prime Video

San Pedro Fish Market's Foodbeast feature came after it had already started investing in content of its own. Its award-winning web show Kings of Fi$h began as a way to capture the vibrant entrepreneurial spirit of the family, spotlighting the lively, fun-loving characters who have built and continue to fuel this thriving business. San Pedro Fish Market serves 2.5 million people every year.

Now, the business expects to reach new heights of fame with the debut of its Kings of Fi$h series on Amazon Prime Video on August 13.

Eight years after the fish market published its first Kings of Fi$h videos — and on the eve of its Amazon Prime Video debut — the impact of the family's storytelling strategy is evident.

San Pedro Fish Market has become a global phenomenon because the family chooses to tell their story repeatedly with content.

"All of us have a story of traveling somewhere far away and seeing a Fish Market shirt," Ungaro says. "I've traveled to Europe, and after college, same thing. I went down to Mexico to visit with a couple of our employees — Fish Market shirts. It's just insane."

This global recognition is a testament to San Pedro Fish Market's successful marketing and storytelling efforts, making it a recognized name worldwide.

Related: This Fine-Dining Titan Understands the Power of Hands-On Experience and Diversification

About Restaurant Influencers

Restaurant Influencers is brought to you by Toast, the powerful restaurant point-of-sale and management system that helps restaurants improve operations, increase sales and create a better guest experience.

Toast — Powering Successful Restaurants. Learn more about Toast.

Shawn P. Walchef

Founder of Cali BBQ Media

“Be the show, not the commercial.”

Cali BBQ Media Founder Shawn Walchef helps brands and leaders leverage the new Business Creator Economy with strategic Smartphone Storytelling and Digital Hospitality.

His Cali BBQ restaurant company has generated more than $35 million since opening in 2008. They operate numerous locations in San Diego and beyond.

Shawn’s weekly video series Restaurant Influencers (published by Entrepreneur Media and produced by Cali BBQ Media) has been seen by over 25 million people.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

More from Restaurant Influencers

This Chef Went From Dreaming of Michelin Stars to Building an Audience as a YouTube Star

Her Restaurant Business Is Worth $100 Million — Here's Her Unconventional Advice for Aspiring Entrepreneurs

After Co-Founding a Successful Restaurant Group, He Turned to Tech to Simplify the Checkout Experience

He Was Once Head Writer of 'The Simpsons.' Now, He's the Gordon Ramsay of Fast Food — Here's How This TV Exec Found an Unlikely Career as an Influencer.

Editor's Pick

Business News

These Companies Offer the Best Work-Life Balance, According to Employees

The ranking is based on Glassdoor ratings and reviews.

Business Ideas

63 Small Business Ideas to Start in 2024

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2024.

Leadership

Why Your AI Strategy Will Fail Without the Right Talent in Place

Using fractional AI experts through specialized platforms allows companies to access top talent cost-effectively, drive innovation and scale agile strategies for growth.

Growing a Business

Why Business Owners Should Streamline Their Operations Now for Success in 2025

As the holiday season and year-end approach, business owners face heightened operational demands, from inventory management to spend control. By streamlining these processes and partnering with flexible suppliers, businesses can maintain efficiency, meet customer needs and focus on growth while navigating this busy period.

Business News

Here's What the CPI Report Means for Your Wallet, According to JPMorgan and EY Experts

Most experts agree that there will be another rate cut next week.