Live from the floor of the 2025 National Restaurant Association Show, Restaurant AI host Matt Wampler sits down with Michael Ungaro, third-generation owner and visionary behind the iconic San Pedro Fish Market. In this wide-ranging and entertaining conversation, Michael shares how a family-run seafood operation turned into a cultural phenomenon—with over 3,000 seats, a hit streaming series, and a savvy embrace of digital innovation.

From the surprising power of Facebook comments to battling IP theft with strategy, Michael opens up about what it really takes to bring a legacy business into the future. They dive into the challenges of generational transition, the importance of narrative in hospitality, and how a temporary COVID setup turned into a masterclass in tech-enabled guest experience.



Links:

San Pedro Fish Market: https://www.sanpedrofish.com/

Connect with Michael: https://www.linkedin.com/in/mikeungaro

Watch on YouTube: https://www.youtube.com/@sanPedroFish

Listen to the Fi$H Factor podcast: https://podcasts.apple.com/us/podcast/fi%24h-factor-with-mike-ungaro/id1811844101


Visit ClearCOGS: https://www.clearcogs.com/

Connect with Matt on LinkedIn: https://www.linkedin.com/in/matthewjwampler/



00:00 Intro

00:30 Welcome Michael Ungaro

01:21 Embracing technology

03:13 Leaning on people to solve problems

04:40 Intellectual property

05:38 Running a 70 year-old brand

08:34 Kings of Fish TV Show

09:20 "We're not a restaurant anymore"

10:45 Why the fourth generation of a business is the hardest

12:55 Advice for running a family business

14:20 Is Reality TV "real"?

17:19 Getting information from customers

19:04 The 100th anniversary of San Pedro Fish Market

20:15 Outro

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