Fish Bar Goes 'Old School' With Pop-Up Market In South Bay

MANHATTAN BEACH, CA — Fish Bar, a Manhattan Beach restaurant renown for its fresh lobster, crab, oysters and fish, has transformed in recent days into a pop-up market, akin to an old-school grocer, now selling milk, eggs, produce and canned goods, along with fresh and frozen seafood, as it pivots to survive during coronavirus shutdowns.

With health officials' mandates restricting in-house dining, coupled with bar and winery closings, to combat the spread of COVID-19, many struggling local eateries are turning to takeout and delivery to stay in business.

Fish Bar, however, took a different tack.

The eatery tapped its suppliers to order bulk supplies of grocery and pantry staples that may be impossible to find in traditional supermarkets during the current crisis, said Zac Rothman, co-owner of Rothman Food Group, operators of Fish Bar and Katella Bakery, Deli and Restaurant in Los Alamitos. Rothman also is a partner in Los Alamitos' The Original Fish Co.

The three establishments, forced to suspend restaurant operations, now are operating pop-up markets and drive-thru and delivery services, selling their specialty menu items, along with the grocer products, and the result, so far, is encouraging, Rothman said.

Fish Bar was first in the trio to adopt the new strategy. Paper signs with red paint, advertising the new format, were plastered on the Fish Bar building, and refrigeration units were re-positioned from the business' rear to the front to evoke a market vibe.

"We became a grocery store overnight," Rothman said, adding that most rewarding component was patrons' response and, in turn, the sparing of some staff jobs.

"The most important thing was to do our very best to serve the community and to keep our incredible employees employed," he said.

Echoing numerous Southland restaurant owners, Rothman said this week's announcement for the food industry — takeout and pick-up only — "was a heartbreaking moment. It was such a terrible day cutting hours." But thanks to Fish Bar and its sister restaurants' switch to the well-trafficked, pop-up market, several of the laid-off crew actually were needed and called back to work, he said.

From 11 a.m. to 8 p.m. at the "new" Fish Bar Marketplace, at 3801 Highland Ave. in Manhattan Beach, customers can call ahead at 310-796-0200 for takeout with curbside pick-up or order online for delivery. Details here.

The sister restaurant Katella Bakery, Deli and Restaurant, 4470 Katella Ave. in Los Alamitos, is running its pop-up services and drive-thru from 7 a.m. to 8 p.m., featuring milk, eggs, bread, bagels, canned goods, juice and its signature sandwiches, pastries, rye and challah bread. Place orders at 562-594-8611.

And at the affiliate The Original Fish Co., located at 11061 Los Alamitos Blvd. in Los Alamitos, hours are 9 a.m. to 8 p.m. for the pop-up market and 11 a.m. to 8 p.m. for food to-go. Basic grocery needs can be purchased, along with chowders, fresh and frozen seafood, salads, and sourdough rolls. Call ahead to get curbside service at 562-594-4553.

RELATED:

• Restaurants To Southland: 'We're Dying Unless We Get Customers'
• Save A Server, Help A Restaurant: Order Takeout In L.A.

-------------------

ALSO SEE: 9 Activities To Keep Your Housebound Kids Entertained