Michael Ungaro is the third-generation owner and operator of San Pedro Fish Market, a landmark seafood destination that has served Southern California for nearly 70 years. Under his leadership, the family business has evolved from a traditional fish market into a unique dining experience, serving 200 tons of shrimp annually to customers on their iconic 3,000-seat waterfront deck.
Recognizing early that the digital age required more than just hard work, Michael pioneered the integration of storytelling and social media marketing in the restaurant industry, achieving double-digit sales growth over a decade through strategic content creation on platforms like Facebook and Instagram. His innovative approach led to the development of “Kings of Fish,” a reality TV series documenting the family business, which now streams on Amazon Prime.
Technology Adoption in Traditional Business
- Discussion of Industrial Revolution 3 vs 4 – transition from single-purpose tools to multi-purpose computers
- How legacy businesses can embrace digital innovation while maintaining their core identity
- The challenge of moving from “work harder” mentality to strategic technology use
Digital Marketing Evolution
- Ungaro’s accidental entry into social media marketing through Facebook
- How storytelling and content creation led to double-digit growth over 10 years
- Development of “Kings of Fish” TV show, now streaming on Amazon Prime
- Leveraging Instagram geotagging and social media presence
Business Model Innovation
- Realization that they’re not just a restaurant but an “experience” business
- Unique customer interaction model allowing customers to select, customize, and direct preparation of seafood
- Creating a differentiated experience that competitors couldn’t easily replicate
Generational Transition Challenges
- The difficulty of passing businesses to the fourth generation
- Strategies for engaging next-generation family members with different interests
- Legal and operational considerations for family business succession
- Creating diverse opportunities (restaurant operations, media company, content creation)
Operational Insights
- Impact of COVID-19 pandemic and adaptation strategies
- Integration of technology solutions (QR codes, Toast POS system) to improve customer experience
- Data collection and customer behavior insights
The conversation highlights how a traditional family business successfully navigated digital transformation while preserving its core values and expanding into new areas like media production.
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