Coping with COVID: How Fisherman’s Outlet Has Stayed the Course
The food service industry is one of the business sectors hardest hit by the COVID pandemic. In the U.S. alone, Forbes reported that out of every 10 restaurants that closed temporarily, six eventually closed permanently, and industry losses are forecast to be approximately $290 billion by year-end. Even as diners trickle back in cities where restrictions are easing, the year-over-year decline of seated diners in restaurants worldwide was a staggering 40.4% as of mid-September.
How then, does a single seafood restaurant in Los Angeles survive 2020 with its employees, customers and much of its revenue still intact? “We were hit hard in March, and there’s certainly no magic though luck does play a part”, says Mark Shinbane – President and CEO of Harvest of the Sea and owner of the LA-based restaurant and seafood market, Fisherman’s Outlet. “Staying nimble is also essential and takes a lot of creativity and hard work”, he continued. “The ability to flex quickly is a primary reason we are surviving”.
One aspect that helped was that the roots of Fisherman’s Outlet run deep in the community. A fixture in L.A.s historic merchant district since 1961, the restaurant was opened by Mark’s father, Bill, who also founded the family business, the global seafood supplier Harvest of the Sea. From the moment it opened its doors, Fisherman’s Outlet attracted a loyal following of regular customers, some daily, who enjoyed the high-quality seafood- shrimp, fish, calamari and lobster - and unique family recipes for soups, gumbo and coleslaw. In 2007, the restaurant/market was recognized as a landmark institution by the Los Angeles City Council.
Landmark status and a loyal following are no match for a pandemic, however. What really set the stage for coping was COVID was the fact that the restaurant already had a healthy take out business and outdoor dining. Outdoor seating proved to be a big advantage though initially limited by its heavy stone tables and benches. Undaunted, Mark’s team brought a large forklift to the restaurant from Harvest’s nearby warehouse and was able to not only open space between tables for social distancing but actually expanded seating by reconfiguring tables and chairs.
Operationally, the restaurant also made significant changes quickly. As a family-owned business, there were no hierarchies to impede decision making. The Shinbane family had pledged from the beginning of the pandemic that they would do everything in their power to retain every single employee. Mark and his sister, Sheri, took a hard look at the menu and eliminated several items that were more complicated to make and simplified preparation wherever possible. They also deployed new efficiencies to every aspect of managing the business using best practices in addition to reducing operating hours for 4 of their 6 operational days. By May, the family had righted the ship and Fisherman’s Outlet was slowly regaining traction to profitability.
“Necessity is truly the mother of invention”, states Shinbane, “and most of the productivity and efficiency measures we deployed in prep and service delivery are ones that will benefit the business even after we emerge from the pandemic.” As the family pulled together to streamline the business, Mark’s daughter, Jordy, also pitched in by expanding social media. Today, Fisherman’s Outlet enjoys a robust presence and audience of followers on Instagram.
“We’re not operating at 100%”, says Shinbane. “ but we are on our way and best of all, we have been able to keep every employee on payroll and the lion’s share of our customer base happily supplied with great cooked meals as well as premium seafood they can cook at home.”
During these decidedly challenging times. Fisherman’s Outlet is a welcome example of ingenuity and success