The casual, counter-service concept, known for its build-your-own seafood plates and laid-back coastal vibe, is now operating in the former Ryes and Grind space in Oceanside. The opening marks the brand’s continued North County expansion after more than 15 years in business, with existing locations in Pacific Beach, Encinitas, and Point Loma.
Founded in 2010 by co-owners Doug Sondomowicz and Bill Ramirez, Fish Shop built its reputation on a market-bar-restaurant hybrid model. Customers select their fish from a seafood case, choose a seasoning and preparation style, and decide whether they want it served on a salad, as tacos, or in sandwich form. Signature tacos, poke bowls, shrimp bowls, rotating specials, and a full bar remain central to the menu.
The Oceanside outpost carries over popular promotions including $1.25 Oyster Thursdays, monthly Shrimp Boils, and the increasingly rare $5 corkage fee that allows guests to bring their own wine. The 2,950-square-foot space maintains the brand’s familiar dog-friendly, family-oriented atmosphere rather than introducing a dramatically new design concept.
For Ramirez, the Oceanside expansion represents a natural next step for the brand’s coastal footprint. After launching in Pacific Beach in 2010, the company expanded to Encinitas in 2014 and opened Point Loma in early 2018. There was once a Hermosa Beach location that has since closed and a previously announced Little Italy outpost appears to have quietly dissolved after years of inactivity at the proposed State Street site.
While Fish Shop has demonstrated staying power in a competitive seafood market, its growth has not been without turbulence. The flagship Pacific Beach location has faced criticism over ownership ties to PB Shore Club, which has drawn ongoing backlash from animal rights activists for hosting weekly goldfish races. The practice has sparked protests and calls for boycotts in recent years, placing added scrutiny on associated ownership entities.
Additionally, in early 2024, numerous customers publicly alleged experiencing food poisoning after consuming raw oysters at three Fish Shop locations. While no formal findings were publicly released tying the illnesses to a confirmed outbreak, the allegations circulated widely on social media and temporarily dented the brand’s reputation among some diners.
Despite those controversies, Fish Shop has maintained steady expansion and customer loyalty, particularly in neighborhoods that favor casual seafood options with patio seating and approachable pricing. The Oceanside corridor, already home to a dense mix of independent restaurants, breweries, and cafés, provides a high-traffic coastal setting that aligns with the brand’s established formula. Whether the newest location strengthens the group’s North County presence long-term remains to be seen, but its opening signals that Fish Shop is continuing to bet on familiarity, accessibility, and its established name recognition in the San Diego seafood space.
Oceanside Fish Shop is now open at 236 South Coast Highway in San Diego's North County city of Oceanside. For more information, visit thefishshops.com/oceanside.
Originally published on February 12, 2026.