How Fish found success with Grubhub’s transparent pricing

Fish is on a mission to serve their customers sustainable and traceable seafood that supports their local community. “We support local farmers markets and know who our purveyors and suppliers are.” Said Nina Anchordoqui, who started working at Fish 14 years ago when they first opened their doors.

Fish has perfected the art of local, sustainable seafood and produce. Their award-winning white chowder features local hand-shucked surf clams, and their crab roll, a West coast homage to the New England classic lobster roll, features sustainably caught sweet Dungeness crab.

Every item on their menu is carefully curated to provide their customers with an unforgettable fine-dining experience from their casual and welcoming outdoor patio.

Their sustainable business model also positively impacts the environment by protecting wild fish populations. “By buying directly from fishermen, we can help each other and the environment,” commented Fish’s executive chef, Douglas Bernstein.

When the pandemic hit, delivery became a critical component of Fish’s business model. “We wanted to find a way to continue to serve our community and keep our staff working,” said Anchordoqui, “that’s when we turned to Grubhub.”

Fair and transparent pricing

Fish used five different delivery apps at the height of the pandemic, but they felt frustrated by the lack of transparency in pricing other third-party delivery apps provided.

“Some of the other delivery apps that we used weren’t being very transparent about how they do business.” Anchordoqui explained, “and it was hard for us to keep our costs consistent.”

Unlike Grubhub, these other delivery apps would provide Fish a commission rate and change it without informing Anchordoqui and her team. “It felt very sneaky- as if they were trying to take advantage of restaurants at a very vulnerable time,” Anchordoqui commented.

Fish operates on tight margins to provide their customers reasonably-priced sustainable seafood, which means that Anchordoqui and her team must clearly understand their costs and overhead expenses.

Since other delivery companies were changing Fish’s marketing fee unannounced, it became difficult for Fish to plan their expenses and protect their profit margins. “With some of the other companies, we were at a point of losing money on the orders we received from them,” said Anchordoqui.

Grubhub was different

Fish’s Account Advisor worked closely with Anchordoqui to ensure they found success with Grubhub, and that success started with a fair and transparent commission fee. “ Grubhub was the quickest to give us a 5% commission and stick to it,” commented Anchordoqui, “our account advisor worked with us to provide transparent and fair pricing.”

Fair and transparent pricing was essential to Nina and her team at Fish. To Anchordoqui, the marketing commission fee was an investment the restaurant wanted to make to reach new diners and serve them sustainable seafood from the comfort of their own home through Grubhub delivery.

But to make that investment, it had to be on their terms- something other delivery apps did not respect.

“Grubhub has definitely made our job easier because we can plan for our own expenses because we know we’re not going to be upcharge down the road.” –Chef Douglas, Fish

Fish is serving customers from their scenic patio and through the Grubhub Marketplace

Summer is one of the busiest times for Fish, but that hasn’t stopped Fish from serving customers where they are most comfortable, whether from the picnic tables that overlook the Pacific ocean or through delivery. 

“We want to accommodate for everyone- and that includes serving them through delivery.” Anchordoqui explained, “I love that we can provide our customers the availability to enjoy our food through Grubhub, without feeling as though we are getting taken advantage of.”


Grubhub is the only food delivery app we use anymore.

Nina Anchordoqui, Fish

Join Grubhub for restaurants–on your terms

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Plus, when you join Grubhub, you also value-packed features like a free tablet for receiving orders, free POS integration, and a free menu photoshoot.

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Products used

Grubhub Marketplace
  • Where 33+ million diners search for their next meal


  • Grubhub is the only 3rd party partner Fish uses.