RISE - Menu Monitor

Legal Sea Foods
Headquarters
1 Seafood Way, Boston, Massachusetts 02210 USA
Tel: (617)530-9000 Fax: (617)530-9674
www.legalseafoods.com
Ownership: Private
Segment: Full Service Seafood
System Characteristics 2006 2005 2004
U.S. Systemwide Sales ($000) 203,000 190,108 179,547
Company-owned ($000) 203,000 190,108 179,547
Franchised ($000) - - -
U.S. Number of Units 34 31 31
Company-owned 34 31 31
Franchised - - -
International Sales ($000) - - -
International Units - - -
Average Sales/Unit ($000) 6,250 6,100 5,600
Concept Positioning |
Legal Sea Foods is a full-service chain of premium positioned restaurants that specializes in fresh seafood. The chain is
privately held and operates 34 company-owned locations in Florida and Massachusetts.
Units average 6,250 sq. ft. and are generally freestanding. All are decorated differently but each gives the feeling of a “clean”
look, frequently through the use of blue and white colors, large windows and mahogany woodwork. Oyster bars located in
each unit serve appetizers for those waiting for tables. Each unit reports high volume with as many as 7,000 entrees served
per week. The company prepares and processes its own fish, salad dressings, sauces, desserts and bases in a quality control
center that delivers to the units every day. The company also operates a mail-order division, Legal Sea Foods Mail Order,
which ships fresh seafood all over the U.S., a retail market and a catering division.
Legal Sea Foods first opened in 1968 in Cambridge, MA, by George Berkowitz and his wife. The restaurant had picnic tables
where people ate family style. The fish was prepared two ways: Fried or broiled, and was served on paper plates. In 1997, the
company opened an new Caribbean casual concept in Boston called The Legal C Bar. The chain recently opened a location in
King of Prussia, PA.
Menu Positioning |
Legal Sea Foods' is open for lunch and dinner and its signature offerings include more than 40 varieties of fish. Classic menu
selections include grey sole, halibut, trout, bass, tuna, swordfish and salmon. Uncommon varieties range from skate to cusk to
monkfish. Specialties include Baked Shrimp stuffed with Maryland crab, Grilled Swordfish, Crab Cakes and several lobster
entrees. Legal Sea Foods also menus a list of Value Dinners, comprised of fish, starch and vegetable. Full liquor service is
available. Entree prices range from $8.95–$39.95. Checks average $27.
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