Native Seafood Grille swims toward upscale waters; owners seek to expand takeout, delivery operation with full-service concepts - Tampa, Florida - News

Two years after starting up Native Seafood Grille here in Tampa, Fla., the owners of this seafood market-turned-takeout operation now are looking to expand their concept from a small 1,000-square-foot establishment into a full-service upscale restaurant here.

While the concept got its start as a seafood market, owner Pedro Alvarez said that Native Seafood Grille has evolved into an operation that now features takeout, home and office delivery, and retail and wholesale services.

"I think what we're doing would go over well in a few other cities, and we're talking to people now about that," he added. "But initially we will be looking here because we are getting a big demand from our customers to do the restaurant."

Alvarez and his wife, Miryan, started up Native Seafood as a fresh fish market in 1989. But earlier this year they added a grill and steamer for takeout and delivery service. Now such cooked foods as grilled fish sandwiches and steamed shrimp account for 30 percent of sales, Alvarez said. The market offers partially prepared fresh seafood, salads, sauces, herbs and spices on a takeout gourmet basis.

"We target a lot of yuppies but mostly we have people concerned about eating well, who love seafood but don't have a lot of time," said Alvarez about the customer base. "But we are located in a neighborhood that is undergoing a renaissance so we try keep our prices moderate enough not to shut anyone out."

Alvarez is currently negotiating two sites to accommodate the new operation -- one a 70-seat spot and the other a 100-seat restaurant. The current site has no seating.

"We don't want to go with anything bigger because it will be more difficult to give it a personal touch," he said. "Now, it's a very unique place with a very Caribbean influence in the decor and the food, and we want to be able to maintain that comfortable feeling [in the restaurant]."

Prior to adding the grill, Alvarez said, fish was sold uncooked with side sauces and cooking instructions free of charge. But now, he added, fish purchased in the market can be grilled or smoked for $2 per pound, and specialty house sauces and marinades, such as macadamia pesto, mango relish and cilantro pesto, are still sold.

Takeout or delivered menu items range from crabcakes with jambalaya rice at $5.95, to shrimp spread croissant, $5.95; plain, grilled or Cajun grouper sandwich, $5.95; and Caesar and spinach salad, $3.95.

Alvarez said they invested about $30,000 in renovating the building that houses Native Seafood, and another $10,000 for the cooking equipment and a takeout window.

And efforts have paid off, according to Alvarez. Sales for the past few months had doubled last year's, he said, adding that sales are "steadily increasing."

In addition to operating Native Seafood Grille, Alvarez is teaming up with area chefs to sponsor a four-night cooking seminar later this summer and plans to start up a newsletter.

Alvarez is also offering a number of promotions, including Fish Bucks and a $1 off deal for customers who drive through on bicycles rather than in cars. Fish Bucks are $1 coupons appearing in local papers, and in order to redeem them customers must first fill out their names and addresses on the back -- a strategy that he expects will help build his mailing list for the newsletter.

Another promotional draw is a membership in the Native Seafood Club that entitles card bearers to one free meal after purchasing nine.

Once a part-owner in a commercial fishing boat, Alvarez said his past experience has given him the connections to obtain first selection from local catches. He plans, he said, to maintain the market concept in the new restaurant.

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