Legal Sea Foods

Legal Sea Foods is an American restaurant chain[3][4] of casual-dining seafood restaurants mostly located in the Northeastern region of the United States.

Legal Sea Foods
TypePrivate
IndustryRestaurants
FoundedCambridge, Massachusetts, fish market (1950); restaurant (1968)
FounderGeorge Berkowitz
Headquarters
Boston, Massachusetts, U.S.
Number of locations
33 restaurants
Key people
Roger Berkowitz, President & CEO
Rich Vellante, Executive Chef
Sandy Block, MW, VP of Beverage
Productsseafood
Number of employees
4,000
Websitelegalseafoods.com
Footnotes / references
[1][2]

The current company headquarters is located in the South Boston Seaport District and as of 2019, the group operates 33 restaurants in five states, plus the District of Columbia, with most in the Greater Boston area.[5] The restaurant serves over 7 million customers annually[6] with an average restaurant size of 6,000 square feet (560 m2).[7] Legal Sea Foods also operates an online fish market and ships fresh fish anywhere in the contiguous United States, as well as a retail products division.

In addition to the traditional Legal Sea Foods locations, the company operates unique concepts including: Legal Test Kitchen, Legal C Bar, Legal Harborside, Legal Crossing, Legal Oysteria, Legal on the Mystic, and Legal Fish Bowl.

Legal Sea Foods’ long-standing tagline is "If it isn’t fresh, it isn’t Legal!"[8]

On December 22, 2020, CEO Roger Berkowitz announced the sale of the restaurants portion of the business to PPX Hospitality Brands, a Medford-based hospitality group. Berkowitz will retain the rights to online and retail sales of products using the Legal Sea Foods name.[9]

History

Origins

In 1904, Harry Berkowitz opened the "Legal Cash Market" grocery store in the Inman Square neighborhood of Cambridge, Massachusetts. The name for the market came from the "Legal Stamps", also known as trading stamps, given to loyal customers. The store provided a living for Harry and his family up until the late 1940s, when chain grocery stores like Stop & Shop and others entered the picture and provided stiff competition for the family business.[10]

In 1950, George Berkowitz, the son of Harry, opened a fish market adjacent to his father's grocery store and named it Legal Sea Foods. This was done to add a degree of specialty to the grocery business by offering customers a fish counter where they could get fresh fish.[10] From the early 1950s, the market sold fresh fish as well as fish and chips that could only be taken to-go. In 1968, the Berkowitz family decided to open a restaurant in the adjacent space. They offered fish and chips, fried clams, fried shrimp, and fried scallops, served on paper plates while the customers sat at picnic tables.[10]

In 1975, the restaurant expanded to a more traditional restaurant at the site of the former S.S. Pierce building in Chestnut Hill, Massachusetts.[11] In 1980, the original Inman Square restaurant was destroyed in a fire.[12] With the help of his two sons, Marc and Roger, George opened their flagship location in the Boston Park Plaza in the Boston Theater District of downtown Boston.

1980s

At the first inauguration of Ronald Reagan in 1981, Legal Sea Foods' fish chowder[13] was chosen to represent the Commonwealth of Massachusetts and has been served at every presidential inauguration since.[14] Also in 1981, the restaurant established one of the first quality control centers for fish processing and distribution.

In 1986, Legal Sea Foods was named "Best Seafood Restaurant in America" by NBC's Today Show.[15]

1990s

In 1990, the restaurant partnered with the United States Department of Commerce in developing a hazard analysis and critical control points (HACCP) program and helped to establish a landmark fishing industry standard for freshness and food safety.[16]

In 1992, Roger Berkowitz, the son of George, took over as CEO of the private restaurant business. Roger had worked in the family business since the age of ten, and is a graduate of the S. I. Newhouse School of Public Communications at Syracuse University.[17] During this time Roger became the company spokesman, and voiced many of the Legal Sea Foods radio commercials, including the award-winning "Fresh Insights" radio campaign.[18]

In March 1994, Food Arts Magazine awarded the Silver Spoon Award to George and Roger Berkowitz for sterling performance and raising Americans' consciousness about seafood for 30 years.[19] Legal also opened their first airport restaurant at Logan International Airport's Terminal C. Later in the year, the restaurant opened a location in the Philadelphia International Airport. Also in 1994, the restaurant invited influential chefs from China to fuse Asian cuisine into the menu at the restaurants. This program was called "Cusineast" and some dishes created for this event are still on the current menu.[20]

At the Super Bowl XXXI in 1997, fans in New Orleans were served New England clam chowder from Legal's Chowda van.[21]

In 1998, Roger Berkowitz was invited to join the Harvard School of Public Health Nutrition Roundtable,[22] a group of people with personal and professional interests in nutrition.[23] In the same year, Bon Appétit magazine named Legal Sea Food one of the Top Ten Tried and True restaurants in America.[24] Rich Vellante also became the restaurant group's Executive Chef in 1998 and is currently still in this position.[25]

In 1999, the International Foodservice Manufacturers Association presented Roger Berkowitz with the Silver Plate award for the best full-service, multi-unit restaurant operator in America. This award is the one of the food industry's highest honors.[26]

2000s

In 2000, the American Institute of Food and Wine sponsored Legal Sea Food's 50th birthday with celebrity chefs, including Julia Child, in attendance.[12] The CBS news program, Eye on America, focused on Legal Sea Food restaurant's quality control program with a segment on food safety.

Legal Sea Foods Quality Control Center and corporate headquarters as seen from Boston Harbor (2017).

In 2003, Legal Sea Food restaurants became one of America's first restaurants to go trans-fat free.[27] The New Legal Sea Foods Cookbook was published that year.[28]

In 2005, a new type of restaurant, Legal Test Kitchen (LTK), opened with a menu that is 50 to 60 percent non-seafood and comparably lower prices than traditional Legal sea Foods locations.[29] Also in 2005, Legal began to offer gluten-free options on the menu for the first time, giving patrons with celiac disease more dining options.[30]

In 2008, Legal Sea Foods was named one of the ten best full-service or buffet-style restaurant chains which cater to families, according to Parents magazine.[31] Later in 2008, Roger Berkowitz was inducted into the Nation's Restaurant News MenuMasters Hall of Fame.[32]

In 2009, Legal C Bar opened in Dedham, Massachusetts, focused on serving casual seafood and custom cocktails.[33]

2010s

In 2011, Legal opened their new flagship restaurant, Legal Harborside on the Boston waterfront.[34] It was named "Best New Restaurant" by Esquire magazine.

In 2013, Legal Sea Foods announced they would be opening a restaurant in the Downtown Crossing section of Boston named Legal Crossing (LX).

On February 22, 2014, a carbon monoxide leak killed the manager of the Legal Sea Foods at the Walt Whitman Shops in Huntington Station, New York and sickened 27 others. The leak was reportedly caused by a faulty flue pipe attached to a gas water heater. President & CEO of Legal Sea Foods, Roger Berkowitz, said that the company would install carbon monoxide detectors and conduct comprehensive safety audits at all locations. He also pledged to be at the forefront of legislative efforts to require the use of carbon monoxide detectors in commercial buildings.[35][36]

In April 2017, Legal Fish Bowl debuted in Kendall Square. The restaurant is a fast-casual concept that features six signature poke bowls as well as the option to make your own.[37] In that same year, Roger Berkowitz was awarded a “Who’s Who” James Beard Award.[38]

In 2018, the company opened a Legal Sea Bar, a bar-forward concept, in Union Station in Washington, DC.[39]

In 2019, Legal Sea Foods started a collaboration with Stonewall Kitchen, a specialty food manufacturer based in Maine, on a line of signature sauces, dressings and condiments. These products are sold under the name ‘Legal Sea Foods by Stonewall Kitchen” and range from cocktail sauce to lemon dill aioli.[40]

2020s

In January 2020, Legal Sea Foods announced a partnership with RLJ Companies to expand the presence of Legal Sea Foods restaurants in major airports across the United States.[41]

Response to the COVID-19 pandemic and sale

At the start of the COVID-19 pandemic Legal had 33 locations, 3,500 employees, and more than $200 million in annual revenue. In March 2020, Legal closed all locations for indoor dining. During the summer, the restaurant chain started to gradually re-open 18 of the larger locations in the Greater Boston Area. In August 2020, the $10 million from the federal government Paycheck Protection Program ran out and the company started to look for a way to merge with another restaurant operator. In December, the chain merged with PPX Hospitality Brands, a subsidiary of Danu Partners. In the terms of the sale, Berkowitz keeps control of online and retail sales using the Legal Sea Foods name and PPX will be the new owners of the restaurant locations and the Quality Control Center in South Boston.[42]

Operations

In addition to its traditional Legal Sea Foods restaurants, the company operates distinct concepts with unique offerings: Legal Test Kitchen, Legal C Bar, Legal Harborside, Legal Crossing, Legal Oysteria, Legal on the Mystic, Legal Fish Bowl and Legal Sea Bar, all with their distinct culture.

Legal Sea Foods became one of the first restaurants in the United States to employ lean production techniques to improve the customer experience. One of the main changes was to install a line back position, similar to a bar-back, to quickly restock whatever the chef or cook needed in a just-in-time flow.[43]

The menus vary by location, season and concept, but they all include a wide variety of specialty seafood entrees, appetizers, salads, and desserts. Over 40 varieties of fresh fish and shellfish, prepared according to New England tradition, are featured throughout the year. Some of the most popular items include: lobster, clam chowder, fried clams, crab cakes, shrimp cocktail, tuna burgers, baked scrod, surf and turf and grilled fish fillets. Extensive wine lists and full-service bars are also available at all locations and have garnered recognition for its philosophy of offering value at all price points. The restaurant offers separate lunch and dinner menus as well as gluten-free menu options and kids’ menu.

By buying directly from day boat fishing operations, the company markets itself as having the freshest fish. The company also made industry advances on fish handling and has worked with the federal agencies on developing Hazard Analysis and Critical Control Points (HACCP).[44]

In the media

Bon Appétit magazine touts a meal at Legal Sea Foods as among America's "Top Ten Tried-and-True" dining experiences.[24] Legal is also included in Patricia Schultz's popular guidebook, "1,000 Places to See Before You Die".[45]

The Legal Harborside first floor dining room at their restaurant in the South Boston Waterfront.

The Boston, Massachusetts Legal Sea Foods restaurant sponsored a January 2011 dinner that featured several species of fish which were listed by the advocacy organization Seafood Watch as ones to avoid for sustainability reasons.[46] Legal Sea Foods CEO, Berkowitz said in a statement that much of the science around sustainable fisheries was "flawed" and "outdated."[47] While the protest was criticized by several environmental organizations, it was praised by others, including some in the media. Representatives of fishermen in Gloucester supported the choice to use locally sourced fish.[48]

Awards
  • "100 Most Scenic Restaurants in America", Legal Harborside – OpenTable (2019, 2018)[49]
  • "Best Clam Chowder" – Boston Magazine (2017, 2011, 2010)[50]
  • Who’s Who in Food & Beverage in America, James Beard – Roger Berkowitz, 2017[51]
  • Best Seafood Restaurant, USA Today, 2013[52]
  • Boston's Most Popular Restaurant, Zagat, every year since 2003[53]
  • Most Admired Restaurant, Boston Business Journal, 2013 and 2012[53]
  • Best Classy Restaurant for Kids in Philly, Philadelphia Magazine, 2013[54]
  • Best New Restaurants, Legal Harborside, Esquire magazine, 2011[55]
  • Listed in 1,000 Places to See Before You Die: A Traveler's Life List, Patricia Schultz[56]
  • Legal Sea Foods clam chowder served at every presidential inauguration since 1981[57][58][59]

Advertising and marketing

Since 2007, DeVito/Verdi has been Legal Sea Foods’ advertising agency of record.[60][61]

In 2008, Legal Sea Foods ran a humorous campaign called "Really Fresh Fish". The campaign's out-of-home and radio advertisements created controversy for their “fresh” lines and won industry awards.[62]

In 2010, the company launched a radio campaign called "Fresh Insights". CEO Roger Berkowitz was the voice of the ads, which were finalists in the Radio Mercury Awards.[63]

In 2014, Legal began running print and television spots that argue that its seafood restaurants should never be called a chain; the series of advertisements use the restaurant's chief executive, Berkowitz to explain why.[1]

In March 2015, Legal Sea Foods partnered with Uber on a promotion to deliver bowls of clam chowder anywhere in the city of Boston. The chowder cost $10 with $1 being donated to the Greater Boston Food Bank.[64]

In 2015, Legal launched a multimedia advertising campaign that attempts to establish a new religion whose members will be known as "pescatarians", comparing them to Catholics and Presbyterians. CEO Berkowitz said that the campaign was the widest-reaching to date and spanned all forms of media from print, online, television, and even a gag website.[65] The humorous campaign did face some minor backlash from religious people who were offended by comparing the restaurant to Jesus and Moses.[66]

During the presidential primary of 2016, Legal launched a campaign themed parody. On Super Tuesday, Roger Berkowitz declared himself a candidate for President of the United States in a parody ad campaign of the "fishy" election. Among other things, he promised that on his first day in office he'd legalize seaweed, and he urged voters to #feeltheberk on social media.[67] The spots aired in newspapers, news radio and in print.[68]

"Welcome to Legal" launched in 2019 with advertisements that play on the legality of marijuana in Massachusetts. The campaign received national attention, with commentary from publications including AdWeek and AdAge.[69][70]

Affiliations

Legal Sea Foods has a long relationship with the Boston Red Sox and Boston Celtics.[71] The Celtics’ "Fan of the Game" promotion was founded by Legal Sea Foods and has played at every home game for over 10 years. The company also sponsors the Washington Capitals. In addition, Legal Sea Foods introduced the "Lobster Lob" at all home games played by the Boston Pride, part of the National Women's Hockey League, in the 2019–2020 season.[72]

See also

References
  1. Newman, Andrew Adam (2014-07-06). "Call It What You Like, but Not a Chain". The New York Times. The New York Times Company. Retrieved 2014-10-29.
  2. "Legal Sea Foods, Inc. Annual Report 2016" (PDF). Commonwealth of Massachusetts. Retrieved 2017-11-22.
  3. "Hook & Ladder". The Improper Bostonian. Retrieved 12 August 2014.
  4. 'Most Popular Boston Restaurant' - Zagat, 2012/2013. New York, NY: Zagat. 2012.
  5. "Restaurants By State". Retrieved 2014-08-06.
  6. Dorbian, Iris (2017-12-13). "Seacoast Capital provides debt to seafood restaurant chain Legal Sea Foods". The Pre Hub Network. Retrieved 2017-12-14.
  7. Leung, Shirley (2018-08-08). "Are there too many restaurants in Boston and not enough diners?". The Boston Globe. Retrieved 2018-08-08.
  8. "IF IT ISN'T FRESH, IT ISN'T LEGAL - Trademark Details". Retrieved 2020-02-08.
  9. Staff Writer (2020-12-22). "Iconic Massachusetts restaurant chain Legal Sea Foods sold". WCVB-TV. Retrieved 2020-12-22.
  10. Playfair, Susan R. (2005). Vanishing Species: Saving the Fish, Sacrificing the Fisherman. UPNE. ISBN 978-1584654520. Retrieved 2013-12-07.
  11. "The Street Timeline: 1950 - Present". Retrieved 2013-12-07.
  12. Arnett, Alison (2000-11-13). "MAKING IT LEGAL ON ITS 50TH ANNIVERSARY, THE BOSTON LANDMARK IS TESTING NEW WATERS". The Boston Globe. Retrieved 2013-12-07.
  13. "A Spoonful Of Chowder Helps The Medicine Go Down At Beth Israel". AP NEWS. Retrieved 2019-12-03.
  14. DeCanio, Lisa (2012-02-20). "Legal Sea Foods' Presidential Clam Chowder & 8 Other Presidents Day Facts About the Hub". BostInno. Streetwise Media. Retrieved 2013-12-07.
  15. Krumroy, Robert E. (2002). Brilliant Strategies and Fatal Blunders: How Small Businesses Survive and Thrive in an Overcrowded Market. Identity Branding Inc. ISBN 978-0967866116. Retrieved 2013-12-07.
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  19. Mariani, John (March 1994). "George & Roger Berkowitz". Food Arts. Food Arts. Retrieved 2013-12-07.
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  21. Bickelhaupt, Susan; Maureen Dezell (1997-01-25). "In New Orleans, it's not all jambalaya . . ". The Boston Globe.
  22. Berkowitz, Roger; Leigh Buchanan (2008-07-01). "The Way I Work: Roger Berkowitz". Inc. Retrieved 2013-12-07.
  23. "Leadership Council Members Make Significant Gifts for Asthma, Obesity, Nutrition Efforts". Retrieved 2013-12-07.
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  25. Garrett, Brianne (2019-05-22). "Labor-Free Lobster for Memorial Day". Wine Spectator. Archived from the original on 2019-05-28. Retrieved 2019-07-17.
  26. "Past Gold & Silver Plate Winners" (PDF). Archived from the original (PDF) on 2015-09-24. Retrieved 2013-12-08.
  27. Adamy, Janet; Steven Gray (2006-09-26). "New York Trans-Fat Plan Could Spur Nationwide Oil Change". Wall Street Journal. Retrieved 2013-12-08.
  28. Berkowitz, Roger; Doerfer, Jane (2003). The New Legal Sea Foods Cookbook. Random House LLC. ISBN 978-0767906913. Retrieved 2013-12-08.
  29. "Businesses set for opening of Logan terminal". Boston Business Journal. 2005-03-05. Retrieved 2013-12-08.
  30. Dornbusch, Jane (2013-04-16). "Gluten: fact or fad or a bit of both?". The Boston Globe. Archived from the original on 2015-05-11. Retrieved 2019-07-18. Legal Sea Foods was an early adopter. “We’ve had a gluten-free menu implemented for seven years or so,” says executive chef and vice-president Richard Vellante.
  31. Cicero, Karen (2019-05-16). "The 10 Best Family Restaurants, 2008". Parents. Archived from the original on 2019-06-29. Retrieved 2019-07-18.
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  40. Ciampa, Gail (2019-12-24). "Legal Sea Foods' crab cakes an elegant, easy New Year's Eve appetizer". The Providence Journal. Retrieved 2020-01-14.
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  64. Boroyan, Nate (2015-03-15). "Uber Is Delivering Legal Sea Foods Clam Chowder Today". BostInno. Streetwise Media. Retrieved 2015-03-25.
  65. Luna, Taryn (2015-07-01). "Legal Sea Foods launches 'Pescatarianism' ad campaign". The Boston Globe. Retrieved 2015-09-10.
  66. Burns, Will (2015-07-24). "Legal Sea Foods Risks Backlash Evangelizing Pescatarian 'Religion' In New Ad Campaign". Forbes. Retrieved 2015-09-10.
  67. Reilly, Katie (2016-06-02). "These Look Like Campaign Ads. But They're Something Entirely Different". Time. Retrieved 2016-06-03.
  68. Chesto, Jon (2016-03-07). "Roger Berkowitz: All politics is Legal Sea Foods". The Boston Globe. Retrieved 2016-03-07.
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  70. Staff Writer (2019-08-21). "SEA-WEED? BOSTON SEAFOOD CHAIN CELEBRATES LEGAL POT WITH TRIPPY CAMPAIGN: MARKETER'S BRIEF". AdAge. Retrieved 2019-09-19.
  71. Wilking, Alex (2016-10-26). "New at TD Garden This Season: Cheetos, Doritos, and Legal Sea Foods". Boston. Retrieved 2020-02-08.
  72. Staff Writer (2019-10-10). "LEGAL SEA FOODS PARTNERS WITH THE BOSTON PRIDE". NWHL Media. Retrieved 2020-02-08. “Legal Sea Foods is proud to support our hometown team and the growth of professional women’s hockey,” said Vice President of Marketing Ida Faber.

Further reading
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