Surviving the restaurant scene in Santa Monica is a tough business. Overturn happens quite often (it was a valiant effort, Bareburger, Chaya, Native, Hinterland, et. al) and evolving and lasting in this city? It’s for the fishes. Er, the Enterprise Fish Co. restaurant, that is.

Enterprise Fish Co. is celebrating 40 years in Santa Monica (!) and to celebrate the occasion, the restaurant’s menu items and prices will receive a throwback to what they were 40 years ago.

The discounts and throwback menu begins this Thursday, August 22 and runs through September 12. Owner Mike Bank will be present August 22 to celebrate with customers.

The discounted menu and prices will see alternating deals each Thursday ranging from 60-cent beers to a 40 dollar King Crab special. The nostalgia waxing and discounts are meant to give thanks to the community and hearken back to the days the restaurant’s doors first opened in Santa Monica, now nearly half a century ago.

“It’s been pretty amazing,” Enterprise Fish Co.’s Chief Operating Officer Fred Serra said of hitting the 40-year mark. “Opening up in August of ‘79 and being in business for 40 years, establishing a longtime connection with guests…it’s special and lets us thrive in Santa Monica.”

Serra has been with the restaurant for only about half of its 40 years, working his way up from bookkeeper to controller to COO, and has seen firsthand how Enterprise as outlasted many other businesses and restaurants. What it takes, Serra says, is a commitment to the community and, of course, the charcoal mesquite cooking of that fresh fish.

And that “quality seafood,” he says, is cooked differently than other fish joints around town.

“We’ve stuck around for several reasons, I think mainly because we became apart of the community in many ways,” Serra said. He noted the restaurant’s 15-years-and-running monthly donations to charities and schools as well as keeping the restaurant’s prices low. “We want to make sure we have a good value for families as we’re family-oriented ourselves. We want everyone to get great fresh, quality seafood for a good price.”

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