Customer loyalty means a lot to Mike O'Toole, one of the founders of Pelly's Fish Market and Caf?. It is a quality he and his co-proprieter Dave Marker cultivate on a two-way street. As the head honchos of Pelly's, O'Toole and Marker have seen their share of regular customers, and they both feel a sense of obligation to these dependable friends.
“I think our typical customer is the person who is looking for a place to eat without having to dress up but is also looking for the best seafood available,” O'Toole said. Marker concurred. “Most customers are the local folks who come in four or five times a week,” he said. Clearly, Pelly's and its customers are in a mutual-admiration society.
“Our goal when we opened — and remains today — was to provide the people of North County a place to buy the highest quality seafood and use that fresh fish as a basis for all the items on our caf? menu,” O'Toole said. “We strive to avail our customers of the best possible product at a fair price.”
Pelly's has been a Carlsbad icon almost since its debut in 1986. Named for the flocks of pelicans that frequently patrol the Carlsbad coastline, the restaurant and fish market has enjoyed favored status among beach-goers, tourists, residents and die-hard fish fans.
“Pelicans, after all, are the kings of fishing birds,” O'Toole stated. “Look at all the pellys flying over the waves!”
When the owners talk about Pelly's the pride in their work and the restaurant's status among hungry Carlsbad eaters is evident. Marker is the hands-on proprieter, cooking at the caf? several days a week. “It never gets old when a guest comes up and says, Dude that was awesome,” he said. “That happens a lot.”
Marker is the former manager of the Belly Up Tavern and worked for the Brigantine for 13 years.
Marker alludes to famous regulars who line up for Pelly's fresh fare and laid-back atmosphere. “We have some rather famous people that will show up quite often; I don't know if they would like me to mention them by name, but some play football, skateboard, snowboard. Some have been in big-time surf videos,” he said.
O'Toole is not as reticent, indicating with pride a photo of local skateboard legend Tony Hawk and himself. “Tony is and has been a loyal customer at Pelly's since we opened,” he said. “Pancho Sagura also was a great customer. So is Rod Laver. Many of the PGA are clients when they are in town for golf tournaments. Lots of high profile surfers and other pro athletes frequent Pelly's.”
The vibe at Pelly's is undeniably casual. Maps and photographs of fishing trips of yore line the walls of the crowded seating area. In the photos, beaming anglers pose next to impressive catches. Many of the photos are from employee fishing trips, blindingly sunny skies over large groups of smiling, windblown employees aboard fishing vessels.
The fish market and caf?'s employees are a mix of long-time devoted professionals and working students.
“Pelly's is a laid-back, non-corporate place,” Marker said. “The people that work here feel that vibe and pass it on to the guests with smiles and a relaxed attitude. Most of our employees are local kids going to school and trying to make ends meet. It's a good feeling to help everyone out that I can. Our chef, Luis, has been here for 20 years driving a 60-mile round-trip every day,” he said. “Why? Because this is Pelly's.”
Pelly's clientele represents a core sampling of Carlsbad. The line at the fish counter is long — surfers, beach-goers, a family with small children and a clutch of business people seeking lunch. The menu features old favorites such as clam chowder, and fish tacos that are really more fish than taco. Several fresh catches of the day are always available.
Marker says it is the consistency of its menu items and its fresh offerings that have insured Pelly's success over the years. “The core menu has been the same since we opened,” he said. “I had a guest the other day who had moved away for the last 10 years. She is now back in town and came by to have a swordfish sandwich. She told me that it was as good now as it was 10 years ago,” Marker recalled. “That is why we don't really goof around with the menu that much. Some items have been tweaked over the years but nothing huge.”
In an economy that has seen people cutting back here and there, Pelly's has stayed successful, with a robust clientele in both its fish market and its caf?. “It's a good feeling to know that people who really know their fish come to us. This is what Pelly's is all about,” Marker said.
“I think our typical customer is the person who is looking for a place to eat without having to dress up but is also looking for the best seafood available,” O'Toole said. Marker concurred. “Most customers are the local folks who come in four or five times a week,” he said. Clearly, Pelly's and its customers are in a mutual-admiration society.
“Our goal when we opened — and remains today — was to provide the people of North County a place to buy the highest quality seafood and use that fresh fish as a basis for all the items on our caf? menu,” O'Toole said. “We strive to avail our customers of the best possible product at a fair price.”
Pelly's has been a Carlsbad icon almost since its debut in 1986. Named for the flocks of pelicans that frequently patrol the Carlsbad coastline, the restaurant and fish market has enjoyed favored status among beach-goers, tourists, residents and die-hard fish fans.
“Pelicans, after all, are the kings of fishing birds,” O'Toole stated. “Look at all the pellys flying over the waves!”
When the owners talk about Pelly's the pride in their work and the restaurant's status among hungry Carlsbad eaters is evident. Marker is the hands-on proprieter, cooking at the caf? several days a week. “It never gets old when a guest comes up and says, Dude that was awesome,” he said. “That happens a lot.”
Marker is the former manager of the Belly Up Tavern and worked for the Brigantine for 13 years.
Marker alludes to famous regulars who line up for Pelly's fresh fare and laid-back atmosphere. “We have some rather famous people that will show up quite often; I don't know if they would like me to mention them by name, but some play football, skateboard, snowboard. Some have been in big-time surf videos,” he said.
O'Toole is not as reticent, indicating with pride a photo of local skateboard legend Tony Hawk and himself. “Tony is and has been a loyal customer at Pelly's since we opened,” he said. “Pancho Sagura also was a great customer. So is Rod Laver. Many of the PGA are clients when they are in town for golf tournaments. Lots of high profile surfers and other pro athletes frequent Pelly's.”
The vibe at Pelly's is undeniably casual. Maps and photographs of fishing trips of yore line the walls of the crowded seating area. In the photos, beaming anglers pose next to impressive catches. Many of the photos are from employee fishing trips, blindingly sunny skies over large groups of smiling, windblown employees aboard fishing vessels.
The fish market and caf?'s employees are a mix of long-time devoted professionals and working students.
“Pelly's is a laid-back, non-corporate place,” Marker said. “The people that work here feel that vibe and pass it on to the guests with smiles and a relaxed attitude. Most of our employees are local kids going to school and trying to make ends meet. It's a good feeling to help everyone out that I can. Our chef, Luis, has been here for 20 years driving a 60-mile round-trip every day,” he said. “Why? Because this is Pelly's.”
Pelly's clientele represents a core sampling of Carlsbad. The line at the fish counter is long — surfers, beach-goers, a family with small children and a clutch of business people seeking lunch. The menu features old favorites such as clam chowder, and fish tacos that are really more fish than taco. Several fresh catches of the day are always available.
Marker says it is the consistency of its menu items and its fresh offerings that have insured Pelly's success over the years. “The core menu has been the same since we opened,” he said. “I had a guest the other day who had moved away for the last 10 years. She is now back in town and came by to have a swordfish sandwich. She told me that it was as good now as it was 10 years ago,” Marker recalled. “That is why we don't really goof around with the menu that much. Some items have been tweaked over the years but nothing huge.”
In an economy that has seen people cutting back here and there, Pelly's has stayed successful, with a robust clientele in both its fish market and its caf?. “It's a good feeling to know that people who really know their fish come to us. This is what Pelly's is all about,” Marker said.