What is joya de mar? An attraction. No one has ever asked their co-worker to go for a walk by the shitty seafood counter on their lunch break.
Joya de Mar is: Lively. New. Different.
We will display items which most people aren’t familiar with in addition to “standard” items.
We will also emphasize unique cuts to elevate the "standard" items.
The counter is an interactive experience. All employees should be able to have a simple casual conversation about every item. With this in mind we will actively focus on stocking items which meet at least one of the following:
1) Products we source directly from the harvest: this is what sets us apart from everyone else, makes us the expert and enables us to share the story of exactly where their food is coming from
2) Items which we are selling to notable restaurants: this again makes us the expert in exceptional seafood sourcing and gives us another story to tell
Counter layout and product planning:
Display case: This will be simple. Neat. Clean and well organized space.
Finfish: The majority of our finfish will be cut from the rack to order. We will specialize in wheel cuts emphasizing/educating that flavor comes from the bones (think of bone marrow) as well as assists in cooking
Shellfish: Neat display of oysters and various clams
Refrigerated Beverage Cases: I envision having two small countertop refrigerated cases which we can display and stock uni and caviar respectively
Live Tanks: Our live tanks will always be filled to capacity with King Crab, Maine Lobster and when available Dungeness Crab
