Jon Alexis of TJ's Seafood Market on Expansion, The Fishing Industry and Lobsters that Need a New Home
What about the menu?
Basically, we'll have different specials for each day. The fish case is the menu. And every single preparation we have on our menu, we'll tell you how to do at home. Nothing would make us happier then for someone to say, "I want to make this at home too." Everything we do there, you can do it at home.
On the menu we're going to have a raw option of the day, a ceviche of the day, a steamed pot of the day, a taco of the day, seafood salad of the day. What we want to reinforce is that fish is interchangeable. We want people to feel comfortable walking in saying, "I know I want to make fish tacos, what should I use?" We'd love to help people with that.
For novices, what's your advice for coming into to buy a filet?
The experience that people get here is the education. A lot of our staff are culinary school graduates, so if someone comes in and says has no experience with fish, we want to educate them.
I think fish is easy, but I'm not a professional cook -- I remind people of that on a daily basis. If you can set a timer, you can cook fish. Getting a steak medium rare is hard. Roasting a whole chicken is hard. Cooking a piece of fish is easy.
The Lobster Boat-to-Plate Program at TJ's Seafood Market
The Aaron and Alexa lobster boat, part of the Steve Connolly fleet.
Lobster box arrives at TJ's.
Lobster ready for a new home.