Pacific Beach Fish Shop is a seafood restaurant at 1775 Garnet Ave, 92109, built around a choose-your-own counter-service model where guests pick their fish, select a seasoning or marinade, and decide whether it arrives as a taco, sandwich, salad, or plate. Co-owners Billy Ramirez and Doug Sondomowicz opened the original location here in 2010, and it has since grown into a multi-location brand with outposts in Encinitas, Point Loma, and a forthcoming Oceanside shop. Ramirez, a U.S. Marine Corps veteran originally from Santa Maria, California, got his start in the restaurant business washing dishes at age fourteen and has spent more than 35 years in the industry. The glass seafood case rotates daily based on what comes in fresh, and the house Fish Shop Seasoning—a Cajun dry rub blending brown sugar with mild spice—has become popular enough to sell by the bottle. A dog-friendly patio, local craft beers on tap, and a bring-your-own-wine policy with a modest corkage fee round out the experience. Diners who enjoy the casual beachside energy here often wander down Garnet to Bare Back Grill for burgers and cocktails. The PB location regularly draws lines on weekends, and the award-winning TKO taco—grilled mahi-mahi topped with house-made tropical mango salsa—remains the most talked-about item on the menu. Craft beer enthusiasts pairing their seafood with a cold pint should also check out SD TapRoom on the same avenue. The kitchen stays open until 10 p.m. nightly, and the house-made clam chowder with smoked andouille sausage is another consistent crowd favorite.