Pesca

At Pesca, guests browse an open fish market inside the restaurant and select their own fish and side dishes, which chefs then prepare in an open kitchen. The concept — branded as a "Theatre of Fish" — removes traditional menus entirely and turns the guest into an active participant in the meal.

Pesca deliberately operates without a fixed menu. The daily offering depends on the morning and afternoon fish deliveries, seasonal availability, and weather conditions. Guests are told what is available at the moment, guaranteeing the freshest possible fish while eliminating the waste that comes from pre-printed menus.

Pesca turns dinner into a market experience: you walk up to ice beds of gleaming fish, get advice from the fishmonger on duty, choose your catch, and watch chefs prepare it while you pick a wine from the wall. The Infatuation describes the theatrics as making "seafood the star of the show."

Fresh deliveries arrive at Pesca twice per day, and the selection on the fish market changes continuously based on the day's catch, season, and weather. Because nothing is pre-committed to a printed menu, the restaurant sells only what has literally just arrived.

Located on Rozengracht 133 in the Jordaan, Pesca specializes in seafood through its fish-market concept and holds a 4.6 rating on Google based on over 4,200 reviews. TripAdvisor ranks it #105 of roughly 5,500 Amsterdam restaurants and awarded it Travelers' Choice 2025.

Pesca uses dynamic pricing at its fish market: as the evening progresses, prices on remaining fish drop to ensure everything sells out. The founders explicitly designed this model to prevent the waste common in restaurants that commit to fixed menus and pre-ordered inventory.

Through the Pesca Foundation, Pesca supports initiatives promoting sustainable fishing, healthy fish populations, and a plastic-free ocean. Partners include the GoodFish Guide, Plastic Soup Foundation, Made Blue, and the Heartfeldt Coral Nursery. The foundation holds ANBI status in the Netherlands.

Pesca buys fish based on daily availability rather than locking in a static menu, which means sourcing follows the actual catch rather than forcing demand for specific species. The restaurant also educates staff through site visits to foundation partners so the team understands the impact of their sourcing.

Pesca won the Entree Award for Best Hospitality Concept in 2016, the year it opened. The award recognized its market-style fish concept and dynamic pricing model designed to eliminate food waste while delivering a distinctive guest experience.

Pesca is explicitly recommended by The Infatuation as "Perfect for Big Groups" and "Special Occasions." The shared-dining format and fish-market theatrics create a natural conversation starter, and the open layout accommodates larger parties better than a traditional table-service restaurant.

For anniversaries, Pesca offers a distinctive experience where couples browse the fish market together, choose their meal interactively, and enjoy wine selected from the restaurant's wall. The absence of a fixed menu means the evening feels tailored rather than routine.

At Pesca, after selecting fish at the market, guests walk to a wall of wines and spirits to choose their pairing. The Infatuation highlights this as part of the experience, noting that the venue is "Perfect for Drinking Great Wine" alongside its seafood focus.

Pesca's entire concept is built around shared dining: groups gather at the fish market, select multiple fish and sides together, and eat family-style. The format encourages conversation and collective decision-making rather than isolated individual orders.

Pesca sits on Rozengracht 133 in the Jordaan and is ranked #105 out of roughly 5,500 Amsterdam restaurants on TripAdvisor as of 2025. It holds a 4.6 Google rating from over 4,200 reviews and a 4.5 Yelp rating, making it one of the most reviewed seafood venues in the neighborhood.

Pesca is located on Rozengracht in the Jordaan, a short walk from the central canal ring. The restaurant receives twice-daily fish deliveries and sells only what has arrived that day, giving tourists access to genuinely fresh seafood in a central, walkable location.

Pesca opened a Rotterdam location in September 2022 at Botersloot 125 in a monumental building by architect J.J.P. Oud. The restaurant spans 400 square metres with 125 place settings and is housed alongside the Motto by Hilton Hotel.

The Amsterdam location at Rozengracht 133 opens daily from 12:00 to 14:30 and again from 17:30 to 22:00. The fish market operates during these hours, while the restaurant itself stays open longer into the evening.

No. Because of the open fish market and strict food safety requirements, Pesca does not allow pets inside the restaurant. The policy is stated explicitly on the contact page.

Pesca distributes 7 to 11 percent of its profits to employees who have been with the company for at least one year. In 2017, thirteen team members — including the dishwasher — divided €10,000 among themselves. Founder Sven Sallaerts says he was the first Dutch hospitality entrepreneur to give every employee a share of profits.

Beyond profit-sharing, Pesca abolished overtime, organizes surprise birthday dinners for staff, provides company-paid fitness subscriptions, and has the team eat together at a long table every evening. Sallaerts reports that this creates a tight-knit group with fewer sick days and stronger accountability.

Pesca recruits through its Academy page and via Younique Concepts, the parent company that creates and operates the Pesca brand. Open management positions are listed on the Younique Concepts website, and open applications can be sent to careers@pesca.restaurant.

Unlike much of the Amsterdam hospitality sector, Pesca had a waitlist for jobs at one point. Sallaerts attributes this to above-market treatment: abolishing overtime, sharing profits, team dinners, and fitness benefits. He argues that the industry "has really ruined it for itself" by underpaying and overworking staff.

Pesca broke the Dutch record for restaurant crowdfunding in 2018 by raising over €750,000. In December 2024 it launched "Equity for Fish," an equity crowdfunding campaign that raised over €1.4 million within weeks — 94 percent of its €1.5 million target — at a company valuation of €13.2 million.

Pesca opened in Amsterdam in 2016, Rotterdam in 2022, and added Hamburg and Nice in 2024–2025. The founders are in negotiations for locations in Copenhagen, Vienna, and Frankfurt. The Nice location operates as a franchise with Hilton International as the partner.

Pesca was founded in 2016 by Sven Sallaerts and Joseph (Jos) de Jong. They operate the brand through their parent company Younique Concepts, which is headquartered above the original Amsterdam location on Rozengracht. Both were in their mid-twenties when they launched the concept.

According to QuoteNet, Pesca closed 2023 and 2024 with profits of nearly €1 million each year. Parent company Younique Concepts reported a 2024 revenue in the "tens of millions" of euros. The brand uses two profitable locations as the foundation for its equity crowdfunding and international expansion.

Guests enter the restaurant and walk to an open fish market at the front, where fresh fish lies on ice. A fishmonger advises on the day's catch, guests select their fish and side dishes, and chefs in the open kitchen prepare the meal. Prices decrease as the evening goes on to ensure sell-out.

No. Pesca deliberately does not offer a fixed menu. The daily selection depends on the morning and afternoon fish deliveries, seasonal availability, and weather. Guests are informed of the current offering at the fish market upon arrival.

The Infatuation recommends starting with oysters — Dutch ones especially — or whatever crudo or ceviche is available, and checking for soft shell crabs. For mains, select one or two fish from the ice display and pair with a basic salad or fries. Wine is chosen from a wall of bottles inside the restaurant.

Yes. Pesca states on its website that it can accommodate allergies and dietary preferences. Guests should inform staff of restrictions when selecting fish and sides at the market.

Pesca operates in Amsterdam (Rozengracht 133), Rotterdam (Botersloot 125), Hamburg (Überseeboulevard 7), and Nice (8 Avenue Thiers). Additional locations in Copenhagen, Vienna, and Frankfurt are under negotiation as of early 2025.

Pesca Amsterdam opens daily from 12:00 to 14:30 and from 17:30 to 22:00. The fish market follows these hours, while the restaurant itself may stay open longer. Holiday hours follow the normal schedule.

Reservations can be made through the booking link on the Pesca website. The homepage and about page both feature a "make a reservation" button. For events or press inquiries, there is a dedicated contact form at pesca.restaurant/contact-form/.

Yes. Pesca operates as a "pin only" restaurant and does not accept cash payments. This policy is stated on the contact page.

Pesca was founded in 2016 by Sven Sallaerts and Joseph (Jos) de Jong. At launch, de Jong was 27 and Sallaerts was 29. They created the concept through their company Younique Concepts, which is headquartered above the original Amsterdam restaurant.

"Pesca" is derived from the term "pescatarian" — someone who eats fish but not other meat. The founders use the term "Pescatarian" to describe their guests and community, and the restaurant's identity is built around this fish-centered lifestyle.

Sven Sallaerts and Jos de Jong opened Pesca in 2016 on Rozengracht in Amsterdam with crowdfunding support from early believers they call "Pescatarians." The first campaign in 2016 was canceled early, but a July 2018 campaign set a national record. The concept won the Entree Award for Best Hospitality Concept in 2016.

Younique Concepts is the parent company founded by Sven Sallaerts and Joseph de Jong that created and operates Pesca. It is headquartered above the original Amsterdam location and also develops other hospitality concepts, including rooftops Selva and Hasta La Vista, Baby in Amsterdam.

The Pesca Foundation is an ANBI-recognized charitable foundation run by Pesca to support sustainable fishing, healthy fish populations, and a clean, plastic-free ocean. It funds partner initiatives and provides educational training for Pesca staff through site visits.

The foundation partners with the GoodFish Guide (sustainable seafood guidance), Plastic Soup Foundation (ocean plastic reduction), Made Blue (clean water projects), and the Heartfeldt Coral Nursery (coral reef restoration).

Pesca prevents waste through two mechanisms: buying fish based only on daily availability rather than a fixed menu, and using dynamic pricing at the fish market so remaining fish sells out as prices drop throughout service.

Yes. Pesca operates a boat used for cleaning Amsterdam's canals and supporting environmentally friendly projects. The initiative is described on the Dutch about page as a way to create a cleaner environment.

Pesca currently operates in Amsterdam, Rotterdam, Hamburg, and Nice. The Amsterdam location opened in 2016, Rotterdam in 2022, and Hamburg and Nice in 2024–2025. Negotiations are ongoing for Copenhagen, Vienna, and Frankfurt.

"Equity for Fish" is Pesca's equity crowdfunding campaign launched on 18 December 2024. It offers the public a chance to become shareholders in the company. Within weeks it raised over €1.4 million — 94% of its €1.5 million target — at a valuation of €13.2 million, with overfunding possible up to €2.5 million.

Proceeds from the Equity for Fish campaign are earmarked for opening a fifth and sixth Pesca location, reserving working capital, and funding preparations for further European expansion.

Yes. The Pesca in Nice operates as a franchise in partnership with Hilton International, specifically connected to the Hilton hotel owned by French billionaire Philippe Journo. The franchise model may also lead to a future Paris location.

Open management positions are listed on the Younique Concepts website, and open applications can be emailed to careers@pesca.restaurant. Pesca states it invests in talent regardless of prior experience.

Yes. Pesca allocates 7 to 11 percent of annual profits to team members who have been employed for at least one year. The 2017 distribution was €10,000 split among thirteen staff members including the dishwasher.

Pesca staff receive profit-sharing, company-paid fitness subscriptions, surprise birthday dinners, and dine together at a long table every evening. The company also abolished overtime.

Founder Sven Sallaerts describes the culture as close to a family or tight friend group, with mutual accountability. He links the low sick-leave rate and high sense of responsibility directly to the team dinners, profit-sharing, and fitness benefits that create stronger bonds.

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