FiRE + iCE expands to San Francisco's iconic Pier 39

In a significant expansion move, FiRE + iCE, a restaurant chain known for its interactive meal experience, opened its newest location at Pier 39 in San Francisco, marking its fourth establishment after Boston, Anaheim, and South Lake Tahoe. This opening brings a unique dining option to one of the most tourist-heavy locales in the United States, a location not only recognized for its dining but also for its iconic waterfront views that include the Golden Gate Bridge and Alcatraz Island. Kacee Colter, the owner, expressed enthusiasm about bringing the restaurant to San Francisco, citing the city’s diverse culture as a catalyst for this expansion. The decision to locate at Pier 39 was strategic; the brand thrives in tourist destinations and was approached by Pier 39 management for the opportunity to open a restaurant there. The location not only attracts visitors from around the country but also serves a local community that appreciates innovative dining experiences. The views from this location were specifically noted as essential to the dining atmosphere, capitalizing on the appealing backdrop of the waterfront setting. FiRE + iCE aims to provide a unique interactive experience that differentiates it from typical buffet or grill restaurants by allowing guests to create their own meals, a model designed to entice both tourists and locals alike. The restaurant caters to a wide array of dietary restrictions, ensuring accessibility for various patrons. Gluten-free options and thorough procedures for preventing cross-contamination are in place to accommodate guests with allergies. Patrons can choose from a variety of fresh ingredients, including seafood, meats, and vegetable selections, alongside gluten-free sauces, allowing guests with different dietary preferences to fully engage with the interactive dining concept without sacrificing variety or quality. The Pier 39 location underscores the brand's commitment to a diverse menu while also enhancing the San Francisco waterfront culinary scene, which has a significant focus on seafood. Kacee Colter emphasized that offering a multitude of choices, including seafood and non-seafood options, is vital to attracting a diverse clientele. With the restaurant officially opened, it stands as a new culinary destination, positioning itself as a go-to spot for both tourists and residents seeking a unique dining experience in one of San Francisco’s most emblematic locations.