San Francisco's Pier 39 Welcomes Newest Waterfront Restaurant, FiRE + iCE

Forbes

18-07-2025

Hoison Pork
Pier 39—one of San Francisco's most iconic and tourist-friendly destinations—has just welcomed its newest addition to the waterfront dining scene: FiRE + iCE. The San Francisco location marks the brand's fourth outpost, joining established restaurants in Boston, Anaheim, and South Lake Tahoe.
Founded on the idea that food should be both fun and inclusive, FiRE + iCE is a unique a choose-your-own-culinary-adventure where diners can build meals that reflect their tastes, dietary preferences, and level of adventurousness. Diners get to customize each plate from an endless selection of ingredients before handing it off to a skilled grill master who brings their vision to life.
How does it work? You grab a bowl; fill it with your choice of ingredients which range from seafood and meats to fresh vegetables and noodles; choose from a large selection of sauces; and have the grill master cook it all up.
Shrimp stir fry
Now officially open, the interactive restaurant invites guests to craft their own culinary creations in a lively, open-kitchen setting with stunning bay views that include Alcatraz and the Golden Gate Bridge as the backdrop.
'Bringing FiRE + iCE to San Francisco has been a dream come true,' said owner Kacee Colter. 'This city's diverse culture and love for innovative dining make it the perfect backdrop for our unique concept.'
We chatted with Colter on this exciting new opening, what first-time diner can expect from the experience and more. Here's what she had to say.
What inspired the brand to bring FiRE + iCE to San Francisco, and why was Pier 39 the ideal location for your fourth restaurant?
The FiRE + iCE model thrives in tourist markets, so when PIER 39 approached us about opening a location, we were thrilled about the opportunity. PIER 39 is one of the most iconic and heavily visited tourist destinations in the country, so we knew it would be the perfect place for us to expand. What truly sealed the deal was seeing the space in person. When we walked in, we were completely blown away by the panoramic waterfront views.
Ribbon cutting at Pier 39
Does this location stand out from the others in any unique ways?
The panoramic waterfront views make this location stand out from the others. Being right on the San Francisco Bay offers an atmosphere you can't replicate elsewhere. It is such an iconic part of the city's identity, both for locals and tourists, so having a presence right on the water, I think, really amplifies the experience.
With so many customizable options, how does FiRE + iCE ensure that guests with dietary restrictions — from vegan to gluten-free — still get the whole interactive and indulgent experience?
We want each guest to enjoy the whole interactive and indulgent experience FiRE + iCE has to offer, so we take dietary restrictions very seriously. If someone has a food allergy or specific dietary restriction, it's important that they inform their server.
We offer a variety of vegan and gluten-free items here at FiRE + iCE San Francisco. For our gluten-free guests, we have a variety of raw vegetables and unseasoned proteins that are gluten-free. Plus, we even have specific gluten-free sauces!
Additional gluten-free options include rice noodles and steamed white rice. For our vegan and vegetarian guests, in addition to our diverse selection of fresh vegetables, we offer fruits, grains, and vegetarian proteins like tofu, ensuring there's an option for everyone.
The grill
After guests with allergies and/or dietary restrictions make their selections, their meal will be prepared separately in our kitchen following all procedures and best practices to avoid cross-contamination.
What can first-time diners expect from the create-your-own-meal concept, and how does it differ from traditional buffet or grill restaurants?
For those visiting us for the first time, it may be overwhelming to see the endless array of possible combinations, so don't be afraid to play it safe your first or second time and then get creative and start experimenting. While our guests have the freedom to explore and try new things, we do have a recipes page on our website to help guide selections.
Our variety of cuisine and all-you-can-eat aspect set us apart from other buffets or grill restaurants. Guests can enjoy a stir-fry as their first dish and then create a pasta dish or tacos after.
With views of the Golden Gate Bridge and Alcatraz Island, how did the design of this location reflect both the brand and the spirit of San Francisco's waterfront?
The FiRE + iCE brand is very vibrant and playful, which is reflected in the bright red and blue tones throughout the restaurant. The grill is also an integral, central part of our dining experience, but with the fantastic views this location offers, we wanted to ensure each had their moment to shine.
Assembly line
How do you see FiRE + iCE contributing to the evolving culinary identity of Fisherman's Wharf, especially for locals who may not often dine in this tourist-heavy area?
What makes FiRE + iCE so special is that there's something for everyone. Fisherman's Wharf's culinary scene is primarily seafood, so we wanted to make sure this location has a variety of fresh seafood options like salmon, clams, scallops, mussels, etc.
However, not everyone dining in this area enjoys seafood, so having a restaurant with options for every type of palate is an essential part of attracting both locals and tourists. That is what makes us a great spot for group dining — whether it's a tour group or corporate event, even the pickiest of eaters in the group will leave feeling happy and full.