In 1979 Lenny and Joe Goldberg were just two brothers in their 20s with an inextinguishable desire to create a tale of their own.
It’s one that has now spanned 45 years.
Their story, known as Lenny and Joe’s Fish Tale, began as an unassuming four-table seasonal seafood shack on the corner of Route 1 in Madison. Originally known as a limited-service restaurant with the name Fishtale until 1981, the little roadside seafood shack quickly grew into a hotspot for seafood lovers.
“When Lenny and I started we used to joke that if we had to deal with a jerk for a boss, we might as well work for the biggest jerks we know, ourselves,” co-owner Joe Goldberg said. “Little did we know, it would turn into this amazing career, something we couldn’t have even dreamed of back in 1979.”
After serving fresh seafood dishes for a couple years, the brothers upgraded their Madison location by adding more picnic tables, replacing the shack in 1989 with a more “modern drive-in” and adding an outdoor pavilion, summer ice cream shack and their famous Charity Carousel in 1999. During this time they also opened up their second home in Clinton, which they soon left for their bigger and current location in Westbrook.
It didn’t take long for the brothers to realize they had reeled in something bigger than the fish they caught.
“When we first started, there was one Saturday in July when we were all of a sudden packed and busy, and I said to myself that this is really going to happen, we’re really going to be successful,” co-owner and brother Lenny Goldberg said. “Now between the two locations we serve about 10,000 people a week during the summer.”
Before opening up Lenny and Joe’s Fish Tale, post-college Lenny Goldberg worked in a seafood restaurant up in the north shore of Massachusetts to gain some experience. There, he learned the inner workings of the service industry such as how to prepare fresh seafood and the kind of values he would like for his own place.
“We thought that to be successful, we needed to focus on these things: the best and freshest product available, be customer oriented, take care of our employees, provide friendly service and have reasonable prices,” Lenny Goldberg said. “And this is what we still focus on 45 years later.”
Seemingly overnight, lines began snaking around the building as customers became tantalized by the warm aroma of the seafood haven. Those waiting in these lines may request the signature fresh lobster rolls, stuffed with 100% premium lobster meat and on a hot buttered New England Dog Bun. Other standouts for customers include the steamed PEI mussels, creamy lobster bisque, fresh oysters and the shrimp cocktails. Whether it be broiled, baked or sauteed, Lenny and Joe’s seafood has a variety of mouthwatering seafood plates that satisfy the taste buds of kids and adults.
“It’s incredibly heartwarming to see children and even grandchildren of our original customers dining with us. We’re not just serving food; we’re creating memories that families cherish for generations” Joe Goldberg said. “These loyal customers are more than patrons, they’re an extended family.”
From the reunions of former employees reminiscing about their experiences, to customers recounting childhood visits and rides on the carousel, these are just a few of the cherished memories the brothers have from throughout the years. The sight of people wearing the old style or new style Fish Tale T-shirts, there is a sense of pride that the once small seafood shack has made a big impact on everyone, the brothers say.
The Goldberg brothers remember first launching the “magical” Charity Carousel, which not only serves as a joyous memory for customers but is a carousel that has helped raise over $1.2 million to charity through ride proceeds. “We also sponsor events, organizations, and local programs, and award $8,000 yearly in scholarships to deserving high school seniors. It’s a privilege to be part of something that makes such a positive impact in our local communities,” Joe Goldberg said.
Similar to how the brothers see Lenny and Joe’s as more than a business and more as their legacy and home, many of their employees see it as the same way. The owners say that many of their original employees from the 80s and 90s now have their grandchildren joining the team. “It’s incredible to see families with three generations or even six members who’ve all been part of Lenny and Joe’s family. It’s more than just work; it’s about building relationships that span generations,” Joe Goldberg said.
“In 1979, Lenny and I didn’t just open a seafood shack; we launched a dream,” Joe Goldberg said. “We poured our hearts into crafting a founding pledge, agonizing, and meticulously choosing each word to reflect our commitment.”
For those perusing through menus of various seafood restaurants by the Connecticut shoreline after a tiring beach day, many before you have treated themselves to a Lenny and Joe’s favorite: The famous hot buttered lobster roll.
Lenny and Joe’s Fish Tale, open Sunday to Thursdays 11:30 a.m.-8:30 p.m., Friday to Saturday 11:30 a.m.-9 p.m., located in Madison and Westbrook, off of Route 1; Lenny and Joe’s Fish Tale.
