Dial or order online?

That was the rationale behind the inception of delivery service two weeks ago at the Halsted Street Fishmarket. Called Dial-a-fish, it is the latest aspect of the five-year-old restaurant, which has an 80-seat dining room, a rooftop patio, a take-out counter and a fresh seafood market.
Throughout the country independent operators are adding separate profit centers to supplement their primary restaurant businesses. In many cities leading restaurants--the Colony in Sarasota, Fla., for example, and Oscar Taylor's in Phoenix--have takeout shops featuring fresh and prepared foods.
Take-out shops and concepts such as Halsted's new delivery service are addressing a rising consumer demand for convenience--a phenomenon that is also helping boost fast-food and leading some pizza, burger and chicken fast feeders to add delivery service.
Arnie Pinkus, owner of the Halsted Street Fishmarket, which had sales of $1.1 million in 1983 (85% of which came from the restaurant), says he expects Dial-a-Fish to raise total sales by 10% to 20% next year with only a minimal increase in his 24% labor costs and 44% food and beverage costs.

Ordering online was the best and fresh