DROPPED MORE THAN 21% BETWEEN MARCH OF LAST YEAR AND THIS PAST FEBRUARY. SO IT IS QUITE AN ACCOMPLISHMENT THAT THE OLDEST CONTINUOUSLY RUN RESTAURANT IN THE STATE RIGHT IN THE HEART OF DOWNTOWN SAN FRANCISCO IS ABOUT TO CELEBRATE 175 YEARS IN BUSINESS THIS WEEKEND. WE'RE TALKING ABOUTTADICH GRILL RANKED AS ONE OF THE MOST LEGENDARY RESTAURANTS IN THE WORLD. LOOK AT THE LEASE SIGNS NEXT DOOR ON CALIFORNIA STREET TO SEE THAT SURVIVAL HAS NOT BEEN A GUARANTEE AT ALL. AT LEAST TWO WELL KNOWN RESTAURANTS NEAR TADICH HAVE CLOSED THIS YEAR INCLUDING CELEBRITY SHE MICHAEL MINA'S GREEK RESTAURANT, BUT TADICL GOING STRONG. THERE'S OUR LOUREEN AYYOUB THERE WITH THE SECRET TO ITS STAYING POWER. HI! >> Reporter: YES. WE ARE HERE AT THE OLDEST RESTAURANT IN CALIFORNI GRILL. THE DINERS LOVED SEAFOOD HERE, BUT THE MANAGER TELLS ME IT'S REALLY ALL ABOUT THE CUSTOMER SERVICE. IT'S AN ICONIC SIGN FOR A BELOVED RESTAURANT. TADICH GRILL HAS BEEN SERVING DINERS IN SAN FRANCISCO SINCE THE 1800s. OWNED BY THE BULLICH FAMILY, THE CROATIAN-INSPIRED RESTAURANT AND BAR KEEPS THE MANAGER ON HIS TOES EVERY DAY. I ASKED JOSE WHAT THE MAGIC IS THAT KEEPS THE RESTAURANT SO BUSY AND HE SAID IT COMES DOWN TO ONE WORD, SERVICE. >> IF YOU TREAT THE CUSTOMER WITH NO RESPECT, EVEN THE FOOD IS OUTSTANDING, THERE'S SOMETHING MISSING IN THAT. >> Reporter: SITUATED IN THE HEART OF SAN FRANCISCO'S FINANCIAL DISTRICT, MANY DINERS ARE IN AND OUT DURING THEIR LUNCH BREAKS OR AFTER A LONG DAY'S WORK. TADICH IS FAMOUS FOR THEIR GRILLED CHILDREN OVER CHARCOAL SPECIALTIES, THEIR EUROPEAN SOUPS, AND OLD RECIPES FROM THE FAMILY'S HOMELAND, THE DALMATIAN COAST. JOSE SAYS HE'S PROUD TO UPHOLD THAT LEGACY. >> BEFORE WE THEY TAKE CARE OF THEIR CUSTOMERS AND WE CAME ALONG AND WE TAKE CARE SECOND GENERATION CUSTOMERS, THIRD GENERATION CUSTOMERS. SO THAT'S WHY ALL CUSTOMERS KEEP COMING BACK. >> Reporter: CUSTOMERS LIKE DUNCAN WHO SPENT HIS CHILDHOOD AT THE RESTAURANT. >> CAME HERE THE FIRST TIME WHEN I WAS 12 YEARS OLD. THE FOOD'S GREAT. THE FISH IS FRESH. >> Reporter: THAT FRESH FISH DUNCAN SAYS INSPIRED SOME GENEROSITY FROM OTHER DINERS WHEN DUNCAN WAS A YOUNG LAW STUDENT ON A BUDGET. >> EVERY FRIDAY AT LUNCHTIME THERE ARE A BUNCH OF LAWYERS THAT ATE HERE AND THEY BOUGHT ME LUNCH FOR 51 FRIDAYS IN A ROW. >> Reporter: HE STILL CAN'T GET ENOUGH. JOSE BELIEVES IT'S NOT JUST THE FLAVORFUL MEALS. IT'S THE COURTESY PROVIDED TO EVERY GUEST NO MATTER AGE OR BACKGROUND. >> I GET HAPPY IF I GET A SMILE. IF I DON'T, I GET GRUMPY. >> Reporter: FOR JOSE, TADICL GRILL IS THE BUSINESS OF SEAFOOD AND SMILES. NOW TO CELEBRATE 175 YEARS, THE RESTAURANT IS OFFERING BLOODY MARYs FOR ONLY $1.75 ALL MONTH LONG. >> YOU GAVE SUCH A FEEL OF THE INSTITUTION AND THE FLAVOR OF IT, THANK YOU. I HAVE TO DO THE 7:00 NEWS. I'
