f you wanted to hide a great place to eat lobster, you’d follow the lead of the Menemsha Fish Market. First you’d make the place look, feel, act, and smell like a fish market. You’d ditch the tables, lose the chairs, and sell a large selection of oysters, scallops, and raw or smoked fish. Then you’d move the eating area outside. You’d put it on a small stoop, where people would sit on slatted benches and retired lobster traps. Finally, to really throw customers off—especially those who already knew the place also sold chowder and bisque—you’d change the name. Skidmore