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Scal1024 is right on target. Gravino has had no competition, and is really not ready to start now. Contrary to duke02889's assessment, Iggy's does not enjoy the "great reputation" you credit them for, and has the name recognition only because of their intense marketing.
I don't know where the seawall comes into play. That's the stone structure bordering the parking lot. Where Gravino is now, and the new Mrs. Gus's will be, the last few hundred feet of Oakland Beach Avenue, is known among old-timers as The Midway, probably so named for the amusement features that once thrived there.
Bring on Mrs. Gus's Doughboys! I'd love a cup of chowder and a few clam cakes that I didn't buy because of marketing, but more about product.
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