Roger Berkowitz Since taking over the family business in 1992, Berkowitz has turned Legal Sea Foods into a restaurant empire. He's most known for his restaurant's creative tongue-in-cheek advertising. A union took offense to ads placed on MBTA cars that said, 'This conductor has a face that looks like a halibut.' Berkowitz apologized, saying, 'We should have never, ever said, &#145;This conductor has a face like a halibut,&#146; when the truth is, most conductors don&#146;t look anything at all like halibuts. Some look more like groupers or flounders. I&#146;ve even seen a few who closely resemble catfish. And there&#146;s one conductor on the Green Line that looks remarkably like a hammerhead shark.&#146;&#146;