"Idaki Gokochi wa Ika ga" centers on the life of Gokochi Idaki, a young man who unexpectedly inherits a struggling izakaya (Japanese pub) from his late grandfather. The story unfolds in a small, rural town where the izakaya, named "Ika ga," is a local institution but has fallen on hard times due to competition and changing tastes. Gokochi, who initially has no experience in running a business or cooking, must navigate the challenges of revitalizing the establishment while honoring his grandfather's legacy.

The narrative explores Gokochi's journey as he learns the intricacies of managing the izakaya, from sourcing fresh ingredients to creating new dishes that appeal to both traditional and modern palates. Along the way, he encounters a diverse cast of characters, including loyal customers, rival business owners, and local fishermen who supply the izakaya with fresh seafood. These interactions highlight the importance of community and the role of small businesses in preserving cultural traditions.

Key characters include Gokochi's childhood friend, Miko, who becomes his confidante and helps him navigate the emotional and practical challenges of running the izakaya. There is also Tetsuo, a gruff but skilled chef who reluctantly agrees to mentor Gokochi, and Yumi, a young waitress with a passion for hospitality who becomes an integral part of the team. The antagonist, a corporate restaurant chain owner, represents the broader threat to local businesses, adding tension and stakes to Gokochi's efforts.

The plot balances moments of humor, drama, and introspection as Gokochi grows into his role as the izakaya's proprietor. Themes of perseverance, tradition versus innovation, and the value of community are woven throughout the story. The manga also delves into the culinary aspects of running an izakaya, with detailed depictions of food preparation and the cultural significance of Japanese cuisine. Through Gokochi's trials and triumphs, "Idaki Gokochi wa Ika ga" offers a heartfelt exploration of resilience and the enduring spirit of small-town life.