Arby’s takes on McDonald’s Filet-O-Fish in Lent ads

Published on
February 18, 2020

Fast food franchise Arby’s is taking advantage of the Lenten season by poking fun at McDonald’s Filet-O-Fish sandwich in its marketing.

Arby’s recently rolled out two fish sandwiches: Fish ’N Cheddar and Crispy Fish. The new ad campaign for the offerings compares McDonald’s Filet-O-Fish to Arby’s larger fish sandwiches — without mentioning McDonald’s by name.

Arby’s sandwiches are two for USD 6 (EUR 5.55), while the Filet-O-Fish is priced at “Oops, there goes … who cares anyway,” a narrator says in an ad on the chain’s website.

Another Arby’s ad declares: "When you see them next to each other, it almost doesn't seem fair.”

Arby’s isn’t the only U.S. fast food chain launching special seafood dishes for Lent. Southern chain Bojangles has also announced a Lenten special – its BojAngler fish sandwich, back for a limited time. The sandwich features wild Alaskan pollock with cheese and tartar sauce, the company said.

“Southerners have high standards when it comes to seafood, so we at Bojangles’ make sure the BojAngler is off the scales,” Bojangles’ Vice President of Menu and Culinary Innovation Chef Marshall Scarborough said in a press release. “There are plenty of fish sandwiches in the sea, but this sandwich boasts what others cannot: that one-of-a-kind Bojangles’ flavor that leaves you craving more.”

The BojAngler is available both a la carte and as a dinner platter, which includes two fish filets with two home-style fixin’s, a made-from-scratch buttermilk biscuit, and a 22-ounce Legendary Iced Tea or other drink.

Captain D’s, Long John Silver’s, and Quiznos have also launched specials for Lent.

Long John Silver’s is offering several specials throughout the Lenten season, including all-you-can-eat fried fish, chicken, and sides starting at USD 7.99 (EUR 7.36). The offer, running from 17 February through 25 February, is coupled “with an exciting sea-prise” at participating locations, the chain said in a press release.

Throughout Lent, Long John Silver’s customers can also get “2 for USD 6.00 (EUR 5.53) Mix & Match,” which allows diners to mix and match dishes such as five-piece fried shrimp, two crab cakes, two-piece wild, fried Alaska pollock, and three-piece.

Captain D’s is offering Double Dozen Shrimp, a lightly battered new shrimp, in three variations: Fish and Dozen shrimp, featuring a piece of its Signature Batter Dipped Fish and a dozen shrimp, two sides, and Hush Puppies; Double Dozen Shrimp, which includes 24 shrimp, two sides, and Hush Puppies; and Double Down, which includes 24 pieces of shrimp, two pieces of Signature Batter Dipped Fish, two sides, and Hush Puppies.

Photo courtesy of Arby's

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