Love, seafood in the air

U.S. grocery stores and restaurants recognize that Valentine’s Day is an ideal time to sell more seafood such as lobster tails and are running unique surf-and-turf promotions.

Valentine’s Day is, in fact, the third most popular dining out occasion of the year in the Unites States, trailing only birthdays and Mother’s Day.

Winn-Dixie Stores in Jacksonville, Fla., has gone all out with a microsite,, that features step-by-step instructions for preparing its “Valentine’s Surf & Turf Meal.” The ingredients for the meal — including steak, lobster, baked potatoes and chocolate-covered strawberries — are also grouped together in “What’s for Dinner” display cases in Winn-Dixie supermarkets.

The retailer is selling the 4-ounce coldwater lobster tails for USD 6.99 each through 14 February.

“With Valentine’s Day falling on a Tuesday, many lovers are likely to celebrate at home this year. Winn-Dixie offers guests an affordable alternative to crowded, expensive restaurants,” Winn-Dixie spokesperson Eric Barnes told SeafoodSource. 

While Winn-Dixie typically runs Valentine’s Day promotions, this is the first year that the retailer is featuring its executive chef preparing the meal and dedicating a website to the campaign.

“Guests can scan the QR code found in the ‘What’s for Dinner’ case to access the ‘Give Love’ microsite, where the meal preparation video will be featured, along with other helpful Valentine’s tips,” said Barnes.

Restaurants are also trying to snare their share of seafood sales this Valentine’s Day with similar surf-and-turf promotions. Bonefish Grill is offering a “Grilled Steak & Lobster Duet” through 20 February. The meal costs USD 21.90 and includes a coldwater lobster tail, a 6-ounce sirloin, vegetables and a side.

Outback Steakhouse has also stepped up marketing of its Steak and Seafood Mixed Grill, which features sirloin and grilled shrimp kabobs, for USD 12.99.

Fine-dining restaurants are also getting creative with Valentine’s Day and seafood marketing; 3030 Ocean Restaurant in Fort Lauderdale, Fla., for example, is touting special tasting menus for Valentine’s Day. The menus include entrées such as Maine Diver Scallops with Gnocchi & Wild Mushrooms and Local Swordfish & Warm Heirloom Tomato, and start at USD 80 per person for six courses.


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