Seafood, particularly from Alaska, is featured prominently on major U.S. restaurant chain menus – such as McDonald’s, Jack in the Box, and Taco John’s – during this year’s Lenten season, which runs from 5 March to 17 April.
McDonald’s heavily promotes its Filet-O-Fish sandwich, made from Alaska pollock, every Lenten season, but Jack in the Box’s limited-time Fish Sandwich, also made with Alaska pollock, has been a fan favorite year after year, too, Jack in the Box Vice President of Product Marketing and Culinary Innovation Anna Gabele told SeafoodSource.
“We’ve seen strong demand, and sales have remained steady, with growth in some markets,” Gabele said.
Compared to other seafood limited-time offers [LTOs], the crispy Alaska pollock sandwich performs well – especially during Lent when demand for seafood options is high, Gabele explained.
"It’s a smart addition to our lineup, giving guests more variety while reinforcing our commitment to fresh, crave-worthy choices,” she said.
Gabele said she believes Jack in the Box’s Fish Sandwich is successful because the pollock, supplied by Seattle, Washington, U.S.A.-based Trident Seafoods, is high quality and the price is right.
“Pollock remains one of the most affordable, premium whitefish options out there, which helps us serve up our delicious fish sandwiches – starting at just USD 2.99 [EUR 2.86] – without breaking the bank for our guests,” she said. “Pollock prices have seen some fluctuations due to factors like supply chain dynamics and global demand, but thanks to our strong supplier relationships and commitment to value, we continue to bring our guests a high-quality fish option at a price that makes sense.”
In addition to the Fish Sandwich, Jack in the Box is testing a Fish & Chips option at its restaurant in Bakersfield, California, U.S.A.
“Featuring our crispy, wild-caught Alaska pollock alongside classic fries, this test item brings a fresh twist to a fan favorite,” Gabele said.
Among other major chains utilizing Alaska pollock in LTOs are Dairy Queen, with its Wild Alaska Fish Sandwich; White Castle, which is sporting a Panko Fish Slider; and Sonic Drive-In, which is marketing a Fish Sandwich.
Besides pollock, several other Alaska seafood species are featured in this year’s Lent LTO offerings.
Popeyes is using flounder in its Fish Sandwich Deluxe, while Freddy’s Frozen Custard & Steakburgers also features flounder in its Crispy Fish Sandwich.
Taco John’s, which operates nearly 400 restaurants nationwide, has used Alaska flounder, supplied by Brunswick, Georgia, U.S.A.-based King & Prince Seafood Corp., in its LTO Fish Tacos since 2022.
“Taco John's guests rave about the quality of the fish tacos, so we keep bringing it back. It’s the perfect menu item for this time of year,” Taco John’s Chief Marketing Officer Kevin Flaherty said.
Last year, the company added a new Fiesta sauce to its fish tacos and will utilize it again.
“Fiesta sauce adds a creamy, savory taste that complements the flaky white fish,” Flaherty said.
Meanwhile, Nordstrom Marketplace Café is featuring such dishes as Alaska Salmon Nicoise, Blackened Alaska Salmon Salad, and Alaska Salmon Oscar; Bob Evans is promoting a Fish Fry and Fish Sandwich made with Alaska cod; Crabby Mikes is highlighting Alaska snow crab legs, pollock, and flounder; and Foster’s Freeze is debuting Alaska Cod Fish Filet and Alaska Cod Fish & Chips offerings.
Washington seafood restaurant chain Ivar’s is using several different Alaska seafood items in multiple menu items, Corte Madera, California-based Pacific Catch is featuring Alaska Cod Tacos, Wahoo’s Fish Taco has multiple menu items that include flounder and salmon, and Wienerschnitzel is highlighting Sea Dog and Fish & Chips made with Alaska pollock.
Many of these major restaurant chains partner with the Alaska Seafood Marketing Institute (ASMI) on the successful LTO Lent offerings, as well as throughout the year on other promotions.
“Seafood consumption has been on the rise as more consumers look for high-quality, sustainable protein options – especially during Lent. To meet this demand, restaurants have expanded their seafood offerings, with many featuring wild Alaska seafood,” ASMI Domestic Marketing Manager Leah Kraft told SeafoodSource.
ASMI research found that 54 percent of consumers prefer wild-caught, sustainable seafood over farmed seafood, and more than 74 percent of consumers wish they ate seafood more often. As a result, the Lenten season is not only a major sales driver but also an important time to introduce more consumers to Alaska seafood, according to Kraft, which helps to reinforce “its appeal beyond Lent and build long-term demand.”
