McDonald’s UK is buying significantly more pollock for its new Double Filet-O-Fish, which it launched at its more than 1,560 restaurants nationwide on 1 July.
The Double Filet-O-Fish has “twice the taste and two delicious pollock fish patties in crispy breadcrumbs, melted cheese, and creamy tartar sauce,” McDonald’s UK said.
The sandwich is going for GBP 5.29 (USD 7.20, EUR 6.14) or for GBP 7.39 (USD 10.06, EUR 8.58) as part of a value meal.
To promote the new sandwich, McDonald’s brought back its previously dormant Facebook group, “The Filet-O-Fish Facebook Society of 2012,” which was created 13 years ago to unite fans of the sandwich around the world. In just a week since the company relaunched the group, it has accrued over 6,400 members “after fans flooded there in their schools, sharing fin-tastic anecdotes about their love of The Filet-O-Fish,” the restaurant chain said.
The company also brought its vintage marketing character, Phil A. O’Fish, out of retirement 50 years after he was created. McDonald’s will select a fan to take over Phil’s role as the administrator of the Facebook group.
McDonald’s U.S. restaurants utilize Alaska pollock for their Filet-O-Fish sandwiches, and the company heavily promoted the sandwich during this year’s Lenten season, which resulted in increased seafood sales at both restaurants and retail stores.
“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,” Alaska Seafood Marketing Institute Domestic Marketing Manager Leah Kraft told SeafoodSource earlier this year.
