The number of limited time offers (LTOs) featuring seafood has dropped at U.S. restaurants since Covid-19 and particularly decreased last year.
Speaking at the 2026 Global Seafood Market Conference, which took place in Hollywood, Florida, U.S.A., from 18 to 22 January, Datassential Senior Vice President of Customer Experience Kelley Fechner said this trend has paradoxically played out as American consumer concerns about the economy have risen, with 66 percent of low-income consumers saying they can’t afford for prices to go up any more, 53 percent of middle-income consumers saying the same, and 40 percent of high-income consumers also agreeing.
Restaurants are still serving seafood generally – with 67 percent of all restaurants menuing fish options and 49 percent offering shellfish – but there were only 88 seafood entree LTOs in 2025, compared to 200 or more between 2017 and 2019, Fechner said. Among those 2025 LTOs, there were 14 fewer shrimp promotions, 13 fewer salmon promotions, six fewer lobster promos, and five fewer crab LTOs year over year.
“Lobster promos were cut in half at the major chains,” she said. “So, how do you get consumers to get excited about seafood if we are not talking to them and those LTO promotions are not about seafood?”
With consumer anxieties about the economy heightening, there are numerous opportunities for seafood LTOs in restaurants, according to Fechner.
To determine which LTOs might work best, Datassential surveyed consumers about the top LTOs from 300 major restaurant chains and discovered which seafood offerings they considered to be the best value.
Sixty percent of consumers said they would buy Red Lobster’s Mariner’s Seafood Boil, which includes a Maine lobster tail, a dozen shrimp, crab legs, corn, and red potatoes for USD 49.99 (EUR 42). They rated the LTO three out of five stars in terms of the value they would get.
Similarly, 63 percent of Americans said they would buy Captain D’s Fish, Lobster Bites, and Fries for USD 5.99 (EUR 5.05), while 75 percent said they believe the deal is a great value.
According to the survey, consumers also perceive Captain D’s seafood platter, which includes two pieces of breaded catfish, five butterfly shrimp, two stuffed crab shells, popcorn shrimp, and a choice of two sides and hush puppies for USD 14.99 (EUR 12.60), to be a great value. Over 65 percent of those surveyed said they would visit the restaurant just to buy that special.
Consumers also gave high value ratings for quick-service restaurant (QSR) fish sandwiches – particularly when they were priced under USD 6.00 (EUR 5.05). In 2025, those included Burger King’s Fiery Big Fish Sandwich, Wendy’s Crispy Panko Fish Sandwich, and Checkers and Rally’s Crispy Fish Sandwich.
Value ratings declined, however, when fish sandwich prices ranged from USD 6.00 to USD 10 (EUR 8.40).
Taking all of that data into account, Fechner said major QSR chains that feature chicken wraps should also consider offering seafood wraps. The last LTO seafood wrap was a Cajun Shrimp Wrap from Tropical Smoothie Cafe in 2022, Fechner said.
Chicken restaurant chains in general should also menu more seafood, Fechner opined.
Popeye’s, Champs Chicken, and Golden Chick are the only chicken-focused chains with 200 or more locations that have shrimp on the menu as a permanent item, while only Champs Chicken, Chicken Express, and Golden Chick have fish on the menu year-round.
“Let’s build a world where chicken restaurants have to have fish, especially as we see seafood-forward chains have chicken on the menu and are promoting it,” Fechner said.
Restaurant operators can also compete with chicken restaurant chains by introducing innovative dipping sauces paired with seafood dishes, she said.
According to Datassential data, garlic, lemon, avocado, cilantro, butter, lime, coconut, and curry are the top flavors offered with shrimp dishes, while trending flavors within shrimp dishes include Panang, green curry, chili flakes, red curry, Thai basil, bang bang, vodka sauce, sweet soy, and chili garlic.
Restaurants can also attract guests, especially younger generations, by offering sushi.
While 45 percent of consumers overall love or like sushi, 55 percent of Generation Z and 52 percent of millennials say they love or like sushi, according to Datassential. Plus, 77 percent of consumers of all age groups who have tried sushi say they love it.
Seafood is also a great fit for the “little treat culture,” in which Americans spend money on little luxuries such as a USD 10 beverage from a coffee shop. In fact, 89 percent of consumers indulge in a “little treat” food or beverage at least once a week, Fechner said.
