By Annie Gasparro
Fast-food chains are working harder this year to capitalize on
the Catholic tradition of eating fish during Lent, as seasonal
promotions become more crucial in the competitive landscape.
More restaurants are advertising fish sandwiches, and the
traditional leaders, like McDonald's Corp. (MCD), are getting more
innovative with their offerings.
McDonald's typically times the promotion of its classic fish
filet sandwich with the six weeks of Lent, to take advantage of
Catholics who don't eat red meat or poultry on Fridays--or some
during the entirety of the season.
But this year, McDonald's came out with new Fish McBites, a
seemingly odd twist on its chicken poppers. The company credited
the menu addition for helping McDonald's achieve
better-than-expected results in the U.S. in February.
"My instinct is that more people are spending more media dollars
and competitive activity promoting fish products this year," said
Russ Klein, chief marketing officer of Arby's Restaurant Group.
"The industry has been somewhat sluggish in the past several
months, and in that sense, it does, in fact, become a [market]
share game."
Arby's put more advertising behind its "Reel Big Fillet" this
year, beginning in January. "You can't be a modern-day sandwich
shop and not have a fish sandwich during Lent," Mr. Klein said. But
it had to differentiate itself, so it decided to use the "fresh"
and "generous portions" mantra that it has used for the broader
brand.
In the first 12 days of Lent, Arby's corporate stores were
selling more food than last year, and the fish sandwich made up 13%
of total sales compared with 8% the prior year.
Wendy's Co. (WEN) also went with the premium angle, advertising
100% cod fillets.
"You have more people doing development, investing and competing
in the space," said Jonathan Marek, senior vice president with APT,
leading its retail and restaurant practice. Fish is trendy right
now, whether that be because of the Lenten season or a broader
health halo around it. "And everyone wants to be trendy," he
said.
Even waiter-service restaurants like Chili's Grill & Bar and
IHOP, which are owned by Brinker International Inc. (EAT) and
DineEquity Inc. (DIN), are promoting fish during the season.
Chili's recently came out with a new mango tilapia and IHOP added a
tilapia Florentine to its menu.
"People are trying to do what they do best in the context of
fish," Mr. Klein said. "It's important to stay in sight of who you
are, even when you're introducing something new."
Popeye's Louisiana Kitchen, better known for fried chicken, put
a cajun spin on the fish market. The chain, a division of AFC
Enterprises Inc. (AFCE), is offering popcorn shrimp and a shrimp
po'boy. Meanwhile, Burger King Worldwide Inc. (BKW) advertised its
fish sandwich with the focus on value--two for $5.
Tropical Smoothie Cafe, which began pushing to sell more food
about five years ago, came out with fish tacos for Lent.
"We are being relevant to what consumers are looking in us ... a
'better-for-you' brand," said Chief Executive Mike Rotondo. "Our
fish tacos are on trend with that. They aren't fried."
The chain launched them in January, and says they are the No.
1-selling food item on the menu. Although it will take them off the
menu March 31 with the conclusion of Lent, it could bring them back
permanently.
Chains that find success with new fish offerings will likely
consider keeping them or bringing them back occasionally, even if
the advertising levels seen during Lent isn't revived.
Write to Annie Gasparro at annie.gasparro@dowjones.com
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