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And they're off: QSR annual fish fare face-off begins

For the estimated 1.3 billion Catholics globally, Lent and its restrictions on eating land-based animal meat, begins today, as do many of the fish-based QSR LTOs. Among the offerings enticing the Vatican law-abiding Catholics this year are everything from Southern fried catfish to fish tacos — all designed to lure in Lenten sales.

March 6, 2019 by S.A. Whitehead — Food Editor, Net World Media Group

Among the nearly 2.2 billion Christians on the planet, the Vatican estimates that 1.3 billion are Catholics who — by the laws of the faith — are barred from eating land animal sources of meat this Wednesday and every Friday 

Photo: Golden Chick

thereafter during the  40-day Lenten season.

So then, why are you reading this on a website about the quick-service business? Well, simply because within that religious law lies a lot of potential business for the world's fast-food brands, which have come up with some pretty enticing ways to capture Lenten restaurant sales. 

After all, regardless of religious or political leanings, any burger- or chicken-focused brand that loses customers this time of year by not offering items to fill their food-focused spiritual needs can only blame itself.

Apparently, very few QSR brands want to be in such a group, because this website has received a constant flow of notices about an array of brands offering Lenten fish-based LTO. Some of those we learned about include:  

• A&W: Through April 19, the Lexington, Kentucky-based brand is bringing back its shrimp and cod pub-style baskets, this year with the promise of "bigger shrimp" (an oxymoron if there ever was one). 
• Arby's: This meat-maximizing brand is hawking its fish sandwiches this Lent, at a two for $5 LTO deal through the season. 
• Bojangles:Through April 19, this chain is highlighting its BojAngler fish sandwich with Cajun-seasoned Alaskan pollock, cheese and tartar sauce, served either on a bun or as two filets in a dinner platter. 
• Church's Chicken:The name might say "chicken," but during Lent Church's is all about fish, offering customers their choice of $5 Pick Your Platters, including garlic butter shrimp, shrimp and tenders, and crispy fish. All of the options come as either a platter or Fish Fry family meal. 
• Del Taco: This Mexican-inspired QSR is pushing a boozier Lenten option, with its LTO of $4 beer-battered fish tacos. Thankfully, beer didn't make the Lenten "no-no" list. 
• Golden Chick: This year, the Chick caught the catfish and is offering guests Southern fried catfish combos for $7.99. In an email to QSRweb, a brand spokeswoman said last year, this whiskery fish option was key in pushing overall brand sales up 7 percent over Lent. 
• Jack in the Box: Throughout Lent, Jack in the Box is putting $4 fish sandwich combos or $5 fish burrito combos in guests' bags to keep customers in line with Vatican law. 
• Long John Silver's: As the largest U.S. seafood QSR, Long John's tends to pull out all the stops for Lent, particularly this year during its 50th anniversary. It's offering thick-cut white fish baskets or sandwich combos for $5.99. 
• Wendy's: Participating stores in this chain are offering North Pacific cod sandwiches during Lent. 
• White Castle: The home of the Slider slips into the sea this Lent to offer a 3 for $3 LTO, featuring crab cake and fish Sliders, as well as fish-and-shrimp nibblers.

Feature photo: iStock

About S.A. Whitehead

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Pizza Marketplace and QSRweb editor Shelly Whitehead is a former newspaper and TV reporter with an affinity for telling stories about the people and innovative thinking behind great brands.