News

Fish Tacos gaining popularity

July 12, 2010

As more consumers crave healthier options at their favorite quick-service establishments, fish tacos have begun making their way onto menus. Long John Silver's last year was the first QSR to add fish tacos, taking a nod from the item’s sales success at other restaurants such as The Cheesecake Factory and Rubio’s.

For example, the Fresh Fish Tacos became The Cheesecake Factory’s most popular Mexican specialty item based on June sales. Rubio’s predicts it will sell 15 million fish tacos this year while opening 16 new stores, according to USA Today.

Following suit at the QSR level is El Polo Loco, which recently began testing fish tacos, the second new protein for the chain. Earlier this year, the company added grilled steak to the menu. Although the chain’s main focus is chicken, the addition of fish makes sense, according to Darren Tristano, executive vice president of foodservice consultants Technomic Inc.

"El Polo Loco is looking for momentum in terms of sales, and this is an alternative to what they’ve been selling. Even though they are mostly chicken, there are no rules anymore," he said.

Taco Bell plans to test fish tacos beginning in 2011, perhaps building on the sales momentum of its Yum! Brands counterpart Long John Silver’s, which uses tilapia to keep the price point reasonable. Taco Bell also had a successful shrimp taco LTO this spring.

“There has been a lot of success with fish tacos and a good penetration, especially on the West Coast," Tristano said. "Also, we’re increasingly seeing casual dining places — both Mexican and others — adding fish tacos to their menus. I think what's happening is people are looking for healthier alternatives and a grilled fish taco fits."

Although fish tends to have a healthier profile than red meat, there are other appealing factors in adding it to the menu; namely it's something different.

"I think people are looking for new flavor profiles. Fish tacos have a great appeal in terms of flavor and healthfulness, and they are something different," Tristano said. "I think we all know what we want in our burgers, but who doesn’t want to try something new?"