I was driving down the street to get to a story last Friday when I saw the local McDonald's [ MCD 66.07 
+0.14 (+0.21%) ] promote "Filet-o-Fish Fridays" for $1.29. Wow! I thought, that's a steal! Then across the street at Jack in the Box[ JBX 23.12 +0.09 (+0.39%) ] , I saw a sign advertising two fish sandwiches for $3. Wow! Not bad!
Except I never eat fast food fish sandwiches. Who does? They never appear to be big sellers. Could it be that restaurants are promoting fish as a cheaper alternative to burgers in this down economy?
No. Turns out it has to do with religion.
During Lent, the period from Ash Wednesday until Palm Sunday, many Christians—especially Catholics—give up red meat, at least on Fridays. I was raised a good Lutheran, so sacrificing something for Lent is kind of optional (very Protestant). Several fast food companies tell us they are boosting their fish offerings because there's a noticeable market for it right now. "Every time this year we promote fish," says McDonald's spokeswoman Danya Proud. Katie Boylan at Burger King [ BKC 19.56 +0.05 (+0.26%) ] tells us that "Burger King is not advertising the BK Big Fish nationally, but some markets make local advertising investments...during Lent." One district manager for BK in the southwest says fish sandwich sales double, even triple, during Lent, and "our chicken sales pick up, too."
And Wendy's [ WEN 4.86 +0.03 (+0.62%) ] tells us this is the only time of year it offers a fish sandwich. "We feature high quality northern Pacific cod with a light panko breading," says Bob Bertini. Eat it while you can...
Restaurants from Hooters to Der Weinerschnitzel promote beef-less products this time of year. The Las Cruces Sun-News in New Mexico reports that the local Red Lobster [ DRI 42.60 +0.16 (+0.38%) ] restaurant has to bring in extra staff on Fridays during Lent. "Absolutely, we see more people come in," Jason Parkins tells the paper. "A lot of people are eating seafood." I had no idea.
As for me, this Lent I gave up something far more sacrificial than beef. I gave up alcohol. Believe me, the local BevMo is feeling the pain.
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