Lenten obligation helps restaurants rake in the clams.(PAGE ONE)

0 Comments | Washington Times, The, March, 2007

Byline: Jen Haberkorn, THE WASHINGTON TIMES Lent, the 40 days before Easter observed by Christians, can mean big bucks for fishy businesses. Seafood restaurants, whether fast-food or white tablecloth, rake in the clams during the season, especially on Fridays, when Catholics are supposed to abstain from meat.

Long John Silver's, the largest seafood chain in the country, does about one-third of its annual business during Lent. "It's quite important," said Keith Botner, marketing manager for Long John Silver's. "We use this six- to seven-week time frame to hit home on our brand positioning." Traditionally, Catholics have eaten fish, instead of meat, as a form of sacrifice. Combine that with the statistic from the National Restaurant Association that the...