Burger chains push fish for Lent: Burger King reels out Ocean Catch, sinks Whaler; has new bun, breading

Nation's Restaurant News, March 5, 1990 by Bob Seligman

Burger chains push fish for Lent

As many Catholics forsake meat in favor of fish during Lent, particularly on Fridays, several leading hamburger chains are turning to fish sandwich promotions.

White Castle and Wendy's are both using advertising and point-of-purchase materials to stimulate sales of their fish sandwiches during Lent, according to company representatives. The observance began Feb. 28 and runs through Easter Sunday, April 15.

Burger King says that on its menu boards it will feature pictures of its new Ocean Catch fish sandwich and Fish Tenders Pick 'Em Ups finger food item. The promotion is scheduled to run through April 15, but there will not be any supporting advertising.

The Ocean Catch, which was scheduled to be rolled out chainwide by the end of February, replaces the Whaler. Like that item, the Ocean Catch is a cod fillet sandwich. But it has a crispy Japanese-style breading instead of the Whaler's regular breading and comes in an oat bran bun.

Cori Zywotow, a Burger King spokeswoman, says customers can have it their way by ordering the Ocean Catch on a regular bun.

"We're constantly doing market research and meeting customer demands," Zywotow says of the new product. "Customers liked the coating more. Based on market research, we changed the product.

"We know it's Lent during that period, and more people are eating fish," she adds. "We are giving people what they want during that period."

White Castle's system-wide fish sandwich promotion is scheduled to run through March 25, according to company spokeswoman Shirley Stapleton. It includes a special offer for a fish sandwich and french fries for a suggested retail price of 99 cents, which Stapleton says represents an average savings of 30 cents.

White Castle's campaign includes 60-second radio spots and 30-second television ads. Point-of-purchase material includes a ceiling hugger, a four-color sign that Stapleton says is at least 15 inches wide and at least 7 inches high.

"It's a good way to promote our fish sandwich. Lent is a good opportunity for it," says Stapleton. "It does a significant spike in sales during that time. When you have a promotion like this, you'll attract new customers, and a percentage of them will become regular customers."

Lent triggers an increase in the availability of Wendy's fillet of fish sandwich. Denny Lynch, a Wendy's spokesman, says that 800 to 1,000 stores carry the optional item for Lent, while only 200 to 300 units carry it year round.

Wendy's says the promotions are on a regional basis. Television advertising will be in a majority of the markets selling the product.

"Most of the markets introduce it for the Lent season," Lynch says. "It is somewhat of a seasonal item. It does better in markets with a high percentage of religious people. It works much better as a promotional item."

Hardee's promotion of its fish sandwich started in early February and is scheduled to continue through the end of March. A company source says the promotion is being held because many people go on diets at the beginning of the year, and not because of Lent.

The promotion includes special sales of the fisherman's fillet and crispy fish dippers either by themselves or with french fries or a soft drink, depending upon the region. There are photographs of the items on the menu board. Television advertising is optional and determined on a regional basis.

"Many of our consumers change their eating habits after the holidays and switch to lighter eating habits," says a Hardee's source, who requested anonymity. "Fish is a product that sells well during late winter.

"In certain sections of our system, Lent is a prominent thing. In certain sections it's not," the source adds. "Lent is a religious season that has changed in the last 20 years from a strict Lent to a self-oriented season.

"The church doesn't require that you eat fish on Fridays anymore," the source continues. "A lot of older people stick to their old dietary habits. A lot of younger people don't."