Food Management: Checkers & Rally's Launches Fish-Centric Limited Time Offers During Lent

The Lent season can renew a brand's seafood revenue stream and in order to attract the Lent consumer many restaurants are finding new and innovative ways to prepare and present fried fish. Food Management examined the issue in a recent article.

According to Datassential, nearly 60 percent of all fish sandwich, LTO's, and new items are introduced during February and March, right before the 40 days where millions who observe Lent abstain from eating meat. Checkers and Rally's restaurants will roll out a new fish LTO for Lent. The Tampa-based franchise brand will offer a new Alaskan pollack with a batter infused with a pale ale, developed by Ryan Joy, the brand's senior director of research & development, who told Food Management that fish is a "huge traffic driver" during the Lenten season, noting sales are especially strong on Fridays.

Joy also told Food Management the new LTO taps into the emerging craft beer trend, as well as a resurgence of fish and chips.