Convenience Stores Lenten Fish Copycat Marketing Challenges Restaurants

 

Chain restaurants have catered to consumers Lenten increase in fish consumption for years with “limited time offers” (LTO’s).  According to Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions® chain restaurants have set a standard for Lenten LTO’s by offering fish options while eating out. This year convenience store retailers are offering a variety of flavorful food items for consumers to enjoy during the Lenten season in a copycat like marketing positioning with fish items.

For example, Texas Born (TXB) rolled out a new line of savory limited-time offers (LTOs) that are available through the end of March. Customers looking to avoid meat on Fridays during Lent can try TXB's new fish taco for $4.40. It features baked white fish with a hint of chipotle spices, cilantro, onion and shredded lettuce on a flour tortilla, plus a drizzle of serrano aioli thanks to a partnership between TXB and Austin, Texas-based hot sauce maker Yellow Bird

The new, locally sourced menu items also include:

·         Brisket Quesabirria — Available for $5.99 each, this quesadilla is stuffed with savory brisket, a little cilantro and onion, and topped with gooey cheese.

·         Brisket Egg & Cheese Quesadilla — Available for $5.99 each, this brisket breakfast quesadilla is stuffed with savory brisket and fluffy eggs, and has a gooey cheese topping.

The hearty, on-the-go LTO meals fit with TXB's everyday goal of providing guests with fresh meals that are convenient and directly compete with restaurant-quality menu items, according to the company. This is part of the convenience store operator's larger initiative to "Leave 'em Better" by sourcing delicious, locally sourced ingredients from around Texas.

The largest global food franchiser, 7-Eleven Inc. announced that it is offering a "fin-tastic" deal for the Lenten season that has "o-fish-ally" arrived. For a limited time only, 7Rewards and Speedy Rewards loyalty program members who are looking for a meat alternative can coast to the nearest 7-Eleven, Speedway or Stripes convenience store to enjoy $2 Fish Sandwich Fridays.

In partnership with the Association of Genuine Alaska Pollock Producers, 7-Eleven offers a garlic herb wild Alaska pollock filet that is topped with American cheese and tangy tartar sauce, all served on a warm brioche bun.

For international corporate presentations, regional chain presentations, educational forums, or keynotes contact: Steven Johnson Grocerant Guru® at Tacoma, WA based Foodservice Solutions.  His extensive experience as a multi-unit restaurant operator, consultant, brand / product positioning expert, and public speaking will leave success clues for all. For more information visit GrocerantGuru.com, FoodserviceSolutions.US or call 1-253-759-7869