Lenten Marketing Trends for Restaurant Operators

Lent is a 40-day opportunity – this year spanning March 5 to April 17 – to elevate your menu with seafood and plant-forward options that appeal to a wide range of diners. These menu enhancements can increase versatility, covering all dayparts and segments from QSRs to fine dining.

SEAFOOD SELECTIONS: Tap Into a Profitable Protein

Seafood consumption continues to thrive, even amidst inflation, thanks to its alignment with health-conscious eating trends.

Did You Know?*

• 85% of menus feature seafood, making it the fourth most common protein.
• 20% of consumers increased their seafood consumption last year across all generations.
• 76% of consumers recognize seafood as a healthy protein option, with one-fifth eating it more often in place of meat.

For restaurant operators, this means more opportunities to craft creative and profitable dishes that cater to adventurous, health-conscious diners. In fact, more than one-third of operators have reported increased seafood sales in the past year, translating into greater foot traffic and higher overall revenue.

Top Seafood Trends to Watch:*

• While seafood is traditionally a dinnertime staple, Gen Z diners are increasingly enjoying it during lunch or breakfast
• Fan Favorites: Shrimp, salmon and tuna are the top-consumed seafood choices, making up over 75% of last-consumed occasions
• On the Rise: Branzino, popular amongst the Boomer generation, is expected to grow 21% on menus over the next four years

Flavor Innovations:*

• Sweet & Spicy is a trending flavor among all proteins, but especially for seafood. Iterations of chilies paired with citrus and a touch of sweetness – often from honey butter sauces – continue to grow
• Yuzu Sauce, also known as ponzu, is a blend of sweet and salty flavors common in Asian cuisine, and is projected to grow 23% on menus over the next four years
• Spicy Mayo is a rising flavor in seafood as well, with 23% menu growth expected over the next four years

TOP Seafood Applications*

• 67% of seafood consumers are likely to eat it in a sandwich
• Protein toppers: rising stars include salmon pasta (+23% menu growth) and grilled shrimp salads (+15% menu growth) over the next four years
• Unconventional raw preparations are growing in popularity, such as cured and use of sushi proteins as ingredients for bowls, stacks, burritos, etc.

PLANT-FORWARD OPTIONS: More Than Just Vegetables

With diverse dietary and lifestyle preferences, there’s no universal approach to well-being. To attract more diners, operators should focus on offering unique, personalized menu choices – including plant-forward options that have permanent menu staying power.

Did You Know?*

• Plant-based options have grown by +1,828% on menus over the last four years
• More than 40% of the general population is open to a plant-forward diet or eating pattern, with a third of consumers wiling to pay higher prices for plant-forward menu items

Tips to Market Plant-Forward Options:*

• Refresh an old favorite. Transform vegetable staples into new formats – such as spiralized zucchini noodles, cauliflower rice and beet hummus, for starters
• Play with global flavors added to plant-forward cuisines – such as customizing sauces, dressings or condiments to top off dishes
• Plant-based eating means more than mere vegetables. Look at what you can do with pasta, pancakes, refried beans, tofu, farro and sunflower seeds, for example
• Keep some animal proteins, but use them in more of a supporting or optional role in pastas, stir-fries, sandwiches, salads or bowls

Lent Success Starts Here

This Lent, capitalize on trends that boost profitability while appealing to diners’ evolving tastes. With seafood and plant-forward solutions, you can craft a versatile menu that delights guests across segments and dayparts.

Let US Foods^® help you prepare for Lent success. Explore our Harbor Banks® seafood, Plant-Forward program, and more today!

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