Wake Up 2 Seafood

Why is offering more kinds of seafood - including offering products and putting it on the menu earlier in the day for breakfast, brunch, and lunch the right move for your business? Because younger consumers — the ones best positioned to eat more fish and seafood — are looking for it. Younger consumers want to eat more fish and seafood at breakfast and lunch, but dinner is when its most available and convenient.

Younger consumers are also looking to eat less meat, lower the environmental impact of their food choices, support animal welfare, and eat more fish and seafood instead. It’s especially good news for restaurant foodservice companies and for grocery retailers who are expanding their prepared foods and ready to eat offers. Younger consumers are less likely to want to cook fish and seafood for themselves. Some younger consumers even eat all their fish and seafood away from home.

So, adding fish and seafood options on the menu can be a simple and attractive part of rebuilding breakfast offers and rethinking lunch.

Market Insight

The current set of offers in restaurants features fish and seafood at dinner. Younger consumers are more interested in eating fish and seafood earlier in the day.

During COVID, restaurants scaled back breakfast more than other meals and, when simplifying menus, also removed fish and seafood from the menu faster than other proteins. Putting it back on the menu for breakfast and lunch is a great way to rebuild your offer to match the preferences of diners most likely to eat more fish and seafood.