Why Isn't McDonald's Targeting the Fish Crowd During Lent?

Why would McDonald’s (MCD) not use filetofish.com to capitalize on its most ignored sandwich the one time of year 23.9% of the US population is compelled to consume it at least once a week (lent)? Where is the website counterpart to the viral Arnold phenom that is “Gimme-that-filet-o-fish”? Where is the follow-through?

First, some history. According to USA Today, the filet-o-fish (one “L”) was “invented” in 1962 in Cincinnati by McDonald’s owner Lou Groen for the sole purpose of satisfying the demands of his predominately Catholic clientele on Fridays. Comprised of fried fish, half a slice of cheese, and tartar sauce, it has since gone on to sell, amazingly, at a rate of 300 million patties per year.

So given the history and the Canonical rules, it seems like McDonald's would want to seriously chase the Catholic dollar online; however, filetofish.com has been left suspiciously derelict. If you look at Unique Visitors during Lent for the past three years, you can smell the scent of demand. With no memorable substantial web-presence or campaign tie in (that I know of, or that the Wayback Machine could show me) there are still organic spikes in UVs to filetofish.com during the pre-Easter season. Admittedly, the data is a little thin here (low sample), but the seasonal variance is obviously undeniable.

There is a unique opportunity for McDonald’s to execute a campaign once a year AND to follow through with a related “filet” inspired web presence. By matching Catholic consumers' weekly demands for fish with the often forgotten, often maligned, filet-o-fish, McDonald’s could briefly capture some fish sandwich market share.

Comments

[User 387739:]

Good thinking. Obviously McDonalds doesn't know how to promote products they have. To carry the thought just a bit further (asuming McDonalds is listening), how about promoting and selling the Big Mac on matzoh during the Passover holiday? I'm sure the Jewish community would be delighted with the attention.

Apr 02 04:14 PM

[User 52380:]

Mickey D's is where all the good lent observers sneak a buger

Apr 02 06:09 PM

[diogeron:]

As a born again skeptic, who was raised Catholic in the times when we had to eat fish on Friday, let me offer this suggestion: Give up Lent for Lent and be done with it.

Apr 02 06:34 PM

[jadziasman:]

Don't think the marketing gurus at McD haven't looked at all the Easter angles. Why the fast food joints haven't capitalized on religious action figures in Happy Meals yet, it's just..... mind bottling (from 'Blades of Glory' to those not in the know).

You have your Old and New Testament celebs, you've got Mohammad, Buddha, the list goes on and on. Collect them all. It could start a new Beanie Babies craze.

And no - I'm not an atheist. I don't believe God doesn't exist.

Apr 02 07:26 PM

[Tony Petroski:]

McDonald's filet-of-fish advertising is all over TV. I personally have finished off at least a dozen of these sandwiches (all on Fridays). It never occurred to me to go online in search of fish sandwiches.

Apr 02 07:26 PM

[Joe Public:]

For what it's worth, MCD also currently has outdoor advertising for the filet-o-fish. There's one such billboard near my house on the interstate. There is no overt Lent theme, however. Maybe they feel that it is better (i.e., safer) not to include religious references in their marketing?

Apr 03 10:53 AM

[spinetta:]

Here's a better question to ponder: What percentage of potential and actual Filet-o-Fish (tm) customers possess a degree of involvement with the product that they would spend time locating and browsing filetofish.com? In short, who really gives a damn and wants to spend time exploring a website that promotes an inexpensive fast food entree?

Catholics are easily targeted through church bulletins, diocesan newspapers, and events at their individual parishes. When I was an altar boy lo those many years ago, McDonald's franchisees would donate Filet o'Fish gift certificates that were given out to kids in Catechism.

When you can easily locate your demographic, you are better served by directly promoting your product as opposed to promoting your website. Fast food rates low on studies of consumer involvement, and websites best serve products that rank high on studies of consumer involvement.

Apr 03 11:27 AM

[user63383:]

I don't think the fish at McDs is very good any time....We usally get a sandwich at Hardees (during Lent) or JackntheBox (during Lent)..I wish they would sell them all of the time.....and for the record, you really don't "have" to eat fish during Lent...on certain days, you are supposed to adstain from eating meat products.

Apr 05 12:46 PM