LOUISVILLE, Ky. (AP) - The Lenten season is a bonanza for seafood chains, especially in areas with large Catholic populations. The chains ramp up advertising and roll out new products to entice customers. Even burger and sandwich chains angle for a share of fish sales.
Marketing officer for Long John Silver's Steve Provost says it's for them what the Christmas season is for clothing retailers.
Fish sales tap into Catholic tradition. The Catholic Encyclopedia says Friday was designated as a day of abstinence in homage to Christ's suffering and death on that day of the week.
The 40-day Lenten season began on Ash Wednesday - February 21st this year.
(Copyright 2007 by The Associated Press. All Rights Reserved.)