Seafood Menu Ideas and Marketing Trends for Restaurants

This year, Lent covers 40 days between February 14 and March 28, which brings new opportunities to expand your seafood menu choices. Seafood options reach across not only dayparts but also segments – appearing on menus everywhere from QSRs to casual dining to fine dining. In fact, according to Datassential, seafood is found on nearly 85% of menus, making it the fourth most common protein overall.

From being identified as one of the most-missed items from restaurants during the pandemic to its tie into health-forward eating trends, seafood is experiencing a growing demand among diners.  

In Fact:^*

• 26% of Gen Z consumers  have increased their seafood consumption in the past year, making this younger generation a key target market for seafood
• Nearly 90% of consumers say that seafood is a healthy protein option, and respectively one-fifth of adults are eating more seafood in place of meat
• 48% of consumers who have increased their seafood intake were primarily motivated by a love for its taste and flavor. Additionally, 57% of seafood consumers are interested in seeing more global seafood dishes at restaurants near them

This is great news for restaurant operators, because it allows them to get creative with their menus – and make more of a profit by catering to their adventurous and health-conscious seafood diners. One-third of operators have reported that their seafood sales have increased in the past few years, which has helped them see more foot traffic and a spike in overall sales.

Top-Trending Seafood^*

• Shrimp is a menu favorite that is loved or liked by 74% of diners, and was featured on over 63% of menus in 2023
• Seared Halibut is a top-growing seafood item on menus, growing more than 129% over the past four years, according to Menu Trends
• Alaskan Cod and King Salmon are expected to grow 24% on restaurant menus over the next four years

TOP FLAVORS IN SEAFOOD DISHES^*

• Sweet and Spicy is a trending flavor among all proteins, but especially for seafood. Iterations of chiles paired with citrus and a touch of sweetness – often from honey butter sauces – continue to grow
• Eel sauce is also a top-trending seafood flavor, with 179% growth expected on menus over the next four years
• Pickled Fresno Chile is a rising flavor in seafood as well, with 81% menu growth over the past four years

TOP Seafood Applications^*

• Appetizers featuring seafood as the primary component command a higher price point than other appetizers, and are an easy way to help increase profit. Pair seafood with popular flavors and design apps with things like okra, Takoyaki, and Thai shrimp
• Operators can be confident in adding fried shrimp applications to their menu, but crab and lobster have a more premium perception and are found on fewer menus, which offers an opportunity to boost uniqueness and attention
• Unconventional raw preparations are growing in popularity, such as cured and use of sushi proteins as ingredients for bowl, stacks, burritos, etc.

SEAFOOD INVENTORY FLEXIBILITY

Seafood is a versatile product type that can help operations remain flexible – not only for Lent, but during unprecedented supply and labor challenges due to market conditions. If a disruption causes production or shipping delays for tilapia, for example, operators can easily adapt their menu using an alternative, such as cod, flounder or salmon. Whether it’s easily swapping out your go-to fish for fish tacos or a diner-favorite gumbo, being prepared for challenges by keeping your menu adaptable can help you catch more profits during Lent and beyond. Keep up with the latest market conditions for seafood in our Farmer's Report or by asking your US Foods^® representative.

SUSTAINABILITY STILL MATTERS TO DINERS DURING LENT

Today, simply offering seafood is not enough for diners. Not only are they looking for more types of seafood, but they are also looking for menus that are more focused on sustainability. A notable top food trend is sustainably sourced seafood, which speaks to chefs and consumers aiming to make smarter seafood choices. From shrimp to salmon, diners want traceability and sustainable fishing methods that protect the environment. The US Foods Serve Good^® program guides suppliers and restaurants alike through the process of how to meet the standards for social responsibility, food safety, animal welfare and traceability in the food supply chain. Get resources and tips to incorporate sustainable seafood into your menu for Lent and beyond, in our Serve Good resource library here.