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Can Quick-Serve Restaurants Reignite Seafood?

The NPD Group, a market research firm, reports there has been a 2% decrease in servings of seafood throughout the restaurant industry this year. This follows a 1% decrease in 2010, a 6% decrease in 2009, and a 1% decrease in 2008. One reason: the struggling economy, which has forced consumers to limit the amount they spend on outside-the-home dining. The seafood restaurant category is looking for a life preserver. 

“There is a group of consumers out there that still love fried seafood,” says Monte Jump, executive vice president of marketing for Captain D’s. “Creating a value message can help keep consumption at a reasonable level.”

Fast food restaurants could also respond to seafood’s fall by giving the consumer a reason to try it. Using seafood as a flavor carrier for new sauces, for example, or using new entrée preparation methods are ways to increase consumption, Jump says.   

But NPD's analysis also shows higher consumption numbers for non-fried seafood servings that are grilled, broiled, baked, or raw because Baby Boomers want healthier options

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