D.D. 03/16/07

Here's an interesting article about how fast food restaurants that specialize in seafood ramp up their budget during Lent. Long John Silvers, for instance rings up nearly a third of yearlong sales during Lent and pumps nearly a quarter of its overall marketing budget into Lent. LJS exec Steve Provost: "It's for us what the Christmas season is for a clothing retailer." Lent also helps the burger joints with meat alternatives. For instance, Lent accounts for nearly one-fourth of the more than 300 million Filet-O-Fish sandwiches that McDonald's sells each year in the United States.