McDonald’s is used to seeing an increase in sales during Lent each year, and the fast-food chain has its Filet-O-Fish sandwich to thank for that.
During Lent, many Catholics fast from eating most meats, which means they’re more inclined to eat fish as an alternative.
In turn, that benefits McDonald’s because their fish sandwiches becomes the go-to fast-food meal for many Catholics, according to USA Today.
McDonald’s sells almost 25 percent of its fish sandwiches during Lent, USA Today reported.
Lent begins in early March and ends just before Easter Sunday every year, but that period of time is not only known as a season of fasting for Catholics. It’s also become known as “Filet-O-Fish season,” according to the Atlanta Journal Constitution.
The McDonald’s fish sandwich has been a staple in the Catholic community since the 1960s when the owner of one of the food franchises in Cincinnati felt the need to make a menu adjustment due to a drop in sales during Lent.
The owner, Lou Groen, led the launch of the whitefish sandwich for customers who couldn’t benefit from McDonald’s burgers during Lent.
“The Filet-O-Fish, while not at all kosher, has always been the most kosher non-kosher food at McDonald’s,” Jonathan Zalman wrote in the Tablet magazine.
According to the Business Insider, some McDonald’s stores offer a discount for the fish sandwich on Friday’s during Lent season.
Lent, which lasts for 40 days, represents a time in biblical history where Jesus fasted in the wilderness, which is why many Catholics take part in this season of fasting.
Meat is not the only thing that is fasted during Lent season. Many Catholics take this religious time to fast from things they’re accustomed to doing from a day-to-day basis, as a way to step outside of their comfort zone, Vox noted.
Many Catholics take this time to reflect on their lives, repent for their sins, and seek restoration.
Twitter users commented about the role of the Filet-O-Fish sandwich in the custom.
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