A great article in QSR magazine sets up some compelling reasons to get some thoughtful non-meat (and by that we mean seafood) options on the menu come Lent (which begins this year on Wednesday, February 22).

Did you know that McDonald’s fillet of fish was invented as a meat-free option for Catholic diners? That’s right, and now it has a place on the menu year-round. Lent can be a great chance to add a new seafood item to your menu as a special – then who knows, your customers might just love it and you’ll have a popular new dish to add to your permanent menu!

In the article, Laura McGuire of Chicago-based food industry consultancy Technomic, points out “new fish- or vegetable-based offerings will not only appeal to those who observe Lent, but also attract seafood lovers and vegetarians.”  Yet another reason to up that seafood order next week!

Make sure your seafood (and vegetarian dishes) get extra marketing play this time of year so that customers know they can join you on Friday and not have to worry about meeting their dietary restrictions.

We’re not talking just main courses either – offer those customers looking to take a pass on meat choice across the menu – soups, salads and appetizers (and be ready for questions about ingredients – does the soup use a meat based stock? Do you cook your beans with pork?)

A bit of planning ahead can help you turn dietary restrictions into an opportunity to exceed customers expectations. Now, go place that seafood order!