Get Hooked on Seafood

By: Andrew Coppolino

More than ever, diners’ tastes across the restaurant spectrum have been increasingly hooked on fish and seafood, according to Aubrey Pascal, category manager with High Liner Foods.

“They’ve outpaced the growth of total main-plate servings to be the second fastest growing protein in Canadian foodservice,” she said.

Restaurants should take advantage of this evolving trend because there is a whole school of benefits, health and otherwise, to be had. Pascal spends time gathering and analyzing data and following trends in order to provide menu solutions to her company’s customers. She can speak to several important benefits to restaurants offered by fish and seafood.

“There’s a higher diner cheque average, and that’s across all segments of foodservice.”

Selecting fish or seafood can make a dining occasion a special one. People don’t just come in for centre-of-the-plate protein but want a total package, a complete experience. If they feel they are eating responsibly at the same time, Pascal’s research also tells her, they are likely to order more—that’s another benefit for the restaurateur.

“People who choose fish or seafood as an entrée are compelled to purchase a bottle or glass of wine, an appetizer, a dessert because fish and seafood are considered lighter fare,” she said.

Secondarily, that fish and seafood may be also perceived as “exotic” and a little unfamiliar to guests plays precisely into a restaurant’s hands. Guests will often choose something a little more exotic than they are likely to prepare at home. That represents higher perceived value, Pascal notes.

Add to that the fact that fish and seafood offer important healthy-menu benefits.

“Under the broiler, poached, baked, and grilled, you’re looking at a healthy appetizer or entrée and that is a significant benefit,” said Flanagan district sales manager Shayne Keary.

Featuring fresh fish as a centre-of-the-plate option doesn’t have to be daunting, according to Keary. It is a matter of considering carefully who your customers are, understanding what they want, and being thoughtful in offering them new menu items like fish and seafood. Answering those concerns can easily be done with salmon, whether Pacific or Atlantic, farmed or wild.

“The most popular is Atlantic,” says Keary. “There are several varieties but anything with Omega-3 fatty acids is beneficial. It is true that salmon is a so-called brain food and it is low in fat and high in protein. It has other health benefits in being linked to reducing risks of heart attack and cancer.

Health benefits aside, fish and seafood can be a prime selection at certain times of the year and when there are special occasions like Valentine’s Day: putting a special piece of seafood on your features board can generate interest in your restaurant and its kitchen energy and tantalize a diner’s taste buds.

“It is considered an upscale or event entrée choice too when you are going out to celebrate something or to have a nice meal. That’s when seafood is often ordered,” Pascal said.

While seasoned fishers keep their favourite fishing holes secret, both Pascal and Keary advise getting the word out strongly that you have great fish and seafood on your menu.

“Putting information about the dish on your chalkboard when guests come into the restaurant or on a table card is a good way to introduce fish and seafood,” said Keary.

Training wait staff to sing the praises and recite the virtues and fantastic flavours of dishes from Neptune’s depths is a good idea too. Information is power and making sure staff have a story to tell about these new menu items will allow your guests to be comfortable with and excited about your classic lobster Thermidor, simple halibut steak with lemon and dill, or zesty Indonesian-style grilled shrimp with a peanut sauce.

“For special features you might want to offer, we have access to just about any kind of fresh fish. Even for the more obscure varieties, we only need a few days lead time,” Keary says. “For salmon, trout, sole, and Arctic char though, we can have those shipped in within a short time and cut them in 6- or 8-ounce portions whether it’s the loin or fillet.”

Trimmed and pre-portioned seafood alleviates restaurants from worrying about waste and food costs and whether kitchen staff have the necessary training and familiarity in filleting.

As for the accounting end of things, Keary says that when you choose popular selections like salmon, haddock, tilapia, and sole you can expect some cost reliability because they are consistent throughout the year.

“And as well, diners are more educated and well-travelled,” Pascal said. “They may be looking for that exotic item, and fish and seafood offer health benefits and wonderful flavour profiles.”