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Fish By Introducing Fish McBites, Which Flopped
tastingtable.com • • business
Key Points:
- The Filet-O-Fish sandwich was created in the 1960s by an Ohio franchise owner to boost sales during Lent and has since maintained a dedicated fan base.
- In 2013, McDonald's introduced Fish McBites, bite-sized pieces of wild-caught Alaska pollock, as a new menu item and the first Happy Meal fish option in a decade, but they were discontinued within three months due to lukewarm reception.
- Despite promotional efforts including a mascot, jingle, and social media campaigns, Fish McBites failed to gain lasting popularity, and McDonald's U.S. sales declined amid rising competition from brands like Chipotle and Panera.
- Similar seafood items such as the McLobster and a regional crab sandwich also failed to sustain success, highlighting the enduring popularity and unique status of the Filet-O-Fish in McDonald's menu history.
- Fish McBites and comparable products have occasionally appeared as limited-time offerings in international markets like the U.K. and Ireland, but have not become permanent fixtures.
