McDonald’s Casts Doubt on Competitors’ Fish

Fast food companies are fighting over the seas. That’s because consumers are demanding fresh and healthy fish these days.  As Carl’s Jr. CMO Brad Haley put it, “people are ready for lighter fare as long as they don’t have to sacrifice flavor.”

With seemingly every chain rolling out new fish products, today McDonald’s social media team decided to remind consumers it’s the leader in Lent-friendly fare. It practically invented the category when it introduced the Filet-O-Fish way back in 1962 and it recently innovated with Fish McBites.

However, it stumbled from glory when it was revealed its fish came from the hideous hoki. After some soul searching, McDonald’s made the call to switch to all-pollock patties.

The move was greeted warmly by McDonald’s biggest critics in the media.

And it’s growing confidence has led it to fire a shot at its competitors with a tweet boasting about how sustainable its fish is.

Our fish is 100% MSC certified, sustainable Alaska Pollock. The other guys? Who knows [VIDEO]: mcd.to/Yavktb

— McDonald’s (@McDonalds) February 13, 2013

Could the trash talk be directed at Burger King? The arch-rival of McDonald’s added a “Premium Alaskan” fish sandwich to the menu but it doesn’t seem to be Marine Stewardship Council certified.