For your customers who refrain from eating meat during Lent, the 40-day period from Ash Wednesday to Easter, as a symbol of faith, there's no better time to create a new appreciation for fish. With Lent beginning this year on February 22, why not promote one of your fish, shrimp or vegetarian menu items? If your menu is fish free, now's the time to introduce at least one such item – even for a limited time.

Get started with a few fun ideas

• Promote a signature fish, shrimp or vegetarian menu item

• Include a photo of a menu item and determine a price and appropriate name

• Set up table tents, window signs, counter cards, posters and fliers

• Send out press releases to inform the media of your idea

• Send an eBlast to customers to build awareness

• Add the new menu item photo and information to your Twitter and Facebook pages

• Encourage your servers to suggestive sell your Lenten items

• Create a crew/staff contest for the most items sold throughout the 40 days

• Drop off menus and fliers to a list of churches in a 3- to 5-mile radius

Make giving up something for Lent a tasty and tempting experience. For example, Rubio's Fresh Mexican Grill, the 200-unit, San Diego-based, "Home of the Fish Taco," typically celebrates Lent by bringing back its popular Crispy Shrimp Tacos that guests have to wait for all year. They create a buzz leading up to Lent, giving guests something to look forward to.

Smart restaurant operators offer a Friday fish special such as Fish Fry-Day where they serve fish and chips, or create a fun dish and name. If the price it right, guests will get hooked and be back each week. Similarly, Meatless Mondays have started to catch on at restaurants throughout the United States. Monday is typically when individuals settle back into their weekly routine, and it's usually a slow night in the restaurant business. Unhealthy habits that prevailed over the weekend can be forgotten and replaced by positive choices. Lent is the perfect time to introduce both Meatless Mondays and Fish Fry-Days to see if they lift your sales.

• Make your Lenten menu memorable. Pacific Catch Fresh Fish Grill in San Francisco, created a special appetizer, offering ceviche in a martini glass. Similarly, you can offer a prefixed menu that is Lent-friendly with an appetizer, salad and entrée at a special price.

• Promote your Lent menu items to your existing guests and get their feedback.

• Create a VIP tasting event on the first Friday of Lent, and kick off your Fry-Day promotion with a tasting, inviting the media to your restaurant. Offer complimentary wine and tastes of the new menu items and pass out fliers with the promotion information.

• Find churches in a 3- to 5-mile radius of your restaurant and drop off menus and fliers about your Lenten specials. Invite the clergy into your restaurant and offer a complimentary meal. Make sure your employees welcome any new faces since many could be returning patrons for the next 40 days.

Source: Duke Marketing