The "Fish & Chips" Spike is Coming Early: How RI & MA Restaurants Can Win Lent 2026

For independent restaurants in Rhode Island and Massachusetts, Lent isn’t just a religious observance; it is an economic season that rivals the summer rush.

In 2025, the "Lenten Bump" arrived in March. But looking at the 2026 calendar, the timeline has shifted. Lent 2026 begins on Ash Wednesday, February 18th.

We analyzed over 12 months of local search data from RI and MA (Dec 2024–Nov 2025) to identify exactly what local diners are looking for. The data reveals a massive opportunity for owners who are ready to pivot their marketing and menus before Valentine’s Day wraps up.

Here are the three key trends from the data and how to apply them to your 2026 strategy.

1. The "Ash Wednesday" Explosion (It’s Happening in February)

In 2025, search volume for "Fish and chips near me" jumped 174% the moment Lent began.

February 2025: 5,400 searches
March 2025: 14,800 searches

The Takeaway: Last year, you had until March to get your specials ready. This year, if you wait until March 1st to launch your Lenten marketing, you will miss the initial wave. The surge that happened in March last year will happen in mid-February this year.

Action Plan:

Start teasing your Lenten menu immediately after the Big Game.
Ensure your paid ads or boosted posts are live by February 15th.
Update your Google Business Profile to mention "Lent Specials" in your business description by mid-February.

2. "Fish & Chips" is the Anchor, "Seafood" is the Sustain

The data shows a distinct difference between customers searching for specific dishes versus general dining.

The Hook: Specific searches for "Fish and Chips" spike violently at the start of Lent but can drop off slightly as the weeks go on. This is your acquisition tool. It gets new customers through the door on that first Friday.
The Hold: Broader searches for "Seafood near me" doubled in March 2025 (reaching nearly 50k searches/month) and stayed high through April.

The Takeaway: Use your "Famous Fish & Chips" to capture the Ash Wednesday/First Friday crowd. Once you have them, upsell them on the broader seafood menu (scallops, baked haddock, chowder) to keep them coming back for the remaining six weeks.

3. Comfort Wins: Sell "Fried," Not Just "Fresh"

There is often a temptation to market healthy options in the New Year, but the data suggests that during Lent in New England, comfort is king.

In the MA/RI dataset, searches for "Fried fish near me" were consistently 4x higher than searches for "Fresh fish near me." Furthermore, "Fried fish" searches doubled during the Lenten window, while health-conscious searches remained relatively flat.

The Takeaway: February in New England is cold. Your customers aren't looking for a light salad; they are looking for hot, crispy, golden comfort food.

Menu Copy: Use words like "Crispy," "Golden," "Beer-Battered," and "Hot."
Photography: Post photos of steam rising off the fish or the texture of the batter, rather than raw fish on ice.

The "Retail Competitor" Threat

One final note from the data: Searches for "Fish markets near me" spiked 50% during Lent. This means a significant portion of your potential customers are considering cooking at home.

To combat this, emphasize convenience and value.

"Let us handle the frying (and the smell)."
Family Platter deals that compete with the cost of buying raw fish at the market.

Summary Checklist for Owners

[ ] Mark the Calendar: Ash Wednesday is Feb 18, 2026.
[ ] Update Google: Add "Fish & Chips" to your menu categories online before Feb 15.
[ ] Shift Media Spend: Move your "Lent Budget" to the last two weeks of February.
[ ] Focus on Comfort: Highlight your fryer items heavily in the first 3 weeks.

Lent is coming early. The demand is there—make sure they find your table.