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Roasted Pacifico Striped Bass with Salsa Para La Mesa
By Kathleen Furore
When fish-loving consumers are deciding where to dine, your Mexican restaurant might not be the first spot that comes to mind. Because even though fish is an important ingredient in authentic Mexican cuisine, there often aren’t a lot of fish choices on Mexican restaurant menus.
A review of recent seafood consumption data from Alaska Seafood Marketing Institute shows that perhaps there should be. Forty-three percent of today’s consumers are limiting or avoiding meat consumption, with wild seafood and sustainable seafood topping the list of non-meat proteins consumers prefer, ASMI reports.
And when it comes to how those consumption preferences relate to foodservice, the data for casting a wider net for fish dishes is even more convincing.
Consumers say they want more seafood entrees and appetizers on the menu compared to other proteins across all segments, and in the fast-casual segment, they want more seafood tacos on the menu compared to other protein tacos.
Overall, 25 percent of consumers are ordering more seafood at restaurants than they did two years ago, and those numbers are even higher for Gen Z and Millennial consumers: 29 percent of Gen Z and 31 percent of Millennials have increased seafood consumption during that time frame.
And according to ASMI, consumers who are ordering fish spend 34 percent more on their meal than diners who don’t!
Introducing New Options
There are many reasons to add more fish to your menu.
Chef Ben Diaz
Executive Chef Ben Diaz of Temecula Creek Inn in Temecula, California, lists its health benefits as one of the biggest.
“Seafood is a lean protein packed with omega-3 fatty acids, is low in saturated fat, has a lower cholesterol count than most meats, and is packed with vitamins such as vitamin A and vitamin B which aid in brain and eye health,” Diaz says.
Consumers agree.
“Seafood is healthier than other proteins” is the #1 reason consumers cite for increased seafood consumption, ASMI data show.
Diaz says adding variety to the menu is another reason to expand fish selections. Jenny Di Sapio, who co-owns Chicago’s Bodega Sur with her brother, Sergio, agrees.
“People want to have choices when they go out to dine,” says Di Sapio. “Some people aren’t comfortable, or used to, cooking fish at home, so restaurants should be able to present them with options when they dine out. I think people appreciate well-made fish, and they like to enjoy it in a place that can cook it for them.”
No matter the reason, there are many ways chefs can showcase the role fish plays in Mexican fare.
“Mexico has various regions…Each fishing town is completely different from the next,” explains Diaz, who notes that there are local cooking adaptations unique to each region and even each town. “Exploring these and bringing some of those bright fresh flavors to your menu can help your diners build a positive connection.”
Ceviche, pescado frito, and poblano salmon are three dishes he recommends.
Fish Tacos by Chef Ben Diaz
Di Sapio suggests starting with salmon or halibut — two types of fish that often appeal to diners who aren’t necessarily big fish fans.
“Some good options for initially adding fish to the menu could be salmon, or halibut — filets are always popular. They give people the feeling of enjoying a steak and tend to be more approachable than a whole fish,” she says. Bodega Sur, for example, has a salmon filet on its regular menu and also has featured specials with mahi mahi and other filets.
“The best way to start is to add one item and then build on that,” says Diaz, who also suggests asking customers for feedback and then slowly introducing other options.
Tackling the Fear of Fish
Whether diners are fish aficionados or just dipping a toe into that culinary pond, many worry that fish won’t be good unless it’s fresh — which means they might be hesitant to order fish if they’re not dining at a restaurant on one of the coasts.
How can restaurants dispel that concern and find the best fish for their location, no matter where in the country they’re located?
Finding reputable suppliers you know you can trust is task #1, Diaz and Di Sapio stress.
“Next would be showcasing the product with familiar notes such as local produce,” says Diaz, who takes a creative approach to introducing fish-leery diners to new dishes.
“One trick I use is to offer up a prix-fixe menu with things that your diners recognize and then add your seafood option in as an appetizer or starter,” he says. “This way, your diners get to have something they enjoy and at the same time try something they normally would not order.”
There’s also the fear of the price — at least that’s what Di Sapio has found.
“One interesting thing I noticed is that when we used to price our fish at ‘Market Price,’ people didn’t seem to order it as much. They were too nervous to ask, or worried the price would be exorbitant, when in reality it wasn’t,” she says. “We changed the way we priced it just due to people not wanting to inquire, and more people order it since.”
The Importance of Prep
So, are there any secrets to cooking fish to make sure it delivers the best flavor and texture for diners — those who have always loved fish and those just starting to dive in?
“This is always a fun [question] because I love to explore various techniques and flavor combinations,” Diaz says. “For fish with a meatier texture I prefer grilling or roasting over open flame; flaky fish are best cooked in a pan, heavy sear or baked. Semi-firm and even some fatty fish are best in a raw preparation or a ceviche, which helps break down the fish and make it tender.”
His Roasted Pacifico Striped Bass with Salsa Para La Mesa is one example of a flaky fish enhanced by baking. Diaz brushes the fish with olive oil; coats it with a wet rub of lemon zest, lime zest, guajillo powder, brown sugar, kosher salt, minced rosemary and garlic paste; marinates it for one hour; then bakes it on a parchment paper-lined pan (click here to see the recipe).
Pescado al Limon at Bodega Sur
And there’s always the question — with or without the head?
“I prefer fish with the head!” Di Sapio says. “I highly recommend restaurants consider that option because I feel it makes it more real, more authentic — and the flavors tend to stay in the fish for customers to enjoy. People tend to fear the bones in a whole fish dish, but it doesn’t have to be scary. It’s a cool, fun way to consume fish.”
Bodega Sur’s Pescado Al Limon — complete with head — is one example. “We use Barramundi fish, which is a seabass from the Australian coast. We put a rub on it, just simply made with salt, pepper, some Cajun and peppers, but not enough to make it spicy, add a little bit of oil, and bake it in the oven. We serve with a side of grilled veggies, so it’s healthy and delicious.”
“As for the age-old question head on or head off, I lean more on my diners to give me directions. It really depends on what part of the country you are in and what your diners prefer,” Diaz says. “For example, here in southern California it is more common to see fish without the head; but travel two hours south into Baja and it is more common to see fish with the head still on. Cultural difference also play a big role in this. If you're still not sure I say just go for it!”
SIDEBAR: Origin Matters
The flavor of the fish on your menu is ultimately what matters most. But if you can’t get customers to order it, all the work that goes into prep won’t matter.
That’s why how you describe your fish dishes is important. According to Alaska Seafood Marketing Institute (ASMI), 63 percent of diners says they would order more fish if they knew its origin.
“For restaurants that have wild-caught or sustainable fish, I recommend noting it on the menu,” says Jenny Di Sapio, co-owner of Chicago’s Bodega Sur. “Because of the practices used to source it, the dish may be a bit pricey, coming from a smaller-sized purveyor, not from a big company. But knowing where it’s coming from and why it’s priced as such will help people understand the price point. And ultimately, everyone wants a good fish.”
Ben Diaz, executive chef of Temecula Creek Inn in Temecula, California, also makes a point of identifying the source of the fish on his menu.
“It is always a great idea to highlight the ingredient’s origin; Mexico, for example, sits on two sides of the coast and has a great peninsula where you will find an abundance of amazing seafood,” Diaz says. “Noting the origin makes that connection with your diners all that more special, especially if it's from a source they know or have heard of, which makes them more likely to try the product.”
Click here to go to the next article, Culinary Trends: Chiles en Nogada