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LOUISVILLE, KY - Feb. 2, 2016

For Long John Silver’s, the Lenten season is longer than 40 days.

The Louisville-based fast-food seafood chain started preparing nine months ago for the beginning of its busiest season. Long John Silver’s executives have hosted regional meetings, set up special online training for employees, and created television and newspaper advertisements, as well as a social media plan ahead of next Wednesday, said company CEO James O’Reilly.

NATIONAL Feb 2, 2016

The Super Bowl is on Sunday. But for Long John Silver’s, the big day comes three days later, on Ash Wednesday.

That’s when many of the nation’s 69.5 million Catholics give up meat and eat lots of seafood. Sales typically increase 75 percent at the Louisville-based chain on Ash Wednesday.

LOUISVILLE - Feb. 3, 2016

There's a media blitz in the works for Louisville-based seafood chain Long John Silver's Inc.

CEO James O'Reilly has been making the rounds with local and national media. National television commercials will roll out soon, and franchisees are being provided with tools to help them market locally.

FORT SMITH, TX. - Feb. 8, 2016

Long John Silver’s is gearing up for the season of Lent with a new Alaskan Cod Meal and other promotions for those observing the season.

Christmas only comes once a year, however for certain businesses Christmas does not always come in December. For fast food giant Long John Silver’s Christmas comes in February and lasts for 40 days and 40 nights. This is the season of Lent, where observant Catholics eschew meat on Fridays and eat fish instead. While this is the minimal requirements for Lent some Catholics do give up meat during the entire season of Lent. Either way, this is the time when seafood sales are at their highest and for restaurants like Long John Silver’s this is there most profitable time of the year.

More than 20 million pieces of fish expected be sold in 40 days of Lent

LOUISVILLE, Ky. - Feb. 3, 2016

Ash Wednesday (Feb. 10) marks the beginning of Lent for more than 66 million Catholics in the U.S. For Long John Silver’s (LJS), the country’s largest quick-service seafood restaurant chain, it kicks off the company’s busiest-selling season, historically featuring a 75 percent increase in sales on the first day of Lent alone. The company has prepared with aggressive training in more than 1,100 units across the country. In addition, Long John Silver’s is offering a seasonal promotion on a $5.99 Cod meal and a sweepstakes with three grand prize cruises.