Every National Burger Day (27th August), one protein hogs the spotlight: beef. Buns get toasted, patties get flamed, and fish burgers quietly get left off the special board. We think that’s a missed opportunity, and this year is the year to fix it!

Enter the Pacific West Crispy Coated Fish Burger link to https://pacificwestfoods.co.uk/product/crispy-coated-fish-burger-msc/ : MSC-certified, generously crisp, and designed to give menus a point of difference during one of the busiest trial-driven food days of the year, and for the other 364 after.

START SIMPLE

Whether it comes out of the fryer, oven, or air fryer, the fillet does most of the work on its own. Our go-to build, brioche bun, tartare, crunchy slaw, fries on the side, delivers everything a customer expects from a classic burger, just swapping beef for sustainably sourced white fish.

That said, Burger Day is exactly the occasion to get a bit more adventurous with the build.

FIVE WAYS TO DRESS IT UP

Operators looking to turn a solid fish burger link to https://pacificwestfoods.co.uk/product/crispy-coated-fish-burger-msc/ into a genuine special this month could try:

• Draping a slice of melted cheddar or American-style cheese over the hot fillet so it just melts into the batter
• Trading plain lettuce for bread-and-butter or quick pickles, adding acidity that cuts through the richness of the coating and sauce
• Blending or swapping the tartare for a chipotle or sriracha mayo for an easy dose of heat
• Scattering crispy fried onions on top for extra crunch alongside the fillet’s own coating
• Adding smashed avocado for a brunch-friendly, lighter-lunch twist

Beyond the toppings, the bun itself is worth experimenting with. Why not try a toasted sourdough bap, pretzel bun, or steamed bao-style bun, these simple changes can make the build feel far more shareable, both on the plate and on social feeds.

THE CASE FOR RUNNING IT ON BURGER DAY

Burger Day is built around trial; diners come in actively hunting for something new, which makes it a natural moment to introduce fish to customers who wouldn’t normally order it. The MSC certification also gives operators a sustainability angle worth mentioning front-of-house, something that resonates strongly with flexitarian and younger diners who want a lighter or more considered option without feeling like they’re compromising on indulgence.

The result: a burger that competes with beef on flavour and satisfaction, while pulling in pescatarians and flexitarians who’d otherwise skip the day altogether.

READY WHEN YOU ARE

Freezer to plate with minimal prep, the Crispy Coated Fish Burger link to https://pacificwestfoods.co.uk/product/crispy-coated-fish-burger-msc/ works equally well as a one-day Burger Day special or a permanent menu addition. Get in touch link to https://pacificwestfoods.co.uk/get-in-touch/ with the Pacific West team to get started.

For more information, visit the Pacific West website. Link to – https://pacificwestfoods.co.uk/burger-day-just-got-a-fish-upgrade/