**McDonald’s Sets the Record Straight on Filet-O-Fish Pronunciation Amid New Menu Launch**
McDonald’s has moved to end a long-standing debate concerning the correct way to pronounce its famous Filet-O-Fish sandwich. This intervention comes as new research from the fast-food giant reveals that a significant proportion of Brits are getting it wrong, in an issue which is more widespread than many might assume.
Ahead of the introduction of a new menu item — the Double Filet-O-Fish — McDonald’s commissioned a study to gauge the nation’s knowledge regarding one of its most iconic offerings. The results revealed that just under a third of people in the UK are mispronouncing ‘Filet’, opting for “fil-LET” instead of the intended French-derived “fi-LAY”. While on the surface this may appear a trivial matter, McDonald’s findings show there are broader implications for how people experience dining out.
The company’s survey also uncovered that the anxiety surrounding menu pronunciation isn’t limited to Filet-O-Fish fans. A striking one in five respondents admitted that they have at some point avoided ordering a dish in a restaurant because they were uncertain about how to say its name. This phenomenon was shown to be particularly pronounced among younger adults, with members of Generation Z most likely to ‘play it safe’ when confronted with unfamiliar or foreign words on a menu.
To address ongoing confusion and perhaps encourage adventurous dining, McDonald’s has enlisted etiquette and pronunciation expert Grant Harrold, a former Royal Butler. Harrold is advocates for overcoming the embarrassment associated with pronunciation mistakes, noting, “Mispronunciation fear is leading nearly half of Brits to miss out on important culinary experiences, as fear of embarrassment prevents them from ordering dishes they want to try.” He has partnered with McDonald’s to promote language confidence, promising to share practical advice on polite ordering and handling difficult menu terms.
In addition to clarifying the correct way to say Filet-O-Fish, McDonald’s has taken the opportunity to highlight what exactly goes into this beloved sandwich. The Filet-O-Fish uses pollock, a versatile white fish from the North Atlantic, belonging to the cod family. Pollock is used widely in fish fingers, imitation crab, and various breaded fish products, and is lauded as a more sustainable option compared to cod.
The soon-to-launch Double Filet-O-Fish, set for release on 1 July, will feature two pollock patties coated in crispy breadcrumbs, finished with melted cheese and tartare sauce, all nestled within a steamed bun. As part of the rollout, for a single day, customers can take advantage of a special offer — the Double Filet-O-Fish will be available for just £2 via the McDonald’s App, a move likely to entice both devotees and newcomers to sample the item without breaking the bank.
To further cement the correct pronunciation, McDonald’s is reviving one of its classic mascots — Phil A. O’Fish. Created 50 years ago, Phil is being brought out of retirement to serve as an ambassador in the campaign to settle the pronunciation debate once and for all.
The issue of pronunciation difficulties in restaurants is not unique to McDonald’s or the UK. However, by taking direct action, the company hopes to encourage more people to explore the full breadth of its menu, rather than defaulting to more familiar choices out of fear of embarrassment. Such initiatives may well inspire other eateries to consider their own approaches to making dining—and ordering—more accessible to everyone, regardless of linguistic confidence.
Customers and fans can also look forward to insights from Grant Harrold on 3 July, when he will provide guidance on tackling pronunciation nerves and handling restaurant etiquette with ease. This ongoing collaboration between McDonald’s and language experts is a clear sign that brands are taking consumer comfort seriously — not just in terms of food, but customer experience as a whole.
In the ever-evolving world of fast food, it seems it’s not just what you order, but how you say it that matters. With its new sandwich, revived mascot, and etiquette campaign, McDonald’s is hoping to make a double impression this summer — on both taste buds and tongues alike.