Something fishy is happening at McDonald’s, and it’s not just the sandwich itself. In July 2024, McDonald’s introduced a double-fillet variant to the UK menu, marking the most significant change to the sandwich’s format since its debut. The fast-food giant has transformed its iconic sixty-year-old in ways that have both excited fans and sparked controversy.
The Birth of the Double Filet-O-Fish
The new version stacks two crispy Pollock fillets, each coated and fried for crunch, with sauce and melted cheese between the same steamed bun. This wasn’t just a random menu addition. The change was designed to offer a more filling option without abandoning the familiar formula.
The Double Filet-O-Fish arrived on July 1, 2024, with an initial app promotion that encouraged early trials for just £2 through the McDonald’s app during its one-day launch. After that, it settled into regular pricing: £5.29 on its own, or £7.39 as part of the Everyday Value Meal. The move reflects McDonald’s strategy to test major changes in controlled markets before wider rollouts.
The Shrinkflation Controversy
Customers have been raising serious questions about the original Filet-O-Fish’s size. TikTok creator Paul De Sousa posted a video holding a Filet-O-Fish, showing just how tiny it looked in comparison to his hands, with the sandwich appearing more like a fish slider than a full-sized sandwich. User @neilybob said in an October video that had shrunk by roughly 20%, while Paul De Sousa estimated it had shrunk by roughly 25%.
Customers have chalked this up to a phenomenon known as “shrinkflation,” the practice of a business reducing the size of its product while maintaining the same price. Social media users have dubbed the smaller sandwich the “new McMinnow” and a “filet o’ goldfish.” However, McDonald’s firmly denies these claims, maintaining that the sandwich’s size hasn’t changed in decades.
Price Increases Behind Customer Frustration
The real culprit behind customer dissatisfaction might be the dramatic price increases rather than size changes. In 2014, cost $3.49 on most menus, whereas in 2024 it’s going for $5.49, representing a staggering 57 percent increase. That’s significantly higher than inflation rates for many other products.
According to McDonald’s own data, the average price of a Filet-O-Fish in 2019 was $3.99 and in 2024 is $4.79, representing a 20% increase. Former McDonald’s corporate chef Mike Haracz mentioned that the sandwich costs $5.42, which he considers low value compared to what you get for your money at other sandwich and burger chains.
Sustainable Fish Sourcing Evolution
McDonald’s sources MSC-certified wild-caught Alaska Pollock for its Filet-O-Fish sandwich, with 100 percent of all fish sold in US restaurants certified sustainable. McDonald’s uses Pollock or Hoki, both certified by the Marine Stewardship Council (MSC), meaning the fish comes from sustainable fisheries that meet strict environmental standards.
McDonald’s USA worked with the Sustainable Fisheries Partnership and Conservation International for more than ten years to support sustainable fishing practices, with the company playing a leadership role in supporting sustainable fisheries for a decade. In 2013, U.S. restaurants switched to Alaska Pollock to ensure sustainability and consistent supply.
Regional Variations and Global Differences
In Japan, seasonal specials sometimes include shrimp variations, while in Singapore, the Double Filet-O-Fish appears more regularly on menus. The UK’s 2024 launch was part of a broader pattern where markets tested new versions, showing how McDonald’s adapted its classics to local tastes while keeping the essence of the sandwich intact.
Launching the double version in the UK allowed McDonald’s to study customer reactions in a controlled market, with the region’s mix of traditional fish-and-chips culture and fast-food enthusiasm making it ideal for testing. There are various international versions of that differ in the type of fish and batter or breading used.
Digital Marketing and App-Based Launches
The early app-based launch in July 2024 reflected how digital platforms drove new product campaigns, with exclusive deals encouraging users to engage through the brand’s online ecosystem, turning curiosity into measurable sales and feedback. This strategy represented McDonald’s broader shift toward digital-first marketing approaches.
The app promotion generated significant buzz among customers, demonstrating the power of limited-time offers delivered through mobile platforms. McDonald’s has increasingly relied on its app to test new products and gather customer data before wider market releases.
The Half-Slice Cheese Mystery
One of the unique aspects of recipe is that it only includes half of a slice of cheese, with McDonald’s crew members instructed to cut the cheese in half rather than use the full slice. This is not an instance of shrinkflation but has everything to do with maintaining a balance of flavors, as cheese should not be the primary flavor when you bite into the sandwich.
The half slice of cheese is important because a full slice would overpower the fish, though customers can request a full slice if the half is deeply upsetting to them. This detail highlights McDonald’s attention to flavor balance in their recipe development.
Pronunciation Debates and Cultural Impact
A recent survey found that 33% of UK diners mispronounce it as “Fil-LET” instead of “Fil-LAY,” with McDonald’s confirming the correct pronunciation is “Fil-LAY-O-Fish.” The pronunciation mix-up adds to the sandwich’s quirky personality and sparks playful debates online.
became more than a sandwich, becoming part of family memories, with its mild flavor and soft texture evoking nostalgia and reminding people of road trips and childhood meals, helping it stay relevant even as fast-food trends changed.
The Lent Connection Remains Strong
Even though meat-free Fridays aren’t practiced by most Catholics year-round, the fish option still seems important for religious customers, with about a quarter of McDonald’s Filet-O-Fish sales occurring in the spring during Lent. The sandwich becomes particularly popular during Lent, when many customers seek out non-meat options.
The sandwich was created in 1962 by Lou Groen, an Ohio franchisee who wanted a meatless Friday option for Catholic customers, reflecting a practical approach to meeting local demand that turned into a signature item with broad appeal. The religious connection continues to drive seasonal sales spikes decades later.
Expert Analysis and Former Employee Insights
Former McDonald’s corporate chef Mike Haracz investigated the shrinkflation claims and revealed that while the sandwich looks bigger than those featured in other videos, “it is still certainly tiny,” with the filet appearing thinner but seeming largely the same to him.
Haracz backed up the assertion that isn’t shrinking, saying in a TikTok video that he didn’t think it was “any smaller than it has been for a while.” One former employee who worked at McDonald’s from 2006-2008 claims that the size of has not changed since then.
