October 14 2026
Creators, from food reviewers to former McDonald’s chef Mike Haracz and restaurant crew members, turn a decades-old sandwich into repeatable, comment-driving content. Something fishy is going on. First, it was the sardine craze. Stores are still low on stock. Now, it is McDonald’s Filet-O-Fish. For decades, the single sea-faring item on the chain’s menu occupied a specific, unglamorous niche in
Arthur Zaczkiewicz
Creators, from food reviewers to former McDonald’s chef Mike Haracz and restaurant crew members, turn a decades-old sandwich into repeatable, comment-driving content.
Something fishy is going on. First, it was the sardine craze. Stores are still low on stock. Now, it is McDonald’s Filet-O-Fish.
For decades, the single sea-faring item on the chain’s menu occupied a specific, unglamorous niche in the fast-food ecosystem. It was the sandwich your grandfather ordered on Fridays, or the quiet option tucked away between glowing pictures of Big Macs and Quarter Pounders. Yet, across TikTok, Instagram, and YouTube, the modest, steamed bun and square fish patty have transformed into pure social media gold.
The rise of the Filet-O-Fish as a viral sensation speaks volumes about how algorithmic culture transforms ordinary objects into extraordinary content.
Why Does the Filet-O-Fish Work So Well in Short Video?
What makes a fifty-year-old fish sandwich so irresistible to modern content creators? The answer lies in a mix of ASMR-friendly sensory appeal, internet polarization and customized menu “hacks.” The Filet-O-Fish possesses distinct physical attributes that translate brilliantly to short-form video. The pillowy, pillowy-soft steamed bun produces an irresistible visual squeeze, while the golden crispy crunch of the patty creates an auditory punch that microphone-wearing creators dream of. Combined with the creamy splash of tartar sauce and the strangely precise geometry of a single square patty, the sandwich provides an instantly recognizable canvas.
The sandwich also thrives on controversy, which remains the primary engine of engagement on platforms like TikTok. Few fast-food items elicit such passionate debate. Online commentary is split down the middle between loyalists who argue it is the most underrated masterpiece on the menu and skeptics who find fast-food seafood terrifying.
Why Does the Filet-O-Fish Spark So Many Comments?
When a creator posts about the Filet-O-Fish, the comment section becomes an active battlefield. Every debate over whether half a slice of American cheese is an insult or a culinary ratio choice drives thousands of comments, propelling the video straight to the top of user feeds.
Creators present this humble sandwich in vastly different, creative ways to capture audience attention. Food review influencers like Keith Lee and generic first-time-try vloggers lean into the drama of the bite test, filming up-close reactions that play off the viewer’s skepticism. Culinary creators and former corporate insiders, such as Chef Mike Haracz, approach it through the lens of optimization.
Haracz gained massive traction by showing followers how to hack the item, encouraging fans to swap out traditional tartar sauce for Big Mac sauce or double up on fish patties to achieve the ideal flavor profile.
What Can Other Brands Learn from the Filet-O-Fish?
Meanwhile, everyday McDonald’s workers turned content creators have pulled back the curtain, filming behind-the-scenes assembly videos that garner millions of views. Watching the dedicated steaming process of the bun or observing the precise squirt of sauce taps into a soothing, factory-like aesthetic that keeps viewers mesmerized. Grill-masters and food channels on YouTube, such as MG BBQ, take the trend a step further by attempting elaborate gourmet recreations at home, building artisan versions of the viral sandwich using brioche and scratch-made remoulade.
The viral success of the Filet-O-Fish demonstrates how social media rewards nostalgia reinvented through modern lenses. It is a product that feels both familiar and weird, simple yet controversial. By taking something overlooked and making it the center of debate, customization, and sensory enjoyment, digital creators have turned a quiet drive-thru staple into a full-blown cultural moment.
What fast-food menu item do you think deserves the next viral social media makeover?
Here are some creators and sources worth checking out:
- Chef Mike Haracz: Former McDonald’s corporate chef who frequently posts viral menu hacks, including exchanging tartar sauce for Big Mac sauce on the Filet-O-Fish and recommending bun swaps.
- Keith Lee: Prominent food reviewer known for his honest drive-thru/car food reviews and viral “bite-test” format.
- McDonald’s Crew TikTok Creators: McDonald’s employees whose behind-the-scenes assembly videos went viral, specifically demonstrating how the Filet-O-Fish buns are steamed and sparking widespread debate over why the sandwich only gets half a slice of cheese.
- MG BBQ/Culinary Recreations: YouTube food channels and creators who specialize in high-production reconstructions of viral fast-food items from scratch.
- Mukbang and ASMR Creators (Foodie Girl ASMR, SAS-ASMR, Big Guy Appetite): Content creators who focus on sensory eating sounds, taking advantage of the crispiness of the fish patty and the softness of the steamed bun.
Related article: The Endless Loop of Overconsumption
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