The aquaculture industry needs to increase the diversity of fish species to meet consumers' escalating demands. Burbot (Lota maculosa) has emerged as a promising candidate for such diversification. Nonetheless, a dearth of knowledge exists concerning their sensory characteristics and overall consumer acceptance. This study sought to investigate these crucial aspects, which are instrumental in assessing the market potential of this fish species. A consumer survey was conducted in Idaho from March through July 2017 to initially evaluate burbot's consumer acceptance and market potential. Results showed that over 96% of consumers liked the texture of burbot, 92% liked the flavor of the burbot, and 90% would try burbot again. Significant reasons for consumers' willingness to eat burbot included cooking preparation, tasty, mild flavor, excellent texture, and excellent flavor. Results from this indicate that burbot is a promising food fish candidate for commercialization. Based on these results, a follow-up panelists survey and sensory analysis were conducted in April 2019 to further investigate consumer acceptance and sensory properties of burbot when compared to other prominent aquaculture species (trout and tilapia). The three species exhibited different sensory profiles; however, burbot was ranked significantly higher for aroma, flavor, and taste. Conversely, panelists found tilapia and trout to be significantly (P < 0.05) firmer than burbot for firmness. The results from the sensory testing showed that 87% and 81% of panelists preferred burbot to tilapia and trout, respectively, and 79% would be willing to try this as a new species on the market. The distinct profiles of burbot indicate that this fish species would be highly marketable and if available would contribute to the diversification of U.S. commercial aquaculture by offering a delicate white fillet option to salmonids. •Consumers liked the texture and flavor of the burbot and expressed keen interest in consuming the burbot again as a new option in the market.•Burbot was preferred over trout and tilapia in terms of taste, aroma, flavor, and texture.•Burbot could be a highly marketable species and can help contribute to the diversification of U.S. commercial aquaculture by providing a delicate white fillet alternative to salmonids.