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Long John Silver's Bets on Chicken to Revive Sales

After years of closures, Long John Silver's is betting on chicken to turn its fortunes around. The new logo and expanded menu aim to appeal to a broader customer base.

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There is a food item is kept in a white color plate as we can see in the middle of this image....
There is a food item is kept in a white color plate as we can see in the middle of this image. There is a logo present at the bottom of this image.

Long John Silver's Bets on Chicken to Revive Sales

Long John Silver's, the iconic seafood chain established in 1969, is shifting its focus. Despite its name and history, the restaurant is now emphasizing chicken to draw in more customers and enhance sales.

The chain, which once boasted nearly 1,500 locations, has faced numerous closures in recent years. To reverse this trend, Long John Silver's is banking on chicken. This protein is a favorite among American consumers, who consume five times more chicken than seafood.

Long John Silver's has been offering chicken for years, with items like Chicken Planks and Nashville Hot Chicken on the menu. Now, the chain is making its chicken focus more prominent. In 2022, it introduced a new logo featuring a chicken, replacing its original logo that had been in use for over five decades. The new logo also includes the tagline 'Chicken + Seafood', reflecting the expanded menu.

The new logo is being rolled out on digital platforms and will make its debut on a NASCAR car in Las Vegas. Long John Silver's views this change as a significant step towards attracting more customers and improving stagnant sales. Despite its seafood origins, the chain is embracing chicken to appeal to a broader customer base and boost its average unit volumes.

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