Long John Silver's Embraces Chicken, Updates Logo to Boost Customer Base
Long John Silver's, the iconic seafood chain established in 1969, is set to boost its customer base by emphasizing its chicken menu items. The brand, named after the Treasure Island character, has been serving chicken for years, with popular items like 'Chicken Planks' and 'Nashville Hot Chicken'.
In a strategic move, Long John Silver's has updated its logo to feature a chicken, reflecting its commitment to expanding beyond its traditional seafood offerings. The new logo, which also bears the tagline 'Chicken + Seafood', is a departure from the 2021 logo and signifies the brand's intent to appeal to a broader range of customers.
The chain, which has average unit volumes of $830,000, is aiming to increase its customer base and compete more effectively in the fast-food industry. The new logo will be rolled out across digital platforms and will make its debut on a NASCAR car in Las Vegas, providing high-visibility promotion for the brand's chicken menu items.
Long John Silver's, once boasting nearly 1,500 locations, has faced financial challenges that led to store closures. However, the brand is now focusing on its chicken menu as a significant part of its future, a move that could help attract more customers and revitalize the chain's fortunes.
