Long John Silver’s Rebrands With Chicken As The Core Of Its New Menu Strategy- A Bold Pivot In Fast Food
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Long John Silver’s Rebrands With Chicken As The Core Of Its New Menu Strategy- A Bold Pivot In Fast Food

Long John Silver’s, long known for battered fish, shrimp, and coastal branding, is making a bold pivot. The brand is now placing chicken front and center, retooling its logo, menu, and marketing to reflect a “CHICKEN + SEAFOOD” identity.

This makeover signals a strategic shift to capture more of the growing poultry market while retaining its seafood heritage.

In this article, you’ll get the latest facts, figures, and insights into how Long John Silver’s is executing this rebrand.

We’ll break down the changes, explore the challenges, and examine whether this pivot can reinvigorate a brand that has shrunk in footprint in recent years.

What’s Changing: Logo, Identity & Messaging

1. New Visual Identity

  • The brand has replaced its signature fish graphic with a stylized chicken icon.
  • The logo now includes a lockup reading “CHICKEN + SEAFOOD” to emphasize dual focus.
  • The redesign is already live on digital platforms and will soon expand to physical assets, packaging, signage, and more.
  • The rebrand will also be unveiled via a vehicle wrap on the Long John Silver’s Front Row Motorsports NASCAR car, spotlighting the new chicken icon in a high-visibility setting.

2. Brand Rationale & Messaging

  • In communications, the company states the new logo and tagline “accurately reflect the breadth of our full menu, which includes both crispy, tender chicken and delicious, mouthwatering seafood.”
  • The pivot is not to abandon seafood, but to elevate chicken to equal billing in brand identity.
  • The company says they have been receiving guest feedback for years requesting more emphasis on chicken menu items.

The Menu Reality: Chicken in the Mix

Long John Silver’s is not launching chicken from scratch — it already has chicken items. Here’s how chicken fits in now:

Menu Item / LineDescription / Role in MenuNotes / Comments
Chicken Planks (hand-battered strips)Existing chicken offeringHelps to reinforce that chicken has been part of menu already
$6 Basket (with chicken)2 tenders + side + 2 hushpuppiesPositions chicken as value option
Test items (Nashville Hot Chicken, Chicken Wraps)Pilot / trial offersThey tested at flagship in Louisville; feedback described as “overwhelmingly positive”
Seafood itemsFish, shrimp, mixed seafood combosRemain part of core DNA even after the rebrand

The strategy is not to drop seafood but to balance the menu, so that chicken is no longer a side act but a core component of the brand’s value promise.

Opportunities & Risks

1. Opportunities

  1. Wider consumer appeal — Chicken tends to have broader acceptance (less dietary restriction, more familiarity) than seafood in many markets.
  2. Menu flexibility — Chicken allows for many styles (spicy, grilled, wraps, tenders) which can help innovate faster.
  3. Cross-selling — The “+ seafood” identity ensures seafood purists are not alienated, allowing the brand to cross-sell.
  4. Marketing resonance — The bold visual and tagline shift create buzz and media attention, which may drive trials and visits.

2. Risks & Challenges

  • Brand identity confusion — Long John Silver’s has long been associated with seafood; shifting too fast may disorient loyal customers.
  • Operational complexity — Scaling chicken quality and consistency across systems demands supply chain adaptation, new training, equipment, and possibly higher overheads.
  • Cannibalization — Chicken offerings might compete with existing seafood combos, reducing overall margin.
  • Execution risk — If rollout is inconsistent across stores, the new promise will ring hollow.

What to Watch Next

  • How fast the new logo appears in physical restaurants (signage, packaging, uniforms).
  • Whether Long John Silver’s adds more chicken-centric items (e.g. sandwiches, wings) as part of the rollout.
  • Effects on same-store sales: Will the repositioning lead to upticks or further declines?
  • Franchisee and customer reaction—are franchisees supportive of the shift, and do guests embrace it?

Long John Silver’s is making a bold bet: that chicken can carry part of the brand’s future.

By rebranding to “CHICKEN + SEAFOOD,” swapping its fish logo for a chicken icon, and promoting its existing chicken menu items, the chain is signaling that it intends to compete more directly in the chicken-forward fast food space.

This is a high-stakes move. If executed well, it could arrest decline and re-energize growth. If done poorly, it risks confusing the brand’s identity and alienating loyal seafood lovers.

Either way, the rebrand is a clear declaration of intent: Long John Silver’s will no longer be just a seafood chain — it is staking a claim in the chicken arena.

FAQs

Will Long John Silver’s drop fish and seafood entirely?

No. The shift is toward complementarity. The new identity is “CHICKEN + SEAFOOD,” not chicken-only. Seafood remains part of its DNA.

Do they already sell chicken today?

Yes — their menu includes Chicken Planks (strips) and chicken options within value baskets. They’ve also piloted Nashville Hot Chicken and Chicken Wraps.

Why now?

Because chicken is booming in fast food, while Long John Silver’s has faced declining sales and closures. This rebrand is an attempt to regain momentum by tapping into consumer trends and refreshing the brand identity.


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