Long John Silver’s Unveils New Logo Centering on Chicken Offerings

Long John Silver’s has introduced a new logo that emphasizes its focus on chicken, marking a significant shift in its branding strategy. On October 3, 2023, the Lexington-based seafood chain unveiled a refreshed design featuring a stylized chicken, reflecting the company’s intention to promote its expanding non-seafood menu items.

The rebranding aims to bring attention to Long John Silver’s hand-battered chicken offerings, which the company describes as a “best-kept secret.” Marketing executive Christopher Caudill stated, “Guests have been telling us for years that our chicken is a best-kept secret. Our hand-battered chicken strips—known as Chicken Planks—are every bit as crave-worthy as our legendary fish. It’s time we let that secret out.”

New Menu Items and Brand Direction

In conjunction with the logo change, Long John Silver’s is testing several new chicken-based menu items. These include the Spicy Nashville Hot Chicken and Seafood and Chicken Wraps, which feature the brand’s signature Crumblies, sauces, and other ingredients wrapped in a warm tortilla. This initiative highlights the company’s commitment to diversifying its menu while retaining its seafood heritage.

Caudill emphasized the importance of seafood to Long John Silver’s identity, stating, “This brand was built on making the coastal experience accessible to everyone, so seafood will always be part of our DNA. But chicken is also part of our heritage—and a big part of our future—so it deserves its rightful place on our logo, our menu, and our guests’ tables.”

The decision to revamp the logo aligns with broader trends in the fast-food industry, where chains increasingly adapt their offerings to meet changing consumer preferences.

Market Reactions and Industry Context

Long John Silver’s rebranding comes at a time when other restaurant chains are also undergoing significant changes. Earlier this year, Cracker Barrel faced scrutiny after unveiling a new logo that sparked political debate online. The redesign, which simplified the restaurant’s longtime emblem, faced backlash from some customers, leading the chain to revert to its original logo.

As Long John Silver’s navigates its own rebranding, the company appears focused on attracting a wider audience by showcasing its diverse menu. The introduction of chicken-centric items signals a strategic shift, allowing the brand to compete more effectively in a crowded market.

With the new logo and menu items, Long John Silver’s aims to enhance its presence among fast-food options. As it embraces this evolution, the company will likely continue to monitor consumer responses to its latest initiatives.