Long John Silver’s, the quick service restaurant chain known for hand-battered fish and golden shrimp, is making waves with an unexpected announcement: a new look that puts chicken front and center.
The Louisville, Kentucky-headquartered company has unveiled a redesigned logo that swaps its signature fish illustration for a stylized chicken, accompanied by a new “CHICKEN + SEAFOOD” lock-up. The refreshed design is being rolled out across digital platforms and will be further cemented with the debut of a new chicken icon wrap on the Long John Silver’s Front Row Motorsports car during the South Point 400 race.
“Guests have been telling us for years that our chicken is a best-kept secret,” said Christopher Caudill, Long John Silver’s senior vice president of marketing and innovation. “Our hand-battered chicken strips – known as Chicken Planks – are every bit as crave-worthy as our fish. It’s time we let that secret out.”
The move builds on successful product testing at the chain’s new flagship location in Louisville that featured chicken in a variety of bold flavors and forms. From spicy Nashville Hot Chicken and Seafood to Chicken Wraps with the QSR’s signature Crumblies, sauces and other ingredients in a warm tortilla, management reports that feedback has been overwhelmingly positive with guests saying the offerings outshine similar items at competing restaurants.
Alongside testing new products, the brand is currently spotlighting chicken as part of its $6 Basket lineup. Giving diners even more ways to enjoy their chicken and seafood favorites, the menu includes four basket options: tender Chicken Planks, hand-battered fish, batter-dipped shrimp and grilled shrimp.
While chicken is stepping into the spotlight, Long John Silver’s emphasizes that seafood remains a cornerstone of its operation. Customers can still dig into popular menu items such as:
• Hand-battered shrimp and wild-caught Alaska fish
• Crispy breaded crab cakes and surf clams
• Grilled shrimp and grilled wild-caught salmon meals, bowls, and tacos
“This brand was built on making the coastal experience accessible to everyone, so seafood will always be part of our DNA,” said Caudill. “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 updated logo and campaign are designed to highlight the the chain’s versatility in a fast-growing chicken category and to spark conversation.
