Long John Silver’s Rebrands Logo to Feature Chicken as Focus

Long John Silver’s has unveiled a significant rebranding of its logo, shifting the emphasis from its traditional fish to a stylized chicken. The new design, revealed on October 3, 2023, reflects the Lexington-based seafood chain’s commitment to spotlighting its non-seafood menu items, particularly its hand-battered chicken offerings.

The updated logo aims to communicate a fresh direction for the brand. According to Christopher Caudill, a marketing executive at Long John Silver’s, customers have long regarded the company’s chicken as a “best-kept secret.” He stated, “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 Highlight Chicken Focus

Along with the logo change, Long John Silver’s is testing various new chicken-based menu items. Among these are the Spicy Nashville Hot Chicken and Seafood and Chicken Wraps, which incorporate the brand’s signature Crumblies and sauces wrapped in a warm tortilla. Caudill emphasized the importance of both seafood and chicken in the brand’s identity, noting, “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 prioritize chicken follows a broader industry trend where fast-food chains are diversifying their menus. Long John Silver’s hopes that this rebranding will resonate with current and potential customers, reinforcing the quality and desirability of its chicken products.

Industry Context and Comparisons

The move to rebrand comes in the wake of similar actions taken by other restaurant chains. Earlier this year, Cracker Barrel faced significant public reaction after introducing a simplified logo that led to heated discussions online. The backlash prompted the chain to revert to its original emblem, showcasing the potential risks associated with brand modifications.

As Long John Silver’s seeks to redefine its image, the company aims to balance its legacy of seafood with a renewed focus on chicken. The success of this strategy will depend largely on customer reception and the effectiveness of the new menu items in attracting diners.

With the introduction of a fresh logo and expanded menu offerings, Long John Silver’s is positioning itself to tap into a competitive market that increasingly values diverse dining options while remaining true to its coastal roots.