Long John Silver’s re-launches website


SeafoodSource staff

Published on
February 16, 2011

Long John Silver’s is for sale, but that hasn’t stopped parent company Yum! Brands from redesigning the quick-service seafood chain’s website.

Long John Silver’s announced the re-launch of its website, www.longjohnsilvers.com, via its Twitter account on Thursday. The new site features the company’s new logo and tagline (“we speak fish”), menu, nutritional information, coupons and a restaurant locator.

It also features a category titled “Seafood Experts,” in which the company explains the process of delivering fish from the ocean to the its restaurants: “Over the last 40 years, we've learned that to get great seafood you don't need a lot of time, you don't need a lot of fuss, and you definitely don't need a lot of money. The only thing you really need is know-how. And at Long John Silver's, you get more because we know more.”

The site is peppered with images of fishermen, fishing boats and fishing nets, as well as its menu items, including Alaska pollock and Pacific white shrimp.

Yum! announced last month that it’s selling Long John Silver’s and A&W All-American Food Restaurants because the two brands do not fit into the Louisville, Ky.-based quick-service giant’s long-term growth strategy, according to David Novak, the company’s chairman and CEO. Yum! acquired Long John Silver’s, along with A&W, from Yorkshire Global Restaurants for USD 320 million in 2002. Long John Silver’s is the United States’ largest quick-service seafood chain’s and, together with A&W, generates about USD 1 billion in annual sales.

Just last week, Long John Silver’s announced that its gearing up for Lent with its Seafood Feast, featuring batter dipped pollock, lobster stuffed crab cakes and butterfly shrimp for USD 5.99. The promotion runs from 28 February through 24 April.

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