Long John Silver's unveils new logo, reports higher earnings

Published on
September 29, 2016

Long John Silver’s unveiled a new logo and branding strategy at its annual national convention in Louisville, Kentucky, U.S.A., which is taking place from Tuesday, 27 September through Thursday, 29 September.

Long John Silver’s has more than 1,000 restaurant locations across the globe, and more than 400 vendors, franchisees and others are attending its national conference this week.

The restaurant chain’s leadership team presented the updated logo and brand strategy during a uniform fashion show featuring LJS’s television spokesperson, Kenneisha Thompson. The brand’s new multi‐faceted digital campaign revolves around a core of three dramatic “spoken cinema” pieces, focusing on sustainability, quality and family.

“This brand has been around for 47 years, so we were careful to stay true to our roots and our core customers while introducing something fresh and new,” said Marilyn Nicholson, LJS’s vice president of marketing, media & promotions.

While the previous logo features the restaurant chain’s name in bold block letters, topped by a small fish, one version of the new logo is a round, blue seal with a large fish in the middle, surrounded by the words, “Long John Silver’s Seafood and Chicken.”

While many restaurant chains have reported declining sales over the past few months, LJS continues to grow with its strategy of focusing on core productis and operations.

“We have been running positive growth, counter to the current downturn trend. We focus on what we need to do to drive traffic and sales in a way that resonates with our core consumers,” Nicholson said. “Our strategy is to focus on our core products and operations. These are the things that made our customers fall in love with us and what keeps them coming back.”

LJS has a “vibrant value message that our consumers have really responded to,” Nicholson said “We’ve seen a great response in promotions like our Reel Deal box, which was recently returned for a limited time this fall.” (The Reel Deal box sells for USD 5 [EUR 4.46 ]).

LJS offered the Reel Deal box, which includes an entrée, side, hushpuppies, dessert and drink, immediately after Lent through 23 May. The restaurant chain also offered a wild-caught, hand-battered, premium Alaska cod meal that included fries and two hushpuppies for USD 5.99 (EUR 5.34) during Lent.

As a result, LJS realized the “highest Lent results over the past three years,” according to Nicholson.

The announced return of the Real Deal box for the fall continues a trend of LJS focusing on the seasonal needs of its customers, Nicholson said.

“While the Lenten season provides a wonderful opportunity to be top of mind with consumers, we want to make sure that Long John Silver’s remains relevant throughout the year,” she told SeafoodSource in April. “For example, the Reel Deal box provides an incredible value during a time when people are really starting to save for things like summer vacations.”

Darren Tristano, president of foodservice consulting firm Technomic Inc., said Long John Silver’s was succeeding in the crowded fast food marketplace.

“Long John Silver’s is doing better. It is refreshing its stores and offering high-quality items such as grilled instead of just fried,” Tristano said.

Contributing Editor

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