Long John Silver’s said it will debut a $10 Family Pack on Sunday in an effort to bring more families together for a seafood dinner. The promotion will run for two weeks.
The combo meal, designed to feed a family of four, includes eight pieces of Alaskan whitefish, a family-size order of coleslaw, and 12 pieces of hushpuppies. To sweeten the deal aimed directly at the dinner daypart, Long John Silver’s will offer a free piece of its specialty pie desserts to any customer that presents a coupon from a competing pizza restaurant. The pizza sector, and especially Pizza Hut, which is a sister brand to Long John Silver’s under Yum! Brands, has been heavily promoting the $10 price point.
“I remember when eating together was a cornerstone of family life,” said Barry Westrum, chief marketing officer for Long John Silver’s. “We’re trying to revive that tradition with $10 Family Packs, by offering a convenient meal option that fits the modern American lifestyle. We invite the nation to bring back the family dinner with help from Long John Silver’s — without breaking the bank.”
A $10 pizza deal guided a sales turnaround for Pizza Hut, which achieved mid-single-digit gains in same-store sales the past few quarters on the strength of a $10 any-size-pizza limited-time offer. That eventually led to a simplified pricing structure of $8 medium pizzas and $10 large pies.
Long John Silver’s has more than 1,100 restaurants worldwide and is a division of Louisville-based Yum! Brands Inc., parent to KFC, Pizza Hut and Taco Bell.
Contact Mark Brandau at [email protected].