Long John Silver’s has debuted a new slogan, “We Speak Fish,” in an effort to update the more than 40-year-old seafood brand for a new generation of customers, the chain said Thursday.
The 1,100-unit Long John Silver’s — which parent company Yum! Brands Inc. is planning to sell — also is rolling out a new logo and a revamped website, which launches Monday. New merchandising and promotion materials will be phased in over the coming months.
The moves come in time for the season of Lent, when many Christians cut back on their meat consumption in favor of more fish.
“As one of America’s most popular casual seafood restaurants, we are focused on offering our customers delicious, value-priced menu items during Lent and year-round,” said John Villanueva, chief marketing officer for Louisville, Ky.-based Long John Silver’s.
The chain will run its Seafood Feast promotion Feb. 28 through April 24, featuring best-selling menu items like batter-dipped pollock, lobster-stuffed crab cakes and butterfly shrimp all for $5.99. Long John Silver’s also will promote its Freshside Grille menu, which includes lower-calorie options like Pacific Grilled Salmon, Grilled Tilapia and Shrimp Scampi.
Villanueva said the new logo and slogan are the first of many changes for Long John Silver’s, which is planning improvements to its food and restaurants.
“We are proud of Long John Silver’s rich history and the progress we have made over the last 40 years,” Villanueva said. “We look forward to elevating our menus, restaurants and overall dining experience in order to reach a new generation of seafood lovers.”
Contact Mark Brandau at [email protected]