Chicken is hot right now — seriously hot. Hot enough that even Long John Silver’s, the fried fish chain, chickened out and is swapping fins for feathers.
Here is everything you need to know about Long John Silver’s new logo.
What Did Long John Silver’s Logo Actually Change?
Long John Silver’s announced its logo will replace the classic fish icon with a chicken and will add the phrase “Chicken + Seafood” to its branding.
The new look is already live across digital platforms and will appear on the brand’s NASCAR vehicle at the upcoming South Point 400.
Why Chicken, and Why Now?
It’s about giving credit where it’s due, according to the company. “Guests have been telling us for years that our chicken is a best-kept secret,” said Christopher Caudill, senior vice president of marketing and innovation, in a release from the company. “It’s time we let that secret out.”
The chain’s Chicken Planks have apparently developed a quiet cult following, and recent menu tests — including Nashville Hot Chicken and chicken wraps — got strong feedback at the flagship Louisville location.
Does This Mean Less Seafood?
Not at all, the chain says. Shrimp, wild-caught Alaska fish, crab cakes, and grilled salmon are still mainstays. “This brand was built on making the coastal experience accessible to everyone, so seafood will always be part of our DNA,” said Caudill. “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.”
What Else Is New at Long John Silver’s?
Long John Silver’s is expanding its $6 Basket menu, featuring options like chicken, fish, shrimp, and grilled shrimp.
More Fast-Food News From Cheapism
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- I Tried 7 Fast-Food Fish Sandwiches. This Is the Best. — We tried seven popular fast-food fish sandwiches and ranked them. See where Long John Silver’s landed on the list.
