The American restaurant chain Long John Silver’s, known for its fish and seafood dishes since 1969, has introduced a refreshed style. The change centers on the logo, where a chicken now replaces the traditional fish. The tagline “CHICKEN + SEAFOOD” reflects the expanded menu and a new perspective on the brand’s offerings.
Senior Vice President of Marketing Christopher Caudill noted that chicken dishes have long been a point of pride among the chain’s guests. The signature Chicken Planks® have become especially popular, nearly matching the demand for the classic fish options.
The shift gained momentum after an experiment in Louisville, Kentucky. There, the company launched an updated restaurant concept where the chicken menu received excellent feedback. Visitors particularly praised dishes like the “Nashville” chicken with seafood and wraps filled with Crumblies® pieces in a warm tortilla. According to the company’s estimates, the results exceeded those of competitors’ similar offerings.
The new concept is now part of the permanent menu. The “$6 Basket” format allows guests to choose between chicken tenders, breaded fish, and shrimp, prepared either fried or grilled. Seafood remains central to the brand, with wild-caught Alaskan fish, shrimp, clams, and crab cakes continuing to be featured.
The updated logo will appear on the brand’s platform and on the Long John Silver’s Front Row Motorsports race car during the South Point 400. The company emphasizes that chicken has always been part of its tradition and is now an official equal symbol of the brand, reflecting a broader range of flavors and an expanding audience.