How to Embrace Long John Silver’s New Menu Shift
In a move that has stirred waves across the fast-food industry, Long John Silver’s—the iconic American seafood chain—has embarked on a transformative rebrand that redefines what fans have long associated with the brand. For the first time in nearly a decade, the restaurant has introduced a major logo update—and the new design might surprise even its most loyal customers.
The revamped logo swaps out the familiar imagery of deep-fried fish for a cartoon chicken, boldly announcing a new era where chicken takes center stage alongside seafood. Accompanied by a new slogan, “CHICKEN + SEAFOOD,” Long John Silver’s is signaling a deliberate shift in identity that embraces both sides of its menu’s personality.
This isn’t just a cosmetic update—it’s a declaration of flavor, heritage, and evolution. And for a brand with nearly half a century of history, that’s a big deal.
A Fresh Wave of Change After a Decade
The logo update marks Long John Silver’s first major brand refresh in almost ten years, signaling the company’s renewed effort to connect with younger audiences while still honoring the nostalgia of its loyal fanbase.
Over the years, Long John Silver’s has remained a staple in American dining, known for its battered fish, hush puppies, and fried shrimp—a true seaside meal even for those miles from the ocean. But beneath the fried fish and nautical décor, there’s always been a hidden gem: the Chicken Planks.
These hand-battered chicken strips have long held a quiet cult following, often described by fans as the chain’s “best-kept secret.” With the new logo, Long John Silver’s is finally acknowledging what many fans already knew: its chicken is every bit as legendary as its seafood.
The Chicken Makes Its Grand Debut
According to a press release from Long John Silver’s, the new design was inspired by years of customer feedback highlighting the brand’s chicken offerings.
Christopher Caudill, the company’s offerings.
Christopher Caudill, the company’s Senior Vice President of Marketing and Innovation, emphasized that the change reflects what guests have been saying for years.
“Guests have been telling us for years that our chicken is a best-kept secret,” said Caudill. “Our hand-battered chicken strips—known as Chicken Planks—are every bit as crave-worthy as our legendary fish. It’s time we let that secret out.”
The new “CHICKEN + SEAFOOD” tagline underscores this balance, showing that the brand isn’t turning its back on its maritime roots—it’s simply broadening its horizon.
Testing the Waters: A Successful Pilot in Louisville
Before launching the redesign nationwide, Long John Silver’s tested its new direction at its flagship restaurant in Louisville, Kentucky.
The test was more than just a logo experiment—it was a full-blown culinary trial. The location introduced a variety of chicken-forward dishes, blending the brand’s signature coastal charm with Southern-inspired flavors.
Among the highlights were:
- Nashville Hot Chicken & Seafood – a spicy, flavor-packed fusion meal
- Crispy Chicken Wraps – combining convenience with signature batter crunch
- Chicken Platter Combos – pairing Chicken Planks with classic hush puppies and fries
The customer response? Overwhelmingly positive. According to internal reports, the trial drove a noticeable increase in sales and repeat visits, validating the decision to highlight chicken on a national scale.
A Logo That Tells a Story
Branding experts often say that a company’s logo tells its story at a glance—and Long John Silver’s new logo does just that.
The redesigned emblem introduces a playful cartoon chicken, infused with the same nautical whimsy that has defined the chain since its founding in 1969. The shift from fish to chicken doesn’t erase history—it expands it, symbolizing how the brand has evolved while still sailing on familiar seas.
The new logo also employs brighter, more modern colors and simplified shapes, aligning with contemporary design trends across the food industry. This minimalist approach enhances readability, digital versatility, and social media appeal—all crucial elements in today’s competitive market.
Why Now? The Strategic Timing Behind the Change
So why make the switch now, after years of being known as the go-to seafood chain?
The answer lies in consumer trends and diversification. Over the past decade, Americans have shifted their dining habits, with more people seeking variety, convenience, and comfort flavors.
Chicken, in particular, has become one of the most competitive fast-food categories—dominated by chains like Chick-fil-A, KFC, and Popeyes. For Long John Silver’s, tapping into this booming market makes perfect sense.
By highlighting chicken alongside seafood, the brand is positioning itself as a dual-protein destination, appealing to both seafood lovers and chicken enthusiasts alike.
This strategy also serves a practical purpose: chicken tends to have more stable supply chains and lower price fluctuations than seafood, offering a buffer against rising costs and sourcing challenges.
A Nod to the Brand’s Coastal DNA
Despite the introduction of chicken to the forefront, Long John Silver’s insists that seafood remains the heart of its brand.
As Caudill reaffirmed:
Seafood is part of the DNA of this brand because it makes the coastal experience accessible to everyone. Chicken is also part of our heritage-and a big part of our future-so it deserves a place on our menu and on our guests’ tables.”
This balance between past and present, between coast and countryside, is at the heart of the new brand identity. Long John Silver’s isn’t abandoning the sea—it’s inviting land and sea to share the same plate.
Evolving the Menu for Modern Tastes
Alongside its logo and slogan, Long John Silver’s has hinted at upcoming menu innovations designed to reflect its new “CHICKEN + SEAFOOD” philosophy.
Insiders suggest that fans can expect to see more flavor-forward, limited-time offerings that fuse both proteins in creative ways. From surf-and-turf platters to signature dipping sauces and spicy new seasonings, the menu expansion promises to keep taste buds guessing.
Moreover, the company is investing in digital ordering, mobile app rewards, and delivery partnerships, ensuring the brand remains accessible to the next generation of diners who crave convenience as much as quality.
Marketing Anchored in Fun and Familiarity
The rebrand isn’t just about visuals—it’s about connection.
Long John Silver’s is rolling out a comprehensive marketing campaign across social media, television, and in-store promotions, celebrating the humor and heritage that have always made the brand distinct.
Fans can expect playful taglines, chicken vs. fish debates, and limited-edition merchandise featuring the new mascot. It’s a strategy that embraces nostalgia while engaging with younger audiences who value authenticity and lighthearted storytelling.
By weaving its signature maritime theme with a dose of land-based charm, Long John Silver’s is crafting a narrative that’s both memorable and marketable.
Industry Reactions: Riding the New Wave
The restaurant industry has taken notice of Long John Silver’s bold move. Marketing analysts praise the chain for modernizing without losing its core identity, a balance many legacy brands struggle to achieve.
Branding expert and food industry analyst Megan Willis notes,
“What Long John Silver’s is doing is smart. They’re not replacing their core product—they’re expanding it. By emphasizing chicken, they’re opening doors to a wider audience without alienating their seafood base.”
Social media reactions mirror this sentiment. On platforms like X (formerly Twitter) and TikTok, fans have been sharing their excitement about the change—especially those who’ve long praised the restaurant’s Chicken Planks as “the real reason to visit.”
A Look Back: From the Seas to the Heartland
Founded in 1969, Long John Silver’s was born from America’s fascination with seaside adventure. The name itself references the swashbuckling pirate from Robert Louis Stevenson’s classic novel Treasure Island, and for decades, the brand’s nautical theme—complete with ship-like restaurants and ocean-inspired décor—set it apart.
But times change. Today’s diners are less focused on theme dining and more on flavor authenticity, ingredient quality, and innovation. Long John Silver’s knows this, and its latest transformation shows a keen awareness of evolving customer expectations.
In a world where branding fatigue and menu stagnation can sink even established chains, this change feels fresh, relevant, and rooted in genuine customer insight.
Sailing Toward a Flavorful Future
This rebrand isn’t just about chicken. It’s about balance, growth, and modern relevance. By celebrating both chicken and seafood, Long John Silver’s is positioning itself for sustained success in an increasingly competitive market.
The move reflects a brand that listens to its fans, acknowledges its strengths, and isn’t afraid to evolve. With its new logo, updated slogan, and innovative menu direction, Long John Silver’s is poised to ride a new wave of popularity—anchored in tradition, but driven by innovation.
This means more choices, more flavor, and more reasons to visit Long John Silver’s.
Conclusion
Long John Silver’s latest logo update represents more than a design refresh—it’s a bold declaration of culinary identity. While honoring its maritime heritage, the chain embraces chicken as a co-star to its beloved seafood.
The new “CHICKEN + SEAFOOD” branding encapsulates this spirit perfectly: a harmonious blend of land and sea, nostalgia and novelty, tradition and transformation.
By continuously innovating and engaging fans, Long John Silver’s is making waves.