How to Enjoy Long John Silver’s New Chicken and Seafood
Long John Silver’s, famous for fried seafood, has unveiled a new logo with a stylized chicken and the tagline “CHICKEN + SEAFOOD.”
The redesigned logo is already visible on the company’s website and social media channels. It will also be showcased on the Long John Silver’s Front Row Motorsports race car during the South Point 400 at the Las Vegas Motor Speedway on October 12. According to the company, the new branding will gradually roll out across restaurants, packaging, and marketing materials.
Why the Logo Changed
Christopher Caudill, Senior Vice President of Marketing and Innovation at Long John Silver’s, said the rebrand highlights a long-overlooked part of the menu: chicken. The brand’s hand-battered chicken strips, called Chicken Planks, have been popular for years but were often overshadowed by its seafood offerings. Caudill said, “Our Chicken Planks are every bit as crave-worthy as our legendary fish. It’s time we let that secret out.”
The updated logo and menu direction reflect a rising trend across the fast-food industry — the growing demand for chicken. Chains such as McDonald’s, Wendy’s, Chick-fil-A, and Popeyes continue to compete aggressively in the chicken market. According to a recent consumer survey from the National Cattlemen’s Beef Association, chicken is the most popular protein in the U.S., with 44% of consumers choosing it as their top preference.
What the New Branding Means
Although the logo now features a chicken, Long John Silver’s emphasizes that seafood is still central to its legacy. Signature dishes like wild-caught Alaska fish, shrimp, crab cakes, and grilled salmon remain menu staples. The new branding highlights expanded variety, but does not diminish the company’s seafood heritage.
Mixed Reactions
Not all consumers are happy about the change. Some longtime fans fear the brand is moving too far from what made it unique. Critics argue that downplaying the fish could confuse customers and dilute the brand’s legacy. Others, however, appreciate the more modern and inclusive approach to the menu.
Industry watchers note that bold rebrands, such as Maxwell House and IHOP’s notable changes, can reinvigorate a company or create backlash.
A Bold Gamble
Long John Silver’s believes emphasizing chicken will attract new customers and keep the brand competitive. While honoring its legacy, the company remains committed to evolving with this logo change. Long John Silver’s hopes to secure a lasting place in the fast-food industry with its new branding.
Disclaimer
Some content in this article is taken from press releases, public sources, and news coverage to ensure factual accuracy.