"In time for national seafood month, Kentucky-based chain announced that it's dropping the golden yellow fish illustration for a similarly styled chicken illustration. It's also adding the words "Chicken" and "Seafood" to its lock-up. "Guests have been telling us for years that our chicken is a best-kept secret," Long John Silver's senior vice president of marketing and innovation Christopher Caudill said in a statement. "It's time we let that secret out.""
"The new logo shows up on the Long John Silver's website and social media, and it's expected to be on the wrap of the chain's car at the South Point 400, a NASCAR Cup Series stock car race this Sunday in Las Vegas. The company didn't indicate in its announcement whether the rebrand is permanent, nor whether it will also appear in store and on signage nationwide (Long John Silver's did not respond to a request for comment)."
"Founded in 1969 and named after a pirate on Treasure Island, Long John Silver's was designed to bring seafood to the landlocked parts of the U.S. But diners in places like Des Moines and Denver aren't necessarily looking for fish and shrimp these days-they are looking for chicken. Fast-food chicken sales now account for more than $53 billion in annual revenue for U.S. restaurants, according to data from Technomic, a market research firm."
Long John Silver's replaced the golden yellow fish logo with a similarly styled chicken illustration and added the words "Chicken" and "Seafood" to its lock-up. The new logo appears on the company's website and social media and is planned for the wrap of the chain's car at the South Point 400 NASCAR race. Company leadership said guests long considered the chicken a best-kept secret and signaled intent to promote that offering. The announcement did not state whether the change is permanent or whether signage and in-store branding will follow. The move aligns with promotional brand transformations and rising fast-food chicken sales nationwide.
Read at Fast Company
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