Long John Silver's rebranding effort kicks off

Feb. 10, 2011

Just in time for Lent, the busiest time of the year for seafood consumption, Long John Silver's is imparting a new marketing message revolving around the tagline "We Speak Fish."

To leverage the message, from Feb. 28 through April 24, Long John Silver's will spotlight some of the most popular seafood favorites through its Seafood Feast, featuring batter-dipped pollock, lobster-stuffed crab cakes and butterfly shrimp for $5.99.

Also spotlighted are contemporary hand-prepared entrees that are lower in calories and fat from the Freshside Grille menu, such as Pacific Grilled Salmon, Grilled Tilapia and Shrimp Scampi.

"As one of America's most popular casual seafood restaurants, we are focused on offering our customers delicious, value-priced menu items during Lent and year-round," said John Villanueva, chief marketing officer for Long John Silver's. "We invite everyone to celebrate this season at Long John Silver's to enjoy all their seafood favorites, hand prepared with fresh ingredients every day — simple, easy and affordable."

Long John Silver's is ready to unveil its new visual identity that includes a new logo and the "We Speak Fish" message. Changes have also been made to the company's website and will debut Feb. 14. It will include new merchandising and promotional materials.

"We are proud of Long John Silver's rich history and the progress we have made over the last 40 years," said Villanueva. "We look forward to elevating our menus, restaurants and overall dining experience in order to reach a new generation of seafood lovers."

The reimaging effort comes shortly after Long John Silver's parent company, Louisville, Ky.-based Yum! Brands, announced it was seeking buyers for the brand.

The initiative also ups the ante on the quick-service seafood battle. Rival Captain D's has recently undergone a major rebranding effort as well, including a revamped menu, reimaged stores, a new advertising campaign and an overhaul of management.


Topics: Business Strategy and Profitability , Customer Service / Experience , Food & Beverage , Health & Nutrition , Marketing / Branding / Promotion , Online / Mobile / Social , Operations Management , Restaurant Design / Layout , Seafood , Sustainability

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