Long John Silver's debuts new look this summer

May 10, 2017

Long John silver's customers will literally be able to "walk the plank" this summer after the chain debuts a redesign featuring "plank tile" flooring that mimics the feel of a seaside pier, a news release said. 

The 48-year-old chain tapped Studio 11 Design to remake its stores' look and feel, starting with the first location in Kenosha, Wisconsin. The redesign is refreshed take on the oceanfront mariner's shack that has long been part of the brand's identity. 

New elements include a blend of woodwork and metals with crisp white accents, rope, shell stone and sea glass. Custom-designed banquettes with ship-like lace-up details on the pier-plank flooring echo that same fishermen's wharf look and feel, along with numerous hidden details, such as each restaurant's longitude and latitude location inscribed inside its light fixtures, according to the release.


Topics: Business Strategy and Profitability, Furniture and Fixtures


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