News

Long John Silver's lengthens its reach with omnichannel gift card initiative

Logo: Long John Silver's

February 27, 2020

Long John Silver's has made a move to extend the reach of the seafood QSR brand through a digital payment and gift card partnership. The brand has partnered with global branded payments provider Blackhawk Network and gift card program provider Alliance Cost Containment to sell gift cards in the seafood QSR's stores nationally, as well as online and via app, a news release said. 

The omnichannel gift card purchasing program gives Long John Silver's both digital and traditional customer reach and adds the 100 million consumers in Blackhawk's network to the mix. 

"Long John Silver's partnered with Blackhawk to better serve our guest's needs, reach a wider audience and elevate our gift card program," Christopher Caudill, vice president of marketing at Long John Silver's, said in the release. "Our aim is to make sure gift cards are available where our guests shop daily and Blackhawk provides that visibility. Thanks to Blackhawk's expansive network, we are making the unique seafood experience from the coasts more accessible to consumers from sea to mouth-watering sea."

Research from Blackhawk Network found that instead of buying gift cards directly from a brand, 64% of consumers surveyed buy gift cards in-store from third party retailers — like grocery stores — that sell gift cards for a variety of brands. The research also found that 29% of consumers surveyed buy gift cards online from third party retailers. Long John Silver's made the move to keep pace with the changing shopping landscape, the release said. 

"Gift cards are the number one consumer gift preference and have a multitude of other applications, so leveraging all available sales channels can be a key competitive differentiator," said Jennifer Philo, group vice president of business development at Blackhawk Network, in the release. "Restaurant gift cards are extremely popular, and Blackhawk's expertise in connecting brands with people will help Long John Silver's extend the reach of its gift card program to drive sales and attract new customers in a crowded market."

Blackhawk's gift card program management will include execution elements such as inventory management, card distribution, gift card marketing promotions and fraud mitigation. Long John Silver's has nearly 800 restaurants nationally.