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Long John Silvers reborn this year for Feb. 14 Lent start

February 6, 2018

In last year's pre-Easter period, known to most Christians as Lent, seafood QSR Long John Silver's reported that it sold more than 2 million pounds of fish and related seafood items, so it's approaching this Lenten season with great hopes. 

Around the globe, Lent is typically observed by the faithful in various forms of abstinence from land-based animal products at the very least on Fridays during Lent. Fish is allowed, however, and when Lent starts, seafood-centric businesses like Long John Silver's see spikes in traffic.

"We are moving into a new era for Long John Silver's and enhancing the customer experience," CEO James O'Reilly said in a document about the new refinements. "Since last year's (redesign) kick-off we have started to transform restaurants across the country with our new branding, introduced the drive-thru of the future, answered the call for grilled items, and updated our website."

Historically the restaurants experience the heaviest sales days on Ash Wednesday (Feb. 14 this year) and the first Friday of Lent (Feb. 16 this year). Last year Long John Silver's enjoyed a 130 percent increase on Ash Wednesday and a 107 percent increase the first Lenten Friday. On average, a Friday during Lenten season will also see an 84 percent increase in sales over other Fridays during the year.

Long John Silver's typically begins Lent preparations six months in advance. This year, the brand is also debuting a new line of grilled menu items this Lent, with almost 60 restaurants featuring new grilled products.

"When people asked us for grilled seafood we understood they wanted the taste of great seafood with big flavors," Brand Marketing VP Katie Rooprai, said in the release. "We expect to delight our customers with wholesome entrees like grilled salmon tacos and customizable basmati rice bowls to satisfy any craving."

Long John Silver's also began the process of reimaging select restaurants this year, swapping the nostalgic Cape Cod elements for the clean, nautical-themed lines of the new design and the channel fish logo. The completed restaurants have already reported double-digit growth, the release said.

The chain also introduced a new drive-thru system that should be installed in up to 400 locations by 2020. The system will include three high-definition video screens, audio systems and computer platforms to enhance the ordering process for consumers. The high-resolution menu is updatable with promotions and specials based on historical sales trends, special events, and local weather forecasts. The system will also be the foundation of a new digital CRM capability which is designed to drive even higher returns for franchisees.

The brand also shifted from a 100-percent franchised system and began acquiring restaurants in late 2015. Today, Long John Silver's owns 10 percent of the restaurants making it the largest restaurant operator for the brand. The brand has also undergone a major refresh to its website, ljsilvers.com. This update provides an enhanced user experience, improved mobile usability, and an overall ease of use for guests to visit the brand outside of the restaurant.

Long John Silver's is launching the #PlentyFish campaign on the day after Valentines Day, Feb. 15, to celebrate singles who "survived" the holiday so focused on coupling and couples. Consumers are encouraged to share funny experiences on social media platforms revolving around fishing the dating pool and the mishaps of coupledom.

Wanna hear more about LJS's strategies? Register now for the 2018 Restaurant Franchising and Innovation Summit, April 9-11, in Louisville, where he's speaking about what it takes to have a successful franchise system.