Particle.news
Download on the App Store
9 ARTICLES
·
last wk.

Long John Silver’s Replaces Fish Logo With Chicken to Promote ‘Chicken + Seafood’ Shift

The move spotlights the chain’s long-running Chicken Planks to court chicken demand, with seafood remaining core.

OAK LAWN, IL - SEPTEMBER 22: A sign hangs above a Yum Brands Long John Silver's restaurant on September 22, 2011 in Oak Lawn, Illinois. Yum Brands Inc., which also owns KFC, Pizza Hut and Taco Bell, has agreed to sell its Long John Silver’s restaurants to LJS Partners LLC and the A&W All-American Food chain to A Great American Brand LLC. (Photo by Scott Olson/Getty Images)
A Long John Silver's restaurant in Wichita Falls, Texas is pictured on May 15, 2025.
A Long John Silver's restaurant in Litchfield, Illinois.
Image

Overview

  • The new chicken icon and “Chicken + Seafood” wording are live on the company’s website and social channels.
  • Executives say the change elevates Chicken Planks and responds to strong interest in chicken across quick-service dining, while keeping fish and shrimp central to the menu.
  • Recent Kentucky tests featuring chicken wraps and a Nashville Hot Chicken and Seafood item drew positive feedback, though a national rollout has not been confirmed.
  • A phased branding push is underway, including a chicken icon wrap on the Long John Silver’s Front Row Motorsports car at the Oct. 12 South Point 400, with wider use across properties planned.
  • Public reaction is mixed, and analysts caution the shift could invite customer pushback, drawing comparisons to Cracker Barrel’s logo reversal.