Overview

• The new logo replaces a fish with a chicken and introduces the tagline “Chicken + Seafood,” now live on the company’s website and social channels.
• The design is slated to appear on a Front Row Motorsports car at the South Point 400 NASCAR race in Las Vegas on October 12.
• Long John Silver’s has not said whether the redesign is permanent or whether it will roll out to physical stores nationwide.
• A flagship in Louisville has been testing chicken items, including wraps and a Nashville hot option, with the company reporting strong guest feedback.
• The pivot aligns with a U.S. fast-food chicken market estimated at more than $53 billion annually, as the chain works to rebound after over 150 closures since a 2021 acquisition.