Long John Silver’s Rebrands: Chicken Joins the Seafood Spotlight
Long John Silver’s, the fast-food chain known for its seafood, has unveiled a bold rebranding effort that highlights chicken alongside its traditional fish offerings. The new logo, featuring a chicken icon and the tagline “Chicken + Seafood,” reflects a shift driven by customer feedback praising the chain’s hand-battered Chicken Planks. This move aligns with the growing popularity of chicken as a favored protein in the U.S., while still maintaining the brand’s commitment to seafood staples like wild-caught Alaskan fish and shrimp. The $6 Basket lineup, offering a mix of chicken and seafood options, caters to health-conscious diners seeking variety and balanced meals. For Maltese audiences, this evolution underscores global dining trends emphasizing versatile, nutritious choices without compromising quality. Long John Silver’s rebranding serves as a lesson in adapting to changing tastes while staying true to core values—an approach that resonates with Malta’s dynamic culinary scene and its Mediterranean focus on fresh, high-quality ingredients.
Long John Silver’s Makes Waves with Bold Logo Change: Chicken Takes the Spotlight
In a surprising turn of events, Long John Silver’s, the fast-food chain long synonymous with seafood, has unveiled a bold new direction. The iconic brand, which has been serving up fish and chips for decades, is now bringing chicken into the limelight, marking a significant shift in its identity.
The rebranding effort includes a refreshed blue, white, and yellow logo that replaces the traditional fish imagery with a chicken icon, accompanied by the tagline “Chicken + Seafood.” The new design is already live across the company’s website and social media channels, and it made its debut on a Front Row Motorsports car at the South Point 400 race in Las Vegas earlier this month.
Why the Shift?
According to Long John Silver’s senior vice president of marketing and innovation, Christopher Caudill, the move was inspired by customer feedback. "Guests have been telling us for years that our chicken is a best-kept secret," Caudill said in a press release. The chain’s hand-battered chicken strips, known as “Chicken Planks,” have garnered rave reviews, often rivaling the popularity of their legendary fish offerings.
This pivot comes as no surprise in the fast-food industry, where chicken has seen a meteoric rise in popularity. A survey by the National Cattlemen’s Beef Association revealed that chicken is the most favored protein in the U.S., chosen by 44% of consumers, outpacing beef, fish, pork, and even plant-based alternatives. Chains like McDonald’s and Wendy’s have also expanded their chicken menus, reflecting this broader trend.
What This Means for Diners
For Maltese audiences, this evolution at Long John Silver’s highlights a growing trend in the global food scene: the increasing demand for versatile, protein-rich options. While seafood remains a cornerstone of the brand’s offerings, the addition of chicken gives diners more choice, especially those seeking variety in their diet. Chicken, as a lean protein, is often considered a healthier alternative to red meat, making it a great fit for those focusing on balanced eating habits.
Long John Silver’s new $6 Basket lineup reflects this balanced approach, offering something for everyone. Diners can choose from tender Chicken Planks, hand-battered fish, batter-dipped shrimp, or grilled shrimp—ideal for anyone looking to mix and match flavors while keeping an eye on their nutritional goals.
Keeping Seafood in the Mix
Despite the pivot, Long John Silver’s reassures customers that seafood remains central to its DNA. Classic dishes like wild-caught Alaskan fish, shrimp, crab cakes, and grilled salmon will continue to be staples on the menu. This dedication to sustainable seafood resonates with the Mediterranean ethos of fresh, high-quality ingredients—something Maltese diners can surely appreciate.
As Maltese foodies know, seafood is not just a culinary tradition but also a pillar of the Mediterranean diet, widely regarded as one of the healthiest in the world. Rich in omega-3 fatty acids, fish offers numerous health benefits, including improved heart health, brain function, and longevity. By maintaining its seafood heritage while introducing chicken, Long John Silver’s strikes a balance that aligns with health-conscious dining trends.
A Lesson in Rebranding
The bold move comes on the heels of other high-profile brand overhauls, such as Cracker Barrel’s minimalist redesign, which faced backlash for straying too far from its roots. However, Long John Silver’s appears confident in its decision, emphasizing that this shift enhances rather than replaces its legacy.
The initiative also follows successful product trials at the chain’s flagship location in Louisville, Kentucky, where new chicken and seafood dishes received overwhelmingly positive feedback. Guests reportedly found the revamped menu items superior to similar offerings from competitors—proof that innovation, when done thoughtfully, can pay off.
What Maltese Diners Can Take Away
For food enthusiasts in Malta, Long John Silver’s rebranding story offers an interesting perspective on how food businesses can adapt to changing tastes without compromising their identity. Whether you’re a fan of seafood or chicken, this evolution reflects a commitment to catering to diverse preferences while staying true to core values—a lesson that resonates with Malta’s dynamic dining scene.
As more restaurants globally and locally embrace health-conscious trends, the key takeaway is clear: offering variety without sacrificing quality is a recipe for long-term success. Whether it’s a hearty fish dish or a lean chicken meal, the focus remains on giving diners flavorful, nutritious options that suit their lifestyles.
And who knows? Perhaps this new chapter for Long John Silver’s will inspire other fast-food brands to think more holistically about their menus—something that health-conscious diners everywhere, Malta included, can certainly celebrate.