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Fast food chain Long John Silver’s has unveiled a redesigned logo that replaces its signature fish design with chicken as part of a larger effort to showcase its diversity and “spark conversation.”
The updated brand, which was introduced on October 3 across digital platforms, also features a new tagline of “Chicken + Seafood,” according to a press release. From the company.
“Guests have been telling us for years that our chicken is their best-kept secret,” said Christopher Caudill, senior vice president of marketing and innovation for the company. Long John SilverHe said in a statement. “Hand-battered chicken strips – known as Chicken Blanc – are every bit as craving-worthy as our legendary fish. It’s time to reveal that secret.”
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The redesign comes on the heels of “successful product testing” at the chain’s flagship restaurant in Louisville, Kentuckywhich offers chicken in a range of new formats, as stated in the press release.
Fast food chain Long John Silver’s has unveiled a redesigned logo that replaces its signature fish design with chicken as part of a larger effort to showcase its diversity and “spark conversation.” (Long John Silver)
Chicken also takes center stage in the chain’s $6 Basket lineup, which includes chicken bars, hand-fried fish, battered shrimp and grilled shrimp, according to Long John Silver’s.
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However, the fast food chain insists that seafood remains a core element of its identity, with fan favorites such as wild-caught Alaskan fish, crab cakes, oysters and grilled salmon. remaining on the list.
Long John Silver’s is photographed here. The updated brand, which was introduced on October 3 across digital platforms, also features a new tagline: “Chicken + Seafood.” (Long John Silver)
“This brand was built on making the coastal experience accessible to everyone, so seafood will always be part of our DNA,” Caudill said in a statement. “But chicken is also part of our heritage – and a big part of our future – so it deserves its rightful place on our logo, our menu and our guests’ tables.”
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The update comes amid a wave of high-profile rebranding across the food industry.
PepsiCo’s Lay’s recently announced the “largest brand redesign” in its nearly 100-year history, and Domino’s Pizza is undertaking its first brand redesign in more than a decade.
Cracker Barrel restaurant in Sterling, Virginia, August 26, 2025. (Al Drago/Bloomberg via Getty Images/Getty Images)
Barrel crushing It is still recovering from backlash over its failed attempt at modernization. The move sparked intense backlash, a sharp drop in stock value and an eventual reversal.
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Long John Silver’s did not immediately respond to FOX Business’ request for comment.
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