(NEXSTAR) – Here’s hoping this goes better than Cracker Barrels’ attempt at a new logo.
Long John Silver’s, which operates fast-food seafood restaurants in dozens of states, announced earlier this month that it would be redesigning its logo to replace an illustration of a fish with that of a “stylized chicken.” Accompanying the new logo will also be wording reading “Chicken + Seafood,” according to a press release.
Long John Silver’s debuted a new logo — featuring a chicken, and not a fish — earlier this month. (Long John Silver’s)
The “unexpected” change, which is already in effect on the Long John Silver’s website and on social media, was made to “spotlight” the brand’s chicken offerings, the company indicated.
“Guests have been telling us for years that our chicken is a best-kept secret,” Christopher Caudill, the senior vice president of marketing and innovation at Long John Silver’s, was quoted as saying in the release. He goes on to claim that the brand’s chicken strips, or “planks,” are “every bit as crave-worthy as our legendary fish.”
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A representative for the company was not immediately available to confirm whether the logo change is intended to be permanent, nor if existing locations will be changing their signage. Long John Silver’s also said the company had tested chicken wraps and “Nashville Hot Chicken and Seafood” items in Kentucky, though a spokesperson did not return a request for comment of a possible nationwide rollout.
Long John Silver’s has long used an image of a fish on its logo and signage. (Long John Silver’s, via AP)
Chicken, meanwhile, is not exactly new to Long John Silver’s. Some of the restaurant’s earlier menus featured mini chicken drumsticks referred to as “peg-legs,” as seen in photos or ads shared online by customers.
The current menu’s chicken offerings no longer include the peg-legs, but rather battered chicken strips and chicken/seafood combo platters.
News of Long John Silver’s redesigning its logo comes a little over a month after Cracker Barrel reversed course on its own logo “refresh,” which had initially intended to remove the image of the “old timer” from the Cracker Barrel logo. Cracker Barrel ultimately changed back to the last logo, and fired the consulting firm they blamed to be responsible for the idea.
