Long John Silver's Unveils Bold New Look to Spotlight Chicken

Iconic brand adds "CHICKEN + SEAFOOD" to its sails with new logo and menu innovation

LOUISVILLE, Ky., Oct. 3, 2025 /PRNewswire/ -- Long John Silver's, the brand famous for hand-battered fish and golden shrimp, is making waves with an unexpected announcement: a new look that puts chicken front and center.

The company revealed a redesigned logo that swaps its signature fish illustration for a stylized chicken, accompanied by a new "CHICKEN + SEAFOOD" lock-up. The refreshed design is being rolled out across digital platforms will be further cemented with the unveiling of a new chicken icon wrap on the Long John Silver's Front Row Motorsports car during the South Point 400.

"Guests have been telling us for years that our chicken is a best-kept secret," said Christopher Caudill, Long John Silver's senior vice president of marketing and innovation. "Our hand-battered chicken strips—known as Chicken Planks^®—are every bit as crave-worthy as our legendary fish. It's time we let that secret out."

The move builds on successful product testing at the brand's new flagship location in Louisville, Ky., that featured chicken in a variety of bold flavors and forms. From spicy Nashville Hot Chicken and Seafood to Chicken Wraps with Long John Silver's signature Crumblies^®, sauces, and other ingredients in a warm tortilla, the brand says feedback has been overwhelmingly positive with guests saying the items outshine similar items at competing restaurants.

Alongside testing new products, the brand is currently spotlighting chicken as part of its $6 Basket lineup. Giving guests even more ways to enjoy their chicken and seafood favorites, the lineup includes four basket options: tender Chicken Planks, hand-battered fish, batter-dipped shrimp, or grilled shrimp.

And while chicken is stepping into the spotlight, Long John Silver's emphasizes that seafood remains a cornerstone of the brand. Guests can still enjoy fan favorites such as:

• Hand-battered shrimp and wild-caught Alaska fish
• Crispy breaded crab cakes and surf clams
• Grilled shrimp and grilled wild-caught salmon meals, bowls, and tacos

"This brand was built on making the coastal experience accessible to everyone, so seafood will always be part of our DNA," said Caudill. "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."

The updated logo and campaign are designed to highlight the brand's versatility in a fast-growing chicken category and to spark conversation. Learn more at ljsilvers.com or join the conversation via social media on X, Facebook, or Instagram.

About Long John Silver's
Long John Silver's was founded in 1969 and is on a mission to create treasured moments through high-quality food and bell-ringing service. With restaurants from sea to mouth-watering sea, Long John Silver's continues building on a belief that the unique seafood experience from the coasts should be accessible to all. Learn more at ljsilvers.com or join the conversation via social media on X, Facebook, Instagram, or TikTok.

SOURCE Long John Silver’s