Long John Silver’s is repositioning its brand identity to highlight its chicken offer alongside its traditional seafood offerings, unveiling a new logo and product strategy. 

The updated logo replaces the brand’s familiar fish illustration with a stylised chicken and introduces a new ‘Chicken + Seafood’ tagline. The redesign is being introduced across digital platforms and will appear on the Long John Silver’s-sponsored Nascar car during the South Point 400.

The move follows testing at the company’s new flagship location in Louisville, where it introduced a range of chicken-based menu items, including Nashville Hot Chicken, chicken wraps, and chicken-and-seafood combinations. 

According to the company, customer feedback on the chicken offerings was favourable, with many guests comparing them positively to similar products at other fast-food chains.

As part of the rollout, Long John Silver’s has added chicken to its $6 Basket lineup, which also includes fish, shrimp, and grilled seafood options. The promotion reflects a broader trend in the fast-food industry toward affordable bundled meals.

“Guests have been telling us for years that our chicken is the best-kept secret,” said Christopher Caudill, Long John Silver’s senior VP 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.”

Despite the increased emphasis on chicken, the company said seafood remains central to its brand. Menu staples, such as battered fish, shrimp, crab cakes, and grilled salmon, will continue to be available.

The brand update comes as competition in the chicken category intensifies, with fast-food chains expanding beyond traditional offerings to capture new customer segments.

Long John Silver’s operates more than 600 locations across the US. 

Further reading: Dave’s Hot Chicken to open 180 restaurants across 10 European markets