I’ll be honest — I didn’t even know Long John Silver’s was still open.
Last time I saw one, it was next to a Blockbuster.
But sure enough, the fast-food seafood chain is still sailing — and now they’re steering the ship in a strange new direction. They’ve unveiled a redesigned logo featuring a chicken instead of the classic fish icon, alongside the new tagline: “Chicken + Seafood.”
Yes, Long John Silver’s — the place known for deep-fried cod and hush puppies you could use as cannonballs — is now leading with poultry.
The company says the rebrand is meant to highlight chicken as a “core menu component.” Translation: the fish isn’t reeling in enough customers.
Chicken of the Sea, but Make It Literal
Senior VP of Marketing Christopher Caudill called the move an effort to bring attention to what he described as the chain’s “best-kept secret” — their hand-battered chicken strips, a.k.a. Chicken Planks.
“Our hand-battered chicken strips are every bit as crave-worthy as our legendary fish,” Caudill said. “It’s time we let that secret out.”
Apparently, the brand’s been quietly testing new chicken items in Kentucky — including Nashville Hot Chicken and Seafood and wraps — with what they claim was “overwhelmingly positive” feedback. Though, to be fair, in Kentucky, anything deep-fried and spicy probably gets five stars.
The Rebrand Trap
Here’s the tightrope walk: fast-food nostalgia brands like Long John Silver’s live on memory and comfort, not innovation. So when they start tinkering with the logo or menu, it’s risky. Ask Cracker Barrel — they tried to “refresh” their image last year by stripping down the old-timey logo, and people reacted like they’d burned Grandma’s rocking chair.
But this kind of move makes sense from a business standpoint. Restaurants everywhere are feeling the pinch — people are cutting back on dining out, chasing cheaper eats, or skipping combos altogether. So brands are experimenting, hoping new menu items or bolder branding will lure in curious customers.
Sometimes it works (Taco Bell’s fake Mexican Pizza comeback). Sometimes it doesn’t (Subway’s endless “Eat Fresh Refresh” saga).
Chicken Might Save the Ship
Let’s give credit where it’s due: Long John Silver’s chicken is pretty good. It’s always been the undercard on the menu — the thing you ordered when someone in the family didn’t like fish. But this rebrand is trying to make it the headliner.
And honestly, it might work. “Chicken + Seafood” opens the door to more flexibility — combo baskets, wraps, maybe even a spicy collab or two. It’s not betrayal, it’s survival.
Seafood may be in their DNA, but chicken is what pays the bills.
My Take
If you’re a ’90s kid, Long John Silver’s is one of those brands that lives in the back of your brain — somewhere between Kmart and Saturday morning cartoons. The smell of fried batter and malt vinegar is muscle memory.
So seeing them swap the fish for a chicken feels… weirdly smart. Like they finally realized nostalgia alone won’t pay rent in 2025.
Still, if they ever touch the hush puppies, I riot.