What the cluck?
Ordering chicken at a seafood chain may sound like a real fish-out-of-water scenario — unless yu’re at Long John Silver’s, apparently.
As fried chicken continues its reign over the fast-food world, the 56-year-old fast seafood joint has opted to update its brand from surf to turf.
Famous for its old-fashioned fry baskets, Long John Silver’s has dropped the golden fish emblem from its logo and swapped it with a chicken.
They also added the phrase “Chicken + Seafood” to the rebranded logo.
In the coming months, the new logo will roll out across properties and materials, though it has already been changed on Long John Silver’s official website and social media accounts.
The design will also appear on 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,” Christopher Caudill, Long John Silver’s senior vice president of marketing and innovation, said in a statement.
“It’s time we let that secret out,” said Caudill, later referring to chicken as “, calling chicken “a big part of our future.”
The change comes as the restaurant undergoes product testing at the flagship location in Louisville, Kentucky, which has recently featured several new poultry dishes alongside their classic Chicken Planks, including spicy Nashville hot chicken, chicken wraps with Crumblies, sauces and more.
The brand said the testing was successful and “overwhelmingly positive” with guests. They’re also highlight their chicken products as part of their $6 Basket lineup.
Despite having seafood in their “DNA,” LJS’ Caudill said that chicken is “a big part of our future.”
“It deserves its rightful place on our logo, our menu and our guests’ tables.”
The brand did not report whether the changes are permanent and franchise-wide. The Post has reached out for more information.
