A popular seafood chain is making a surprising move: It is unexpectedly banishing its recognizable image to launch a massive rebrand across all its restaurants. This shift marks a major change in the chain’s identity and raises questions about whether it’s leaving its roots behind to follow a growing industry trend.
Since its inception, Long John Silver’s has been known for its seafood offerings, building its reputation on hand-battered fish and golden shrimp. But now, the chain is revamping its brand entirely to put chicken front and center.
Instead of the iconic yellow fish logo, it will now feature a chicken, accompanied by the words “Chicken + Seafood” to emphasize a new dual focus for the menu.
While Long John Silver’s became a household name due to its affordable fried seafood, the chain has been offering chicken since 1976, when it introduced the popular Chicken Planks.
“Guests have been telling us for years that our chicken is a best-kept secret,” said Long John Silver’s Senior VP Marketing and Innovation Christopher Caudill in a press release.
Although surprising, the change doesn’t mean seafood is disappearing. The chain’s signature offerings will remain on the menu, but chicken will now take a more prominent role, which could mean new chicken-focused items may soon be launched.
Long John Silver’s rebrands into a chicken-focused chain across all restaurants.
Image Source: Shutterstock
Long John Silver’s bets on the chicken trend to boost sales
This rebrand comes amid a growing chicken craze in the food industry, with major players like Chick-fil-A, Raising Cane’s, McDonald’s (MCD) , and Popeyes (QSR) increasingly rolling out new chicken-based products to capture market share and drive sales.
This strategy is paying off for some. Chick-fil-A was again named the top quick-service restaurant for the 11th consecutive year, earning a steady score of 83 in the American Customer Satisfaction Index‘s 2025 Restaurant and Food Delivery Study.
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According to Business Research Insights, the global fried chicken and chicken food QSR market was valued at around $44 billion in 2024 and is projected to reach $74.33 billion by 2033, growing at an annual rate of 6%. North America is the fastest-growing region, driven by demand for healthier, high-protein quick meals.
Long John Silver’s tumultuous history
Long John Silver’s opened its first restaurant in Lexington, Kentucky, in 1969. Yum! Brands (YUM) acquired the chain in 2002 and created co-branded locations with KFC and Taco Bell.
In 2011, a group of franchisees purchased Long John Silver’s from Yum! Brands, which sold the brand to focus on international expansion and improving its more profitable brands.
Today, Long John Silver’s operates 465 locations nationwide, with the majority in Texas, according to its store locator. However, that’s a significant decline from 2010, when it had 964 U.S. locations and 31 international units, per a SEC filing by Yum! Brands.
By revamping its image to emphasize chicken, Long John Silver’s is taking a strategic step to stay relevant amid evolving consumer preferences and better compete in an increasingly competitive market. Leaning into the chicken trend, the chain aims to boost sales, attract new customers, and ensure long-term growth after multiple tumultuous years.
“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.”
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