After the Cracker Barrel logo flop, Long John Silver’s has decided to radically change theirs too

Long John Silver’s is throwing caution to the wind and sailing out into treacherous waters that have caused a number of companies before to reverse course. The fast food chain known for its fried and battered fish and shrimp, announced that it is changing its logo to put front and center its “best-kept secret” menu item.

It is tossing the fish that has long featured on its logo overboard and hosting into its place a chicken along with the words ‘Chicken + Seafood’. The move is already being attacked on social media.

Why is Long John Silver’s changing its logo?

“It’s time we let that secret out,” said Christopher Caudill, Long John Silver’s senior vice president of marketing and innovation in a press release. “Guests have been telling us for years that our chicken is a best-kept secret.”

“Our hand-battered chicken strips—known as Chicken Planks—are every bit as crave-worthy as our legendary fish,” he added.

The franchise based in Louisville, Kentucky says that “the move builds on successful product testing at the brand’s new flagship location,” in its hometown. That included “chicken in a variety of bold flavors and forms,” said the company adding that the “feedback has been overwhelmingly positive with guests saying the items outshine similar items at competing restaurants.”

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

The new marketing redesign will now be put to the test of the public, some of which are already panning the change. Will it be as bad and vitriolic as what Crack Barrel recently received?

So far, it seems fairly muted compared to that most recent case of logo redesigns that have bombed. However, the coming days will tell.

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