Key Takeaways

Long John Silver’s new branding positions poultry as a co-lead with fish, reflecting changing consumer tastes.

The chain is shedding its nautical nostalgia for a cleaner, more contemporary look meant to attract new diners and franchisees.

Like Dunkin’, Subway and KFC before it, Long John Silver’s joins a growing list of major franchises using rebrands to stay relevant.

Long John Silver’s is charting a new course — and this time, it’s flying a different flag. The legacy seafood chain, long defined by its nautical theme and hand-battered fish, has unveiled a full-scale rebrand that puts chicken front and center. Gone are the heavy maritime motifs and pirate-style fonts; in their place is a cleaner, more contemporary design that highlights chicken.

After several seafood

See Full Page