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Long John Silver’s Introduces First Major Menu Overhaul in 10 Years

New Products and Menu Improvements Designed to Renew, Refresh and Revitalize 43 Year-Old Brand

LOUISVILLE, KY -- (January 15, 2012) ---

As part of its overall effort to revitalize and contemporize the Long John Silver’s (LJS) brand since it came under new ownership a little more than a year ago, LJS has announced a series of new products and menu enhancements including bigger and juicier shrimp, a selection of new non-fried entrees and a wider variety of side dishes, all designed to give customers more flexibility in terms of customizing and balancing their meal choices. The new products and improvements represent the first major LJS menu restructuring in nearly a decade.

While the LJS menu continues to feature the 43 year-old quick serve restaurant’s signature Fish, Shrimp, Chicken, Fried Clams and Crab Cakes served as platters, meals or baskets, new additions include a Creamy Garlic Cod Meal and a Sweet and Zesty Asian Cod Meal, Shrimp Scampi, and improved Hush Puppies and Tartar and Cocktail Sauces. Customers can also order larger family meals that include more side dishes such as Creamy Cole Slaw, Natural-cut Fries, Seasoned Green Beans or Rice, Sweet Corn on the Cob and Hand-cut and Battered Onion Rings.

“As always, our goal is to continually improve the dining experience for our guests,” said Long John Silver’s Chief Marketing Officer Charles St. Clair. “We feel certain that these new consumer enhancements have strengthened our menu for both our core and new customers by making it easier to navigate and providing more relevant menu choices.”

Throughout the new menu development phase, which began last February, pre and post buyer reaction studies were conducted which revealed customer appreciation for non-fried menu offerings and more variety and flexibility with regard to side dishes. Customers also commented favorably on the easy navigation of the new menu boards and the addition of new product images that better represent both customer expectations and the actual product served.

LJS franchisees have responded favorably to the new menu enhancements and menu boards including the increased opportunities to promote local and regional favorite menu items such as Catfish, Clam Chowder and Crab.

Within the next 60 days, LJS will roll out a widespread “40 Ways To Say ‘That’s What I Like’’’ social and digital media campaign designed to introduce the new and enhanced products as well as the redesigned menu boards. The campaign will provide the opportunity to monitor for effectiveness, offer targeted promotions and track product and product mix performance.

About Long John Silver’s
Long John Silver’s was founded in Lexington, KY in 1969 and moved its international headquarters to Louisville in 2003. Long John Silver’s provides franchise services, food innovation and marketing support to more than 1,300 Long John Silver’s restaurants located throughout the United States and in Asia. With more than 8,400 employees worldwide, Long John Silver’s is America’s largest quick serve seafood chain.

Click here to download PDF of this press release.