How one seafood chain plans to net big growth in 2018

Long John Silver's Rebrand

Photo credit: Long John Silver’s

Lent is the busiest season for the country’s leading seafood chains, but in a recent article in Nation’s Restaurant News, Long John Silver’s outlined plans to move forward with a significant “brand transformation” long after the pre-Easter rush subsides.

Instead of simply updating a logo or rolling out a new tagline, Long John Silver’s is making a long-term investment in improving their entire customer experience, from store look-and-feel and ordering to new menu offerings and more.

New Interiors and Exteriors

CEO James O’Reilly announced that the chain’s flagship store in Louisville, Kentucky, would feature an updated look beginning in March, including a blue and yellow paint scheme, nautical-themed elements and references to Alaska’s Bering Sea throughout the interior.

Digital Menu Boards

The chain plans a rollout across 400 locations in the next two years, with each unit featuring three 55-inch high-definition video screens and computers. The new technology would allow for real-time menu changes, limited-time offers and individual customization.

Grilled Seafood Items

O’Reilly announced that the chain would expand its grilled seafood offerings, including new tacos and bowls on the menu, with more planned grill installations over the next few years.

If you’re planning a rebrand soon, here are some things to consider before getting started.

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