Long John Silver's

Sea Change

Supply challenges and climate changes are forcing the U.S. seafood industry to adapt.
Quick service brands add sustainable seafood items to fight ocean climate change.
California-based fast casual Slapfish, which serves a range of premium seafood items—including a Bowl of Shrimp either chilled or fried—partners with Aquarium of the Pacific to develop and maintain a sustainable sourcing plan.

Though U.S. consumption is well below other proteins today, seafood will likely be an increasingly important part of the American diet in the years to come. The country’s population is predicted to grow by 89 million between 2010 and 2050 to 401 million people. More people require more food—and land limitations mean the beef, pork, and poultry industries can only produce so much volume.

Long John Silver's Names New CEO

Long John Silver’s, the nation’s largest quick-service seafood chain, has named James O’Reilly as chief executive officer. O’Reilly brings to the role more than 20 years of food service leadership, including, most recently, chief brand officer for Sonic Drive-In.

Additionally, O’Reilly has served in a variety of domestic and international leadership positions for many prominent brands including Einstein Noah Restaurant Group, Yum! Brands, and Procter and Gamble. He earned an MBA from York University and B.S. in Biochemistry from McMaster University.

Who’s Directing the Conversation?

On July 1, 2013, the Center for Science in the Public Interest (CSPI), a nonprofit consumer advocate organization that conducts research on health and nutrition, issued a statement declaring the “worst restaurant meal in America.” The meal in question, it said, included 33 grams of trans fat, 19 grams of saturated fat, nearly 3,700 milligrams of sodium, and 1,320 calories; CSPI took particular umbrage with the meal’s use of partially hydrogenated oil, an ingredient that creates trans fat, which is bad for cholesterol.

Long John Silver’s Brings Back the Fish Fry

Long John Silver’s will host a community fish fry to celebrate 45 years of company history. On Saturday, August 2, visitors to participating Long John Silver’s locations will receive one fish filet and a serving of fries free of charge. The offer is limited to one per person and is available for dine-in or carryout only at participating locations.

Long John Silver’s Unveils America’s Fish Fry Campaign

Long John Silver’s, the quick-service seafood brand, is taking bold steps this summer to invite consumers to enjoy seafood more often through a series of special offers, a new line of menu items, and a unique ad campaign showcasing the classic seafood menu that first made it famous.

It’s all happening under the theme of America’s Fish Fry—a new advertising campaign that captures the essence of a beloved American tradition.

Long John Silver's Offers Free Fish and Fries

On June 28 from 11:00 a.m. to 3:00 p.m. at participating locations, Long John Silver’s will give one crispy golden fish filet and a serving of natural-cut fries to every guest who visits the store (dine in or carryout only) completely free of charge.

“Long John Silver’s wants to celebrate our loyal customers who have made us America’s favorite seafood brand for the past 45 years,” says Mike Kern, Long John Silver’s CEO. “There is no better way to say ‘Thank you’ to America than by offering everyone the delicious, classic fish and fries that first made us famous.”

Getting to the Meat of Marketing

Sustainability continues to shape the future of the quick-serve industry, and many concepts are marketing their food as sustainable by highlighting locally sourced, in-season produce from nearby farms. But while limited-service restaurants design their marketing push around vegetables and plant-based products, they’re still trying to figure out how to work sustainably raised meat into the brand conversation.

Deep Dive

Quick-serve brands capitalize on seafood sales during Lent.

Quick serve Long John Silver's serves lobster bite option as special Lent offer.
Long John Silver's rolled out Norway Lobster Bites in time for the busy Lent season.

Recognizing the potential sales lift that seafood items produce during the Lenten season, many quick-serve chains are once again launching fish-based LTOs in preparation of Lent, which starts March 5. And with more pressure to stand out from an increasingly competitive field, many brands are enhancing their menu and marketing programs to get better exposure for their seafood LTOs.

This year’s more innovative seafood offerings include items like Mojo Fish Tacos from Tropical Smoothie Café and Norway Lobster Bites from Long John Silver’s.

Long John Silver’s Tells America to Think Fish

Long John Silver’s commercial still. Long John Silver’s

Long John Silver’s launched a multi-pronged effort to encourage Americans to eat more fish. The effort, launched with thought-driven television ads, uses contrasting imagery of fish and land-based proteins like pork and beef. The television ads will be supported by national print coupon insertions in Sunday newspapers, online ads, online social media campaigns, and direct-to-consumer communication in restaurants.