Long John Silver’s, known for its classic battered and hand-dipped wild-caught Alaskan whitefish, is diving into competition with an unexpected opponent: itself. The seafood restaurant has introduced the new Beer Battered Alaskan Cod alongside its Classic Battered product. This is the first time, since Long John Silver’s opened its doors in 1969, the brand has offered two batter options. The promotion will run through April 16.
“It is the ‘Battle of the Batters’ and we expect this to be a nail-biter,” says Marilyn Nicholson, vice president of marketing. “We believe in healthy competition and in this case we are stepping into the ring with two heavyweights. Our customers really love our Classic Batter flavor, but I think the Beer Battered Alaskan Cod will give the Classic a run for its money.”
“This is a must-try for pub-style fish and chips lovers,” says Chef Peter Czizek, vice president of culinary innovation for Long John Silver’s. “We start with premium wild-caught Cod taken straight from the icy waters of Alaska. The fresh flavor of the fish is the perfect complement to the rich and savory Beer Batter flavor, and amber color, which marries flavors reminiscent of brewed hops with a deeply satisfying crunch. I think the elements will speak to our core customers and give them another product to love.”
The Beer Battered and the Classic Alaskan Cod basket are both served with natural-cut fries and Long John Silver’s signature hushpuppies for just $5.99. The basket can be upgraded to a platter, or for those who just want to test the new proverbial “beer-batter-flavored waters,” add a piece to any meal.
Long John Silver’s Beer Battered Alaskan Cod was test marketed in 2016 and was extremely well-received by customers. In some cases, Nicholson noted, Beer Battered Cod outsold the company’s Classic Batter product.
Long John Silver’s wild-caught Cod and Pollack come from the icy waters of the North Pacific Ocean, one of the best-managed and most sustainable fisheries in the world. LJS fish is fresh-caught, and flash-frozen while still aboard the fishing boats to lock in the flavor. The fish is antibiotic free, hormone free, GMO free, additive free and contains no artificial color or flavors.