Leading into a time of year when seafood consumption increases, Long John Silver’s will let the nation know, “We Speak Fish,” imparting a new message to herald the brand’s evolution as a leader in quality seafood. Whether it’s a traditional seafood dish or a twist on the classics, Long John Silver’s offers the full seafood experience at a fraction of the cost during Lent and year-round.

From February 28 through April 24, Long John Silver’s will spotlight some of the most popular seafood favorites through its Seafood Feast, featuring batter-dipped pollock, lobster-stuffed crab cakes, and butterfly shrimp for $5.99. Seafood lovers will also enjoy contemporary hand-prepared entrees that are lower in calories and fat from the Freshside Grille menu, such as Pacific Grilled Salmon, Grilled Tilapia, and Shrimp Scampi.

“As one of America’s most popular casual seafood restaurants, we are focused on offering our customers delicious, value-priced menu items during Lent and year-round,” says John Villanueva, chief marketing officer for Long John Silver’s. “We invite everyone to celebrate this season at Long John Silver’s to enjoy all their seafood favorites, hand-prepared with fresh ingredients every day—simple, easy, and affordable.”

As part of the brand’s commitment to evolve for a new generation of seafood lovers, Long John Silver’s will unveil its new visual identity that embodies the brand’s future. Long John Silver’s new logo and new message, “We Speak Fish,” will be revealed this Lent in addition to many changes customers will see, including a new website that launches February 14 and new merchandising and new promotional materials being phased in over the coming months.

“We are proud of Long John Silver’s rich history and the progress we have made over the last 40 years,” Villanueva says. “We look forward to elevating our menus, restaurants, and overall dining experience in order to reach a new generation of seafood lovers.”