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KENTUCKY - Long John Silver made his life on the water. But the company named after him is playing with fire.
Earlier this month, the 56-year-old chain with 485 US restaurants unveiled a new logo that removed any reference to its signature seafood, the pirate lore behind its name, or the nautical themes that dominate its restaurants.
Instead, it is highlighting a surprising animal. A chicken.
It is a big bet for a legendary seafood company that has featured a pale red fish in its most recent logos. The brand is also modifying its name in the reboot, adding 'Chicken + Seafood' into the new art.
Restaurant insiders tell the Daily Mail the move risks alienating customers — echoing Cracker Barrel's rebranding fiasco from last month.
Cracker Barrel drew outrage after removing the old man from its logo, and replacing rustic wood lattice décor for plain white wainscoting in its restaurants.
The backlash forced the chain to abandon its $700 million overhaul. Insiders warn Long John Silver's could be courting the same fate.
'There is absolutely no reason to picture a chicken as part of the Long John Silver's logo and signage,' Jerry Thomas, CEO of analytics firm Decision Analyst, which works with restaurant businesses, told the Daily Mail.
https://www.dailymail.co.uk/yourmoney/a ... arrel.html