In the latest twist on the corporate identity roller coaster, Long John Silver’s, the beloved seafood restaurant, has decided to swap out its signature fish logo for a bright yellow chicken. Yes, you heard that right—a chicken! It seems the folks at Long John Silver’s are trying to expand their identity, but one can’t help but wonder if they stumbled a little too far from their nautical roots. After all, who wants to see fish sandwiches served alongside fried chicken? That’s like ordering a lobster roll at a place named “Chicken Harbor.”
This puzzling decision comes from a new CEO who has quite a history in the chicken business—specifically, two decades spent at KFC. While some might argue that chicken is an American favorite, one can’t help but think that replacing a fish icon with poultry is a recipe for disaster. In a world where seafood has its own special place in the hearts (and stomachs) of many, it’s hard to fathom why a restaurant known for its crispy fish would opt to dress itself up as a rival. Maybe this CEO just loves chicken so much that he forgot why customers flock to seafood in the first place.
Critics are raising eyebrows and rolling their eyes, reminiscing about the recent logo change by Cracker Barrel, another classic restaurant that decided to switch things up for what many deem no good reason. If that change taught us anything, it’s that businesses ought to think twice before rattling the established identity that customers have grown to know and appreciate. What’s next, a change to the Big Mac logo featuring a giant apple? The very thought is enough to make any restaurant enthusiast shudder.
One has to ponder the consequences of this decision. Imagine the Gordon’s Fisherman transformed into Gordon’s Chickman. It’s a silly notion, yet is it all too far-fetched? Long John Silver’s isn’t the only restaurant that’s been ambushed by these marketing fads. People might love their fried chicken, but not if it’s served in the same fryer that was previously bustling with fish fillets. That’s like mixing chocolate and pickles—the taste just doesn’t mesh well.
Countless seafood enthusiasts are surely shaking their heads at this choice, dreaming of the days when Long John Silver’s was the go-to spot for crispy fish and hearty hushpuppies. They deserve better. When people are craving a shrimp basket or clam chowder, they probably aren’t after chicken served up in a seafood joint. One thing’s for sure: this bold branding gamble may just ruffle more feathers than it smooths out. Let’s hope for the sake of fish lovers everywhere that the change doesn’t sink the ship.
