One of America’s Oldest Seafood Chains Just Got a Menu Makeover — and It’s Betting Big on Chicken
October 9, 2025 | 1 min to read
Long John Silver’s is shifting from its nautical roots to emphasize chicken, unveiling a contemporary rebrand that replaces pirate-style motifs with cleaner design and chicken-focused messaging. The move reflects changing American tastes, as chicken has become the most-consumed protein and now drives fast-food innovation across sandwiches, nuggets, tenders, and wraps, signaling the chain’s bid to stay relevant by aligning its identity and menu with prevailing industry trends.
The brand that once defined fried fish in America is turning its focus to chicken.
Long John Silver’s is charting a new course — and this time, it’s flying a different flag. The legacy seafood chain, long defined by its nautical theme and hand-battered fish, has unveiled a full-scale rebrand that puts chicken front and center. Gone are the heavy maritime motifs and pirate-style fonts; in their place is a cleaner, more contemporary design that highlights chicken.
After several seafood-focused decades, this latest refresh acknowledges a broader truth about what American diners crave today. Chicken is now the undisputed heavyweight of the fast-food industry. It’s the most-consumed protein nationwide and is driving innovation and menu growth across nearly every major chain — from sandwiches and nuggets to tenders and wraps.
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