Long John Silver’s, the nautical-themed fast-food chain, has unveiled a new logo that removes all reference to its signature seafood in a risky move that experts say could spark a Cracker Barrel-style customer backlash.
The company, which has 485 U.S. locations, has swapped the pale red fish swimming above its name in its most recent logo for a golden chicken and has modified its name, adding the words “Chicken + Seafood” below “Long John Silver’s” in the new logo.
Industry analysts told the Daily Mail that the seafood chain’s reboot echoes Cracker Barrel’s rebranding fiasco in August, which ultimately saw the Southern-style restaurant chain reverse course on its $700 million overhaul after widespread customer backlash.
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