Long John Silver made his life on the water. But the company named after him is playing with fire. 

The 56-year-old restaurant chain, boasting 485 locations across the US, has introduced a fresh logo that omits references to its renowned seafood, the pirate theme behind its name, and the nautical motifs prevalent in its eateries.

Instead, it is highlighting a surprising animal: a chicken. 

This marks a significant change for the iconic seafood brand, which previously showcased a light red fish in its logos. As part of the update, the name will now include ‘Chicken + Seafood’ in the new design. 

Restaurant experts said the move risks alienating customers — echoing Cracker Barrel’s rebranding fiasco from last month. 

Cracker Barrel faced backlash after eliminating the old man from its logo and substituting its rustic wooden lattice décor with simple white wainscoting in its establishments.

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.    

Long John Silver’s recent logo featured a fish, highlighting the chain’s niche offering: seafood served to customers from a drive-thru

Restaurant insiders are shocked by the company’s new branding, which prominently features a pale yellow chicken. The company is also adding ‘Chicken + Seafood’ to the bottom of the new logo to highlight the poultry focus

Long John Silver’s said it needs to modernize the look of its restaurants. ‘Some of our restaurants look like they’re 75 years,’ an SVP said

‘It makes you wonder if Long John Silver’s did the necessary consumer research to fully evaluate the reactions of customers to such a radical change,’ he added. 

Founded in 1969 in Lexington, Kentucky, Long John Silver’s built its name — and restaurants styled like New England fishing shacks — around nautical themes. 

The restaurant is named after a character in a nearly 150-year-old children’s novel.  

By the 1980s, the chain had grown to more than 1,500 locations and became America’s go-to for fast-food fish before years of declining sales and ownership changes sent it into a long slump. It entered bankruptcy in 1998. 

Bosses decided Long John Silver’s needed a reboot.

‘We’re a 56-year-old brand, but some of our restaurants look like they’re 75 years old,’ Christopher Caudill, the company’s senior vice president of marketing, told Nation’s Restaurant News. 

‘We need to update those to be more inviting. It’s costly, but the return is fantastic.’ 

Part of that update includes testing new chicken products, like a $6 basket and strip-style offerings. 

Nate Fowler, right, took over as the company’s CEO in February 2025. For years, the brand has struggled with shrinking sales and closing stores

Eateries around the US featured ocean blue roofs, bright yellow accents, and white shiplap walls – all to give the brand a nautical theme. Now, it’s rolling out chicken to compete with the likes of Taco Bell, McDonald’s, and Chick-fil-A

The pivot follows a wider industry trend. Taco Bell recently launched chicken nuggets and burritos, Chick-fil-A keeps expanding across the US, and McDonald’s just posted a strong quarter fueled by returning chicken favorites. 

‘Guests have been telling us for years that our chicken is a best-kept secret,’ Caudill added about the brand’s early menu returns. 

Insiders agree that chicken might be the right strategic move for the chain. They just are not in love with the brand’s execution. 

‘Not everyone likes fish,’ Thomas added. ‘The addition of a limited number of chicken items to the Long John Silver’s menu might be a good idea.’ 

But Thomas said the new sign, and the decision to rebrand to Long John Silver’s Chicken and Fish is ‘dangerous and ill-advised.’ 

‘Chances are high that Long John Silver’s customers will be turned off by the new logo and signage.’

The company remains bullish. In a comment to the Daily Mail, a spokesperson said the chain is ‘not shifting away from our heritage.’ 

‘Long John Silver’s has been well known for our fish for decades, but we want to recognize another one of our fan-favorite offerings, our chicken,’ they said.