‘Bar Rescue’ host Jon Taffer thinks Cracker Barrel’s leadership should be ‘debunked’ after the rebranding disaster at ‘Varney & Co.’
Fast food chain Long John Silver’s has unveiled a redesigned logo that replaces its signature fish design with a chicken, as part of a wider effort to showcase its versatility and ‘start a conversation’.
The updated branding, which debuted on digital platforms on October 3, also includes a new tagline: “CHICKEN + SEAFOOD,” according to a company press release.
“Guests have been telling us for years that our chicken is a best-kept secret,” said Christopher Caudill, senior vice president of marketing and innovation at Long John Silver’s, in a statement. “Our hand-battered chicken strips, known as Chicken Planks, are just as tasty as our legendary fish. It’s time we reveal that secret.”
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The redesign follows “successful product testing” at the chain’s flagship restaurant in Louisville, Kentucky, where chicken was offered in a range of new forms, as stated in the press release.
Fast food chain Long John Silver’s has unveiled a redesigned logo that replaces its signature fish design with a chicken, as part of a wider effort to showcase its versatility and ‘start a conversation’. (Long John Silver’s)
Chicken also takes center stage in the chain’s $6 Basket lineup, which includes Chicken Planks, hand-battered fish, batter-dipped shrimp and grilled shrimp, according to Long John Silver’s.
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However, the fast food chain insists that seafood remains central to its identity, with favorites such as wild-caught Alaskan fish, crab cakes, surf clams and grilled salmon remaining on the menu.
Pictured here is a Long John Silver’s. The updated branding, which debuted on digital platforms on October 3, also includes a new tagline: “CHICKEN + SEAFOOD.” (Long John Silver’s)
“This brand was built to make the coastal experience accessible to everyone, so seafood will always be part of our DNA,” Caudill said in a statement. “But chicken is also part of our heritage – and a big part of our future – and so deserves its rightful place on our logo, menu and our guests’ tables.”
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The update comes amid a wave of high-profile rebrands in the food industry.
PepsiCo’s Lay’s recently announced the “largest brand redesign” in its nearly 100-year history, and Domino’s Pizza is undergoing its first rebrand in more than a decade.
A Cracker Barrel restaurant in Sterling, Virginia, on August 26, 2025. (Al Drago/Bloomberg via Getty Images/Getty Images)
Meanwhile, Cracker Barrel is still recovering from the backlash to its failed modernization attempt. This move caused an intense backlash, a sharp drop in stock value, and an eventual reversal.
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