Cracker Barrel unveils new logo to mixed reactions
The national restaurant and country store known for its nostalgic appeal recently unveiled a stripped-down design featuring an image of a man sitting next to a wooden barrel. Some people are not satisfied.
Unbranded – Newsworthy
Long John Silver’s is adding something new to its menu and logo: chicken.
Months after Cracker Barrel’s logo scandal angered some customers, including President Donald Trump, Long John Silver’s unveiled its own “redesigned logo” on October 3. The Lexington, Kentucky-based seafood chain known for its fried seafood platters is now “putting the chicken front and center” by replacing its signature fish illustration with a stylized chicken to spotlight non-fish items like fried chicken.
“For years, our customers have told us that our chicken is our best-kept secret,” Christopher Caudill, director of marketing for Long John Silver, said in a statement. “The hand-battered chicken strips known as chicken planks are as mouth-watering as the legendary fish, and now it’s time to reveal their secrets.”
Long John Silver’s new logo puts ‘chicken front and center’
Long John Silver’s said the decision to refresh its logo was based on “successful product testing” at its Louisville flagship store.
One of the recipes tested was the chicken wrap, which features spicy Nashville hot chicken, seafood, special crumbles, sauces, and other ingredients in a warm tortilla.
“This brand was built with the idea of making the coastal experience accessible to everyone, so seafood will always be part of our DNA,” Caudill said. “But chicken is part of our heritage and a big part of our future, so it deserves a rightful place in our logo, on our menu and at our guests’ tables.”
Long John Silver’s is still testing its menu for possible chicken varieties, but currently features a $6 basket with four options: chicken plank, hand-battered fish, battered and soaked shrimp, or grilled shrimp.
The chicken currently available at Long John Silver’s is:
- 3 pieces chicken
- Assorted fish and chicken
- Assorted fish, chicken and shrimp
- 2 piece chicken combo
- 2 piece chicken basket
- 1 piece chicken
- chicken share 9 pieces
- super sampler platter
- 3 piece chicken meal
