RISE - Menu Monitor

Long John Silver's
Headquarters
1900 Colonel Sanders, Louisville, Kentucky 40213 USA
Tel: (502)874-3000 Fax: (502)874-3050
www.ljsilvers.com
Ownership: Private
Segment: Limited Service Seafood
System Characteristics 2006 2005 2004
U.S. Systemwide Sales ($000) 740,000 785,000 783,000
Company-owned ($000) 345,000 459,000 490,000
Franchised ($000) 395,000 326,000 293,000
U.S. Number of Units 1,121 1,169 1,200
Company-owned 460 611 700
Franchised 661 558 500
International Sales ($000) 20,000 19,000 16,000
International Units 35 34 34
Average Sales/Unit ($000) 660 671 652
Concept Positioning |
Long John Silver’s is the nation's largest limited-service fish and seafood chain, specializing in batter-dipped fish, chicken,
shrimp and hushpuppies. YUM! Brands operates and franchises more than 1,200 Long John Silver’s worldwide.
Long John Silver’s has completed an extensive drive-thru and image enhancement program in all company stores. The former
"wharfside" exterior and traditional nautical have been replaced with a bright yellow and deep blue color scheme. Buildings are
typically freestanding, with seating for 96, though some are co-branded with other YUM! chains or kiosks in business and
shopping centers and nontraditional locations. Most restaurants offer drive-thru, sitdown and carryout service.
The first Long John Silver’s was opened in 1969 by Warren Rosenthal, chairman of original parent Jerrico, Inc. In 1989, the
chain was acquired by a group of investors. The company filed for Chapter 11 bankruptcy in 1998 and emerged in 1999 under
an approved acquisition by Yorkshire Global Restaurants. Since 2002, Long John Silver’s has been owned by the publicly
traded YUM! Brands, the parent company of KFC, Pizza Hut, Taco Bell and A&W Restaurants. YUM! Brands is expanding
Long John Silver's through the development of multibranded locations of the restaurant and its other concepts. In 2006, YUM!
announced that most new Long John Silver's locations will be multi-branded with its flagship concepts KFC, Pizza Hut and
Taco Bell. Long John Silver’s has upgraded its kids' meals and premiums in an effort to attract more families with young
children.
Menu Positioning |
Long John Silver's quick-service menu features a variety of batter-dipped seafood, sandwiches, baked chicken and fish, sides,
desserts and beverages. Signature items include batter-dipped fish, shrimp, clams and chicken. Sandwiches include the Fish
Sandwich, Ultimate Fish Sandwich and Chicken Sandwich. Sides include fries, hushpuppies, crab cakes, coleslaw, corn
cobbettes, cheese sticks, rice, and clam chowder. The newest items include a line of flatbread sandwiches and wraps,
available in classic, South of the Border Caesar, Cool Ranch and Blazin’ Cajun. Family meals, variety platters, value baskets
and a kids’ menu are also offered. Menu prices range from 99¢-$8.99 and checks average $4.
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