RISE - Menu Monitor

Promotion Plans |
Long John Silver’s debuted a new ad campaign targeting Hispanic customers. It includes TV and radio spots in the
Southwestern Spanish-language U.S. One of the TV ads, titled “Boring Lunch,” highlights the chain’s fresh-cut Alaskan
flounder filet while parodying the processed shapes of hamburgers, pizzas and square fish. The tagline of the ad is “Pesca
algo major,” which translates to “Catch something better.” (Nation’s Restaurant News Online 3/26/07)
Long John Silver’s hired Northlich as its agency of record, replacing Omnicom Group’s Element 79. Northlich will also handle
public relations for A&W Restaurants. (NRN Daily NewsFax 8/1/07)
Menu Development |
Long John Silver’s has brought back Buttered Lobster Bites for the upcoming holiday season. The bite-sized pieces of
langostino (a relative of lobster) are cooked in a butter breading and served in a portable Snack Box for diners on the go. The
item is priced at $2.99. (Company Website)
Long John Silver’s debuted Alaskan Flounder to its menu. The item is priced at $4.99 for a two-piece meal. (Company
Release)
Long John Silver’s rolled out the Breakaway Basket featuring battered chicken planks or crab cakes filled with lobster and
paired with hushpuppies and fries. The item is priced at $2.99. (Company Website)
Yum! Brands is expanding Taco Bell’s tomato deal with a Florida farmworker group to cover all of its restaurant chains,
including Pizza Hut, Long John Silver’s and A&W. Yum! Brands previously agreed to pay a penny-a-pound surcharge for
tomatoes used by Taco Bell after a pressure campaign from the Coalition of Immokalee Workers. Yum! says it is expanding
the surcharge agreement with the hope that other restaurants and supermarkets will follow its example. (AFX.com 5/19/07;
NRN Daily NewsFax 5/22/07)
Long John Silver’s is touting its Monster Shrimp as the largest shrimp it has served. The shrimp are hand-breaded and cooked
to golden brown. (Company Website)
Long John Silver’s has brought back Buttered Lobster Bites for the holiday season. The bite-sized pieces of langostino lobster
are cooked in a butter breading. A portable snack box of the Bites sells for $2.99. A combo is also available for $4.99 and a
platter costs $6.99. (Company Website 11/12/07)
Personnel |
Steve Provost, Chief Marketing Officer
Mike Tattersfield, COO/President
David C. Novak, CEO
Rick Carucci, CFO
Leah Evans, Chief Food Innovation Officer
News & Other |
Long John Silver’s is being accused by the Maine Lobster Promotion Council of deceptively promoting its Buttered Lobster
Bites. The council alleges that Long John Silver’s and other restaurant chains are injuring the state’s $290 million lobster
industry by using the term to market products that are prepared from langostino, a pelagic crab. Long John Silver’s owner
Yum! Brands Inc. says that it has complied with the USDA’s guidelines for marketing seafood. (The Courier-Journal 12/20/06)
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