The Louisville, Kentucky, USA-headquartered Long John Silver’s quick-service seafood restaurant chain unveiled a new branding strategy and logo to more than 400 delegates, including franchisees and vendors, attending its national convention last week. The company also presented a number of awards, including a Jim Patterson Founder’s Award, named after the man who founded the brand in 1969.
One session of the convention kicked off by screening clips from Long John Silver’s new multi-faceted digital campaign featuring artist Steve Connell, which was released to the public this summer. Another featured a uniform fashion show with television spokesperson Kenneisha Thompson as a model, and a mock restaurant assembled with the new branding to give franchisees a sneak peek at the future
“This brand has been around for 47 years, so we were careful to stay true to our roots and our core customers while introducing something fresh and new,” said Marilyn Nicholson, vice president of marketing, media and promotions.
The restaurant chain features a popular menu that relies to a great extent on frozen products. Combination dishes, platters and family meals offered feature fish, shrimp, fried clams, crab cakes and other fare. Side dishes run the gamut from french fries and hush puppies to onion rings, cole slaw, corn on the cob and green beans.
This marked the first year for the Jim Patterson Founder’s Award, given for possessing great qualities of leadership and loyalty. Bob Ruckriegel accepted the prize during the closing night gala alongside his wife, Lovella.
Chris Walsh and Diane Oney were given the Admiral’s Award for outstanding accomplishments as franchisees. The Franchise Association Board awarded Bill Brewer with the Chairman’s Award.
Other honorees included the Next Generation Award winners Frank Kapfhammer, Jimmy Goodnight, Randy Henn and Bill Brewer. Additionally, Griffith Foods was named Supplier of the Year; Performance Foods, Marketer of the Year; and Richard Levitt with Nellis Seafood received the Navigator’s Award.
The Culinary Innovation Award recipient was Bob Jenkins of Charter Foods, Inc.; the Development Award went Eric Estes of Estes Enterprises, Inc.; and the Profitability Award was presented to James McCann and Dave Chapman of Treasures Isles, Inc.
