Long John Silver's increases US sales for fifth-straight quarter, plans Indonesia expansion

Seafood-focused fast-food chain Long John Silver’s has reported its fifth-consecutive quarter of sales growth in the U.S. and has announced further international expansion into Indonesia.

The privately-held company, which is based in Louisville, Kentucky, U.S.A. and which operates nearly 700 U.S. restaurants, did not provide additional details on its 2021 sales, but LJS CEO Blain Shortreed said in a press release the company had bounced back from the worst of the effects of the COVID-19 crisis, which pushed its sales down by 30 to 40 percent.

Shortreed said LJS will look to Asia for growth in 2022, with plans to add 54 restaurants in Indonesia. LJS already operates 21 locations in Singapore, and Shortreed said growing demand and high per capita consumption of seafood in Asia made it an attractive market.

“Our continued success throughout 2021 makes us believe our international presence can grow and reach new heights for the brand,” Shortreed said. “We have the infrastructure in place to support global franchisees and we are excited to offer our unique seafood experience to more customers around the world.” 

LJS Chief Marketing Officer Stephanie Mattingly said the company is expanding into Asia seeking to respect cultural norms in the region and “understanding there will be some adjustments needed due to regional and local sourcing – for example, halal certifications,” Mattingly said. But she said LJS saw a good fit for its offerings in the region.

“Seafood and poultry are two of the most-consumed proteins in the world and both have grown faster over the last decade than other protein options like beef, pork, or lamb,” Mattingly said. “This sets us up for success as we work with our international partners and supply chain to uphold our core menu offerings in areas where we expand.”

To support its international development, LJS has hired Seamus MacTreinfhir, who most recently served as the chief development officer for YUM! Brands in Dubai, as senior director of development.

Despite the positive sales streak, Long John Silver’s has struggled in recent years. Its total number of locations is down from an all-time high of around 1,500 in 1989, and it has gone from holding around 66 percent of the quick-service seafood market to around 33 percent, according to EatThis. Its USD 319 million (EUR 275.4 million) in U.S. sales in 2020 – as estimated by Technomic – were down 17 percent year-over-year, and it closed an estimated 6 percent of its restaurants in 2020. LJS executives declined to reveal how many restaurants have the chain has opened and closed thus far in 2021.

To counter the decline, LJS is planning additional renovations to its U.S. restaurants and new promotions. LJS remodeled 21 restaurants this year, and plans 20 additional remodels in 2022. New markets in Virginia will be some of the first to experience the chain’s new design and footprint, according to the company. LJS will also add a nautical-themed food truck this fall, “bringing quality seafood from the sea to the streets,” the company said.

Long John Silver’s said it also plans to reinvest in the “key things that matter the most to the brand’s consumers: speed and accuracy, convenience, and taste,” LJS said. It said it introduced an order speed-up initiative this year, with promising results.

“In restaurants participating in the speed initiative, average speed at the drive-thru has improved by 90 seconds and restaurants focused on improving speed in the drive-thru show a stronger correlation with improved sales growth,” LJS said.

After launching third-party delivery at nearly every restaurant last year, LJS began offering online ordering for pick-up in 2021. The company plans to offer online ordering at all of its restaurants by late fall, when it launches its LJS loyalty app.

“Now in more than 300 restaurants, native online ordering is already proving to be a profitable sales layer with higher guest checks on average and lower processing fees,” LJS said.

LJS is also in the midst of a trial of Good Catch plant-based fish analog sandwiches at select locations. Mattingly previously told SeafoodSource JLS expects plant-based seafood “will be the next big wave, after seeing the initial success of plant-based burgers and chicken.”

“Plant-based seafood options are part of the work we have been doing this year to revitalize and expand Long John Silver’s unique seafood experience. The LJS leadership team is optimistic to see success in this test-run, and you can expect to see more exciting news from us in the upcoming months,” Mattingly said.

In addition to testing plant-based seafood sandwiches, LJS also gave customers new menu add-ons, including the option to add grilled shrimp in USD 10.00 (EUR 8.63) Sea-Shares and “Two for USD 6.00 (EUR 5.18) Mix and Match” deals. LJS is also promoting Lobster Bites, featuring Norway lobster tail in a buttery breading, this fall.

Photo courtesy of Long John Silver’s