Do you like seafood? Well if you do like seafood Long John Silver’s, the country’s largest quick-service seafood brand, wants to be your friend. Integrating Price as a branded invitation Long John Silver’s is sure to catch new customers looking for the ‘halo’ of ‘better-for-you’ that seafood lovers and consumers are looking for today according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.
Talk about leveraging price as its new branded electricity Long John Silvers (LJS) has a new Catch of The Day promotion. “Each day of the week, guests are invited to catch a hot and fresh $1 deal at a participating Long John Silver’s Restaurant” according to the press release. .
Monday through Saturday, LJS customers can enjoy a wide variety of popular LJS menu items for only $1. Menu offerings will include $1 Crispy Fish Slider, $1 Baja Fish Taco, $1 Crispy breaded all-white meat Popcorn Chicken, and many other $1 deals.
Stephanie Mattingly, LJS vice president of marketing stated “We are excited to offer so much variety at such a great price. With our new line-up we are able to offer customers something unique and different compared to other value menus out there,” “From our new Crispy Fish, Chicken and Crab Cake Sliders to our new signature Cinnapups™, only for $1, we think our customers will be delighted.”
Extend the value proposition LJS also launched an All You Can Eat Sunday promotion back in March, and has seen great success at participating restaurants. On Sundays, guests are invited to stop into their local Long John Silver’s, and enjoy the fan favorite battered-fish or chicken tenders with sides & hushpuppies, at an incredible value of just $7.99. The promotion will continue to run from 11am – 7pm at participating locations and is Dine-In only.
The daily deal lineup includes:
Sunday: All-You-Can-Eat Fish or Chicken with Sides and Hushpuppies, $7.99
Monday: Crispy Fish, Classic Chicken or Crab Cake Sliders, $1/each
Tuesday: Baja Fish Taco $1/each
Wednesday: Crispy Breaded Shrimp with classic Crumblies, $1/each
Thursday: Popcorn Chicken $1/each
Friday: Crab Cake $1/each
Saturday and Sunday: 10-piece Cinnapups or Deep Fried Twinkie, $1/each
What is your brands new electricity? Your brand should be an invitation. According to Johnson, “Brand relevance is in part driven with innovation in new food products in combination with new avenues of distribution all of which are the platform for the new electricity.”
Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply and includes such things as fresh foods, pricing, urban clothing, grocerant consultants, urban farming (produce, seafood, etc.), autonomous delivery, cashier-less retail, cash-less payments, new placement, digital hand held marketing.
Foodservice retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food that is portable, fresh, with differentiation that is familiar not different. That will require brands to embrace new fresh food partnerships more now than ever before according to Johnson.