Saturday, November 28, 2009

Old Long John Silver's Commercials

This morning I took a trip down memory lane and pulled out a video tape reel of historical Long John Silver's commercials . It was interesting to see those old commercials and how the brand has evolved . Long John Silver's turned 40 this year as a fast food brand and I think by looking at some of these old commercials there are nuggets of information that are useful to understand the essence of the brand , its identity and keys for the brand to continue another 40 years . Some of the commercials that really got my attention include the following :

" Fish & More For Four "
" SOS " Super Ocean Sandwich
" Put A Smile On Your Taste "
" Chillers"
The whole " Sounds Good To Me " campaign
The " Chicken In A Fish Place" commercial with the Russian
The whole " Go Fish " campaign was a great three year run
While a failure the Mr. Bigfish commercial was a hoot to watch again
I liked the Gotta Getta Little Southwest Fiesta Fish product and commercial
Popcorn Munchers
Of the the "Trooper - Grab & Go " commercial was a classic

Some great classic commercials for a great American brand

Tuesday, July 28, 2009

Pairing for golf outing set

The initial pairings for the second annual Jerrico/LJS golf outing on August 15, 2009 are set :

11:00 Beckley, Sidun, Sawyer, Innes11:10 Minter, Demarest, Caldwell, Sievers11:20 Ragsdale, Yoko, Cegnar, Plummer11:30 Tenney, Borkosky, West, Kaufhold11:40 Smith, Deitchle, Jenkins, Renfro11:50 Hester, Huckstein, Hardy, Getchell, Jameson

Wednesday, April 29, 2009

2009 Jerrico/LJS Alumni Golf Outing Date Set

Dave Kaufhold has set the date for the 2009 Jerrico/LJS alumni golf outing . It is scheduled for August 15 and will again be at Kearney Hills .

Sunday, April 19, 2009

The Business of Fish, Restaurants and Lent

The Business of Fish , Restaurants and Lent
By Mark Sievers

Have you ever wondered why hamburger chains would promote a fish item
( usually a fish sandwich ) at all and only one a year ? They do it because of increased fish consumption during the 40 days of Lent and in particular Ash Wednesday and the six Fridays of Lent . This is a way to both accommodate the dietary desires of consumers and to take advantage of a seasonal shift in protein consumption patterns . This article will not only examine contemporary examples of this but also some related interesting historical origins and aspects .
The observance of Lent is among the oldest customs of Christians . In fact the practice dates so far back that exact origins suffer from some level of obscurity and conflicting viewpoints . Rather than discuss this in detail I will summarize some key historic points of this practice : .

1. As early as the first century AD the original Christians modified the Jewish fasting traditions from Tuesdays and Thursdays to Wednesdays and Fridays .
2. Some have traced the Season of Lent to approximately the third century .
3. The Teutonic word Lent originally meant merely the spring season but evolved since the Anglo-Saxon period to mean the 40 day period of Lent .
4. When the Church imposed fasting in Lent certain days were designated whereby it was forbidden to eat meat. These days in French are known as “jours maigres” or “ lean days” . Since fish came out of water and hence “cold” and also white , it was deemed pure and suitable for fasting food .
5. During the Middle Ages , the Church ordained a total of 166 days of fasting including the 40 days of Lent . This resulted in fish becoming a significant commercial resource . Charlemagne ( Charles the Great or Charles I ) ensured that his farms had plenty of fish ponds for producing eel , pike and other fish species . The farms then sold the fish which in turn created profits for the imperial treasury .
6. Over time Lenten observance traditions have evolved and become more flexible . Even denominations that never strictly adhered to fasting traditions still had a sense of “Lent awareness”
The restaurant and hospitality promotional action really starts before Lent . The day before Ash Wednesday is celebrated in various ways around the world . For most , it is known Mardi Gras or “Fat Tuesday “ and celebrated with various type of feasting . The feasting comes from the historic custom of using up household fats prior to the 40 days of Lenten fasting . Locally, it manifests itself with various celebrations including live music and other activities at Buddy’s , Furlongs , and most other bar establishments in town .
Restaurant chains and independents alike are keenly aware of changing consumer patterns during the course of the year including Lent . The Long John Silver’s chain , which was founded in Lexington and will celebrate its 40th anniversary this year, always plans a strong fish promotion during Lent . For this chain , Ash Wednesday and the six Friday’s in Lent are typically the seven highest sales volume days of the year . The spike in business is particularly strong in areas with heavy Catholic populations with Bardstown being a Kentucky example . Currently they are promoting their Freshside Grille Smart Choices under 350 Calories menu ( ) and declared February 24 “ Skinny Tuesday “ . The Captain D’s chain is focusing on their Double Booth promotion and positioning their entrĂ©e’s as a superior value proposition to casual theme restaurants .
The McDonalds chain is promoting their Filet-O-Fish sandwich with an offbeat humorous commercial . In 1962 , a Cincinnati McDonalds franchisee ( Lou Groen ) was concerned about his sales being negatively impacted by the heavy Catholic population of the Cincinnati area who did not eat meat on Fridays . He created the Filet-O-Fish sandwich which is now served in McDonalds restaurants throughout the world .
The Wendy’s chain is heavily promoting its Premium Fish Filet Sandwich made with a Panko breaded North Pacific Cod product . Golden Corral is promoting the Great American Seafood Tour . Some chains take a different approach . For example , the Gold Star Chili chain offers a meatless veggie chili . Other national chains and local independents have their own approaches .
Then, two days after Good Friday there is Easter which is a major family oriented dining event post church services . On this day it will be one of the lowest sales volume days of the year for some concepts . However , for others who have the appropriate concept and venue its an opportunity to demonstrate their culinary capabilities with an Easter buffet or other event . One example this year is the 1st Annual Easter Sunday Buffet ( April 12 ) at 11:00 at The Red Mile Clubhouse hosted by Bayou Bluegrass Catering ( ) .
In summary , Lent is an important personal experience for many . For restaurants , its a real shift in consumer behavior that must be contemplated in their business practices . .

Saturday, December 13, 2008

Long John Silver's Freshside Grille

Last month Long John Silver's introduced its new Freshside Grille menu which is its non-fried line-up .

Here is a link to this new menu addition

Anniversaries galore in 2009

The year 2009 will be a big anniversary year for Jerrico and Long John Silvers :

1929 - The year Jerry Lederer opened his first restaurant
1969 - The first Long John Silver's opened in Lexington , KY .
1989 - Jerrico, Inc goes private in an LBO ( leverage buy-out )

Sunday, November 30, 2008

Long John Silver's news from across the pond

Check out this website for information about the Long John Silver character from Treasure Island :