Lent Means Big Sales for Long John Silver’s

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Nearly 22 million pieces of fish expected be sold in 40 days of Lent

LOUISVILLE, Ky.–(BUSINESS WIRE)–Ash Wednesday (Feb. 10) marks the beginning of Lent for more than 66
million Catholics in the U.S. For Long John Silver’s (LJS), the
country’s largest quick-service seafood restaurant chain, it kicks off
the company’s busiest-selling season, historically featuring a 75
percent increase in sales on the first day of Lent alone. The company
has prepared with aggressive training in more than 1,100 units across
the country. In addition, Long John Silver’s is offering a seasonal
promotion on a $5.99 Cod meal and a sweepstakes with three grand prize
cruises.


During the Lenten season, Long John Silver’s expects to sell more than
20 million pieces of fish, enough to feed every person in New York City,
Los Angeles, Chicago, Houston, Philadelphia and Phoenix. Those freshly
prepared meals will be served with enough tartar sauce to fill nine
gasoline tank trucks. On Ash Wednesday, Long John Silver’s will serve
nearly half a million hush puppies, almost twice as many as an average
Wednesday.

“We begin preparing almost as soon as Lent ends,” said Long John
Silver’s CEO James O’Reilly. “This year we launched a system-wide
training program including a Lent playbook and held regional meetings
across the country. We are committed to delivering top-quality product
and friendly service even at our busiest time of the year.”

Preparation to feed this sales surge extends to the icy waters of the
north Pacific Ocean where fish trawlers hauled up wild-caught Cod and
Pollack at one the best-managed and most sustainable fisheries in the
world. Long John Silver’s fish is fresh-caught and flash-frozen aboard
the fishing boat in order to lock in the flavor. For consumers
interested in clean eating, this protein is antibiotic free, hormone
free, GMO free, additive free and contains no artificial color or
flavors.

“We are not trying to be trendy. This is how we have always done it,”
said Peter Czizek, Long John Silver’s vice president of culinary
innovation. “The ocean is the largest free-range in the world.”

LJS units across the country have been vigorously preparing the stores
in order to put their best foot forward, anticipating a surge of new, as
well as loyal core customers during Lent. Team members are especially
focused on dining areas, food preparation stations and storage.

Among other seafood favorites, Long John Silver’s will offer a premium
100% wild-caught, hand-battered, premium Alaskan Cod meal that includes
fries and two hushpuppies for $5.99 during Lent. A sweepstakes promotion
called “Fish You Were Here” will give consumers an opportunity to win
one of three grand prizes, a whale watching cruise, an Alaskan cruise
and a Finding Nemo Caribbean cruise. To enter the sweepstakes, customers
simply take a selfie in an LJS restaurant or with LJS products and
upload it at LJSelfie.com.

Long John Silver’s is also targeting Lent observers with special
promotions. Coupon books and family-meal flyers will be delivered to
local churches and businesses near LJS units. This will supplement
special advertising placed in church bulletins. As many Lent-observing
families will likely eat fish several times during the season, team
members will also hand out “Fry Day” frequency cards, rewarding
customers for their loyalty.

-High resolution photos and video available upon request

About Long John Silver’s:

Long John Silver’s is a classic American brand founded in 1969, and
stands today as the nation’s largest quick-service seafood chain with
more than 1,100 franchised restaurants in the U.S. and Asia. Long John
Silver’s is famous for its pure, wild-caught Alaskan whitefish that’s
hand dipped in the restaurant and cooked to golden perfection. All
wild-caught fish served at Long John Silver’s is sourced from a U.S.
fishery that has been certified as sustainable by the Marine Stewardship
Council since 2005 and certified as responsibly managed under the Global
Trust/ASMI FAO-based standards. Learn more at www.ljsilvers.com.

Contacts

RunSwitch PR
Gary Gerdemann, 502-291-8557
Gary@RunSwitchPR.com