Shiver me tenders!

Exploring Long John Silver’s switch to chicken

A Salem, Ohio location of Long John Silver’s in 1983/ Photo uploaded to Flickr by Sofya Shchukina
A Salem, Ohio location of Long John Silver’s in 1983/ Photo uploaded to Flickr by Sofya Shchukina
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People remember the parrot and the pegleg. But what fans of Long John Silver tend to forget is that the iconic pirate was proudest of his bank account. Having saved 2900 British pounds by moderating his rum consumption, the seaworn cook fancied himself a paragon of fiscal responsibility.

In other words, Silver might not mind that his namesake restaurant recently jettisoned fish from its logo in favor of chicken. Presumably in response to the nation’s insatiable appetite for boneless poultry, the Louisville, Kentucky fast food chain on October 3 rebranded as a “chicken + seafood” purveyor, hinting that customers beyond its flagship location might soon see Nashville-style hot chicken baskets and chicken strips bundled in tortillas with fried batter detritus.

 
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