Long John Silver’s Rebranding:

Brand AuditLongJohnSilvers.com

Seafood ExpertsMenuNutritionCouponsLJS LocatorLinks leading to other social media:

Facebook49,647 likes

Notes SectionContains new events and menu items.

Discussion SectionCustomers discuss what food items they want back or could do without, and try to get in touch with management.

LinksThis area is for people to post blogs on LJS experience, comment on commercials, or other LJS related links.

GameYou’re a chef that has to see how many fish you can fry, with an opportunity to win coupons.

YouTube & Twitter

Twitter“Get the latest news, updates and exclusive offers from your favorite restaurant”!

Tweets- Were great offers, next location of their Nascar, but most of all just positive feedback by fans.

YouTubeA lot of the LJS commercials are available for view. Also a lot of clips about a new menu item or diet strategy through LJS.

LoyaltyTanner Roney

How I know Him: employed at Salina Municipal Golf Course. Friend.

Description: Roney is a golfing buddy of mine who loves all types of foods. Ex: Manhattan food/golf trip.

Loyalty: Interview him over Facebook and came to the conclusions that Roney would eat LJS over anything if it was a little cheaper/healthier. Subway is the real competitor against his LJS loyalty.

Stakeholders

o Customers

o Employees

o Yum Brand Inc.

o Anyone who is affiliated with LJS

Weaknesses Not a lot of commercials or marketing on television, therefore if not seen on Facebook/YouTube/Twitter then its hard to see. McDonalds is dominating them.

They do not have a salad on their menu, a Baja fish salad sounds like it would be a crowd pleaser, and they lose vegetarian customers or someone who might be on a diet. (Give Family-vegetarian example about unhealthy food.)

Their food is rather greasy and unhealthy; right now America is fighting obesity and healthy food is important to consumers.

Threats Other fast food industries are cutting prices low are taking away from Long John Silver’s.

People saying enough is enough when it comes to their unhealthy menu and no longer eating Long John Silver’s at all.

Lack of supply, if there is no healthy steady fish supply then Long John Silver’s would have a hard time making a profit.

All information came from observation of the brand audit.

ChangesThe smell of LJSLong John’s could get a better ventilation system. Not only would this be more attractive, but the company that helped out could make a commercial about the success. Promoting both companies.Menu expansion and marketingNeed to produce a more attractive dollar menu. Once you get one dollar menu item people get addicted to it, then you can bump up the price to increase profit. Produce more commercials and get on as much media as possible!Healthier menuMore grilled food! Fish is a great source for Omega-3 fatty acids, vitamins, and minerals that are good for general health. The American Heart Association recommends fish twice a week to help lower blood pressure, prevent heart disease, and reduce the risk of heart attacks and strokes.

SpongeBob the PirateSpongeBob is a character that could be brought to LJS as a spokesperson. He lives under the sea so he could get the best fish. Kids love SpongeBob so he would be able to market to them. Could have a LJS SpongeBob toy so the kids would want to go eat their to get the toy.

Strengths & Opportunities of Change

Strengths & OpportunitiesLJS would have a healthier menu, cleaner restaurant, better advertising, and a change to live up to the freshness of their commercials. (Clean water splashing on their fresh fish.) Also, the idea of SpongeBob would expand Long John Silver’s market. The healthier menu along with a enhanced dollar menu would lead to utter domination. People look for the fastest way to eat health if LJS could increase their grilled menu along with more greens they could provide this service the best.

Story Boardhttp://www.youtube.com/watch?v=ZK8kGfQm4rU