Long John Silver's gears up for Lent

Charles St. Clair, chief marketing officer for Long John Silver’s, told me Tuesday evening that the restaurant chain wanted to get its new menu rolled out in plenty of time before the busy lenten season, so that restaurant operators could adjust to the menu and customers would be aware of the changes.
“We wanted to make sure we put our best foot forward for our guests when Lent comes around,” St. Clair said.

In case you missed it, on Tuesday Long John Silver’s announced an overhaul of its menu for the first time in more than a decade.

St. Clair said a number of the changes were made in mid-December before announcing them this week. He said any price changes on the menu will be at the discretion of the individual restaurant operators.

St. Clair said the restaurant’s largest advertising campaign will come in the weeks ahead of Lent, which begins with Ash Wednesday on Feb. 13.

St. Clair said Long John Silver’s will use a combination of social and digital media to promote the new menu.

For Long John Silver’s, Lent is the “holiday retail season” for seafood restaurants, St. Clair said.

“Starting with Ash Wednesday through Easter Sunday is a very busy time for our restaurants.”