Previous to becoming a member of Lengthy John Silver’s, Shortreed spent 28 years at YUM! Manufacturers in numerous management roles, together with managing director of Pizza Hut’s Center East/North Africa Division, in addition to vice chairman of operations for Pizza Hut USA. On this capability, Shortreed led operations for greater than 6,000 eating places and spearheaded the model’s World Class Operations initiative.
“We’re excited to have Blain on board to guide our fleet of eating places into the longer term,” mentioned Rick Duffy, chairman, Board of Administrators, Lengthy John Silver’s. “Since our launch in 1969, Lengthy John Silver’s mission has been to make the distinctive seafood expertise from the coasts accessible to everybody. Whereas our core choices nonetheless get pleasure from recognition with folks throughout the nation, we knew it was time for brand spanking new investments and management to make sure we’re serving treasured moments to each visitor, whereas changing into ‘America’s Favourite Seafood Restaurant.’ Based mostly on the progress we have made since Blain got here aboard, we’re assured he’s the suitable individual to guide this cost of change.”
Proper Sizing for Development
Shortreed and the Lengthy John Silver’s management staff have been charting a brand new course for the model. The primary section of the plan, which targeted on stabilization, started in 2019 and lasted all through 2020. The second section, which entails shifting the main focus of the model to revitalization and development, is ready to start in earnest in 2021.
The management staff and company construction had been reshaped, and new faces introduced a wealth of fast service restaurant expertise, a long time of strategic improvement and plan execution, and experience from a wide range of disciplines. Along with Shortreed’s rise to CEO, Stephanie Mattingly was promoted to chief advertising officer. Tom Burress entered as vice chairman of franchise operations, and Christopher Caudill superior to vice chairman, advertising. Moreover, with a eager eye on modifications within the shopper journey and expertise, supplementary assets had been added to assist digital innovation and asset improvement.
With a brand new staff in place, contemporary eyes quickly took a tough take a look at the model’s place inside the better market. After taking inventory of the corporate’s areas, it grew to become clear it was time to right-size the fleet. Franchised and company eating places not financially or operationally viable had been allowed to shut, enabling investments to be made in areas with extra potential and promise for development.
“We’re shifting the model from surviving to thriving,” mentioned Shortreed. “We’re restructuring the enterprise for development; reinvesting in belongings; strengthening coaching, improvement, advertising and expertise; and specializing in giving our core shopper—and new prospects—a greater expertise solely Lengthy John Silver’s can present.”
The model additionally made strides towards a renewed relationship with its franchisees. Management amplified its give attention to the significance of the franchisee system, investing in applications to assist their development and success.
“We’re assured we’ll proceed to construct our relationship with Lengthy John Silver’s as we have now prior to now 12 months and a half,” mentioned Chris Walsh, franchisee and franchise affiliation board chairman. “Through the pandemic, the management staff dutifully helped our franchise group navigate some difficult occasions with common updates and steering on crew security, PPP loans, changes in ordering and extra. We imagine the management staff’s measured strategy to development is shifting the model in the suitable course. The power and strategic focus they’re creating is what we wanted, and we’re trying ahead to our shared success.”
Tides of Change
In early 2020, Lengthy John Silver’s was using the waves of change to its finest begin in almost 5 years. Then COVID-19 entered america, and like many eating places throughout the nation, Lengthy John Silver’s was compelled to shut in-person eating, inflicting its drive-thru enterprise to develop from 40 p.c to 95 p.c of gross sales. Nearly in a single day, gross sales dropped by 30- to 40-percent in the course of the peak Lenten season (which often brings within the highest gross sales volumes of the 12 months). Instantly, assets had been re-directed to assist restaurant groups adapt, with a major focus of safely serving visitors and retaining crew members and managers protected. As a substitute of letting the headwinds from COVID stifle momentum, Lengthy John Silver’s approached this as a chance to push ahead at a good quicker tempo.
For the reason that moments of being “beneath sea stage” within the early months of the pandemic’s onset, the model started to expertise a restoration in identical retailer gross sales. That is largely credited to a swift change after all to give attention to the drive-thru enterprise, rising contactless supply choices, and an expanded emphasis on Household Meal promotions and choices.
“Our potential to regulate course and improve our drive-thru and supply capabilities was the sport changer,” mentioned Shortreed. “Each noticed a dramatic improve, permitting us to keep up restaurant, staff and meals security as a prime precedence and ship the flavors and comfort our prospects are conversant in.”
Furthermore, the model recognized alternatives to supply added assist to its communities and crew all through the course of the pandemic. Lengthy John Silver’s created applications to assist franchisees with royalty and promoting aid, offered reductions and contributions to frontline staff, and partnered with No Kids Hungry to assist feed youngsters in want.
Redirection Results in Restoration
Whereas the coronavirus accelerated the corporate’s transformation, the group continues to spend money on its future. Trying forward, 2021 has promising plans with further investments in operations, extra culinary choices, new cell ordering, visitor rewards applications, restaurant remodels, areas in new communities, and extra.
The journey to create treasured moments for visitors in 2021 begins with the finetuning of operations. Investments embody a velocity initiative developed to supply Lengthy John Silver’s staff members with instruments, expertise and coaching to extend the accuracy and swiftness of service.
Menu innovation may also proceed to be a spotlight. Whereas Lengthy John Silver’s is understood for craveable fish and fries, visitors are additionally in search of extra selection and taste choices. New menu gadgets in 2019 and 2020 grew to become prompt classics—particularly the launch of a grilled menu lineup that includes Grilled Shrimp and Salmon Meals, Tacos and Rice Bowls. Trying forward into 2021, plans are underway for extra new choices, particularly round shrimp, sauces and sides.
In 2020, Lengthy John Silver’s continued to search out new methods to make seafood handy and accessible to all by rolling out supply with third-party supply companions. Constructing off the success of that initiative, Lengthy John Silver’s is ready to supply ordering for pick-up and supply from its personal on-line platform. This launch will drive increased profitability for eating places, scale back complexity for the crew, and make ordering simpler and extra inexpensive for the visitors. The corporate plans to launch the brand new platform in early 2021.
As the corporate—and the nation—seems ahead to consuming collectively once more, Lengthy John Silver’s can be upgrading the eating expertise for its prospects. With new retailer prototypes and remodels of present areas, the investments being made into each the inside and exterior of areas throughout the system are certain to lead to an elevated setting for its visitors’ seafood expertise.
“We’re excited concerning the future for Lengthy John Silver’s. Our focus stays on delivering treasured moments for our prospects, making a optimistic expertise for our crews throughout the nation, and cultivating success for our franchisees and buyers,” mentioned Shortreed. “Our vacation spot is ‘America’s Favourite Seafood Restaurant,’ and we’re effectively on our method.”
About Lengthy John Silver’s
Lengthy John Silver’s was based in 1969 and has grown into the nation’s largest quick-service seafood chain. With almost 700 eating places nationwide and supply accessible from sea to mouth-watering sea, Lengthy John Silver’s continues constructing on a perception that the distinctive seafood expertise from the coasts must be accessible to all. On the heels of its 50th anniversary, Lengthy John Silver’s is setting sail on an thrilling voyage—refining well-loved seafood favorites, creating new menu gadgets together with grilled choices, and specializing in the visitor expertise. The corporate has been voted the “Finest Place to Work” 4 years in a row and is led by a powerful administration staff with deep expertise within the fast service restaurant business. Be taught extra at www.ljsilvers.com or be part of the dialog by way of social media on Twitter, Facebook or Instagram.
SOURCE Lengthy John Silver’s
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