By Lea Mira, RTN staff writer - 6.25.2024
Long John Silver’s aims to upgrade its customer engagement strategy by partnering with four leading technology innovators: Attentive, Bikky, Plein Air, and Sparkfly. The goal is to implement a 360° next-generation digital and in-store experience across more than 300 corporate-owned locations and participating franchisees.
The integrated ecosystem will utilize a suite of advanced platforms, including Attentive’s CRM and SMS Messaging, Bikky’s Customer Data Platform, Plein Air’s Web and Mobile App, and Sparkfly’s Offer Management, Loyalty, Digital Wallet, and POS Middleware Platform. This combination is designed to create more meaningful messages, offers, and digital experiences for guests.
In a company press statement, Jason Antony, Director of Digital Marketing for Long John Silver’s, commented on the initiative, stating, “By incorporating this cutting-edge technology into one 360° engagement ecosystem, we’re excited to seamlessly blend the online and in-store experience and cater to today’s modern, digital-first consumer.”
The technology partners bring decades of combined experience in supporting growth and innovation within the quick-service restaurant (QSR) industry. Their platforms offer the flexibility, simple functionality, and deep integrations necessary to revolutionize customer interactions with the LJS brand, driving engagement, loyalty, and sustainable growth.
The new engagement ecosystem aims to streamline the ordering process and personalize rewards, creating a seamless and tailored experience for each guest. This approach is expected to foster deeper connections, enhance overall satisfaction, and drive customer loyalty. Additionally, it will unlock valuable insights to continuously refine and optimize the brand’s offerings, ensuring long-term success and growth.
The initial phase of this digital transformation went live in April 2024. This phase includes the launch of the Long John Silver’s mobile application and a new loyalty program called Seacret Society, which were unveiled in May of this year. These innovations aim to improve how customers connect with the brand, offering unparalleled convenience and rewards.
Nate Fowler, President at Long John Silver’s, stated, “The introduction of the Long John Silver’s mobile app and the Seacret Society loyalty program reflects our ongoing commitment to innovation and customer satisfaction. Through these initiatives, we aim to express our appreciation to our loyal patrons while embracing the digital age and evolving restaurant landscape.”
The Long John Silver’s mobile app, available on the iOS App Store and Google Play, allows customers to browse the menu and place orders in advance. Seacret Society members can earn and redeem rewards seamlessly through the app. The Seacret Society loyalty program is a nod to Long John Silver’s most loyal fan base. Members earn four coins for every dollar spent on Long John Silver’s food and drink items, which can be redeemed for various rewards, including complimentary food items and exclusive discounts. Members also gain access to member-only specials and exciting offers. To celebrate the launch, new members receive a special welcome gift of one free preselected menu item.
These digital platforms are part of Long John Silver’s ongoing investment in modernizing the customer experience. In addition to the mobile app and loyalty program, the brand has revamped its website with a clean, user-friendly interface and navigation capabilities. Remodeled restaurants nationwide are installing digital menu boards to facilitate the rotation and highlighting of menu items.
Looking ahead, the company, with 540 locations in the United States as of December 2023, reportedly plans to explore and implement additional solutions for improved customer connection. The brand is currently rolling out self-service kiosks in its restaurants, expected to be available by fall. Digital menu boards are being installed in new and renovated locations, maintaining a consistent brand image across all digital platforms. The self-service kiosks will mirror the online and app interfaces, ensuring a seamless and unified experience for customers.
Long John Silver’s previously reported success in online ordering through its partnership with Revolution Ordering. Following implementation, the brand experienced a 48% increase in average daily digital order volume and a 5% increase in average daily digital ticket. The company began its digital journey with the solution provider in early Summer 2021 by rolling out Revolution’s Order One platform and Connect marketplace order insertion product in corporate locations, with franchisees joining by the end of the year. The Lent season, a crucial business period for the brand, saw many customers consuming seafood and abstaining from meat. Revolution’s Order One platform provided a unified web, mobile, and voice order management software platform that seamlessly integrated into restaurant point of sale systems.
In 2021, the company chose Interface Security Systems to enhance network connectivity across 430 of its restaurants. The company implemented Interface’s fully managed, restaurant-in-a-box solution that includes prefabricated network equipment ready for SD-WAN expansion, wireless WAN backup, and VoIP connectivity. This robust network supports additional services like guest Wi-Fi, mobile devices, and tablets for their staff, ensuring consistent and satisfactory customer service.
The integration of advanced technology at Long John Silver’s marks a pivotal shift in the quick-service restaurant industry. By partnering with technology solution providers like Attentive, Bikky, Plein Air, and Sparkfly, the brand is enhancing customer engagement and operational efficiency through a 360° digital and in-store experience. The new mobile app and loyalty program exemplify how technology can create personalized interactions and streamline the ordering process. Additionally, digital menu boards, self-service kiosks, and a revamped website ensure a consistent and seamless customer experience.
As the restaurant industry evolves, adopting cutting-edge technology is essential for meeting the demands of today’s digital-first consumers. Long John Silver’s strategic initiatives position the brand at the forefront of this transformation, setting a high standard for customer engagement and operational excellence.
