Long John Silver’s debuts value menu

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By Molly Gise ShareThis Email Print LOUISVILLE, Ky. (Sept. 15, 2009) Long John Silver’s is fishing for bargain hunters with a new value menu of 12 items priced under $2. Called the Dollar Stretcher Menu, the value lineup includes new and existing menu items priced at 99 cents, $1.59 or $1.99 each, according to Long John Silver’s website. A notice on the chain’s Twitter page indicated the value menu rolled out in late August. Officials did not return calls for comment by press time. The 1,100-unit Long John Silver’s joins sister chains Taco Bell and KFC, all of which are franchised by Yum! Brands Inc., in offering a tiered value menu. Taco Bell’s Why Pay More menu offers item priced at 79 cents, 89 cents and 99 cents each, while KFC’s Ultimate Value Menu, which rolled out in February, includes items priced at 99 cents, $1.49 and $1.99 each. At Long John Silver’s the 99-cent items include a new Jr. Fish Sandwich; a Baja Fish Taco, which the chain debuted this summer; a small order of fries; and six hushpuppies. Items priced at $1.59 include a new Double Jr. Fish Sandwich; four battered shrimp; a slice of pie; and a new Zesty Chicken Sandwich. The $1.99 options are three battered shrimp and fries; two Jr. Fish pieces and fries; popcorn shrimp; and chicken and fries. Many other fast-food chains have ramped up their value offerings in an effort to appeal to cash-crunched consumers. Some, like Sonic Drive-In and Dairy Queen, have introduced national value menus for the first time this year. Separately, Long John Silver’s said Tuesday that it had received approval from the United States Small Business Administration to be listed on the SBA Franchise Registry. The chain said the move would help expedite the process for new and existing franchisees to get financing for new locations or equipment. Last year Long John Silver’s debuted a new restaurant design, designed in consultation with a group of franchisees, which reduced build-out costs and may spur unit growth. Three prototype locations have been built in the United States.

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