Long John Silver’s Revolutionizes Customer Engagement with Cutting-Edge Tech

As a self-proclaimed foodie, I’ve always been fascinated by the way restaurants adapt to changing consumer behaviors. In today’s digital age, it’s no secret that customers expect a seamless and personalized experience when interacting with their favorite brands. Long John Silver’s, a beloved fast-food chain, has taken a bold step in revolutionizing its customer engagement strategy by partnering with four leading technology innovators: Attentive, Bikky, Plein Air, and Sparkfly.

Image: Restaurant technology innovation

The goal of this partnership is to create a 360-degree next-generation digital and in-store experience across over 300 corporate-owned locations and participating franchisees. By integrating 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, Long John Silver’s aims to craft more meaningful messages, offers, and digital experiences for its guests.

“By incorporating this cutting-edge technology into one 360-degree engagement ecosystem, we’re excited to seamlessly blend the online and in-store experience and cater to today’s modern, digital-first consumer.” - Jason Antony, Director of Digital Marketing for Long John Silver’s

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.

Image: Long John Silver’s mobile app

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, with the launch of the Long John Silver’s mobile application and a new loyalty program called Seacret Society. These innovations aim to improve how customers connect with the brand, offering unparalleled convenience and rewards.

Image: Seacret Society loyalty program

“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.” - Nate Fowler, President at Long John Silver’s

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.

Image: Digital menu boards

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 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.