Long John Silver’s modernizes its drive-thrus

The seafood chain has added animated video screens and high-def audio, part of a larger update for the brand.

Quick-service seafood chain Long John Silver’s is rolling out a modernized drive-thru that features animated video screens to improve order accuracy and efficiency.

The new drive-thru—with full-color, high-resolution animation on three 55-inch, high-definition screens—has been installed in 70 units since the rollout late last year. The chain hopes to install the technology in up to 400 locations by 2020. The drive-thru also features high-definition audio and the capability to push unique content to all screens.

long john slivers drive thru

That modernization is part of a widespread update for the 48-year-old brand, which includes a revamped website primed for mobile, new menu items and an updated in-store design that replaces the Cape Cod decor with a modern nautical vibe.

The chain also rolled out a new line of grilled seafood for Lent, including salmon tacos and customizable basmati rice bowls.

Remodeled restaurants are reporting double-digit growth, says Katie Rooprai, vice president of brand marketing, who declined to provide more specific revenue data or details on the renovation costs.

Drive-thru business accounts for about 50% of Long John Silver’s sales, Rooprai says. The new interface allows an operator to promote specials in real time, based on local weather forecasts, historical sales trends and special events, she says. Beyond that, the system integrates with Long John Silver’s POS system to provide data on ordering as well as customer interaction.

The chain currently has no plans for delivery service.

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