Long John Silver’s Drives Digital Innovation with Tech Leaders for Enhanced Guest Engagement

To improve customer engagement, Long John Silver's has partnered with four of the most innovative technology companies: Sparkfly, Plein Air, Bikky, and Attentive. A 360° next-generation digital and in-store experience is intended to be implemented at more than 300 corporately owned locations as well as participating franchisees.

An Integrated Advanced Platform Ecosystem

Several cutting-edge platforms will be used by the integrated ecosystem, such as Sparkfly's offer management, loyalty, digital wallet, and point of sale middleware platform; Plein Air's web and mobile application; Bikky's customer data platform; and Attentive's CRM and SMS messaging. The goal of this combination is to give visitors digital experiences, offers, and more meaningful messages.

Dedication to Contemporary, Digital-First Customer Experiences

According to a press release about the initiative, Long John Silver's Director of Digital Marketing Jason Antony stated, "We're excited to seamlessly blend the online and in-store experience and cater to today's modern, digital-first consumer by incorporating this cutting-edge technology into one 360° engagement ecosystem."

Years of Innovation and Experience

The quick-service restaurant (QSR) industry has benefited from the decades of combined experience of the technology partners in fostering growth and innovation. Their platforms provide the adaptability, user-friendliness, and profound integrations required to transform how customers engage with the LJS brand and promote engagement, loyalty, and long-term growth.

A Seamless and Personalized Customer Experience

The goal of the new engagement ecosystem is to give each visitor a smooth and customized experience by streamlining the ordering process and personalizing rewards. It is anticipated that this strategy will promote stronger bonds, raise general satisfaction, and increase client loyalty. Furthermore, it will provide insightful information that can be used to continuously improve and optimize the brand's offerings, guaranteeing its long-term success and expansion.

First Digital Revolution Stage

The first stage of this digital transformation was launched in April 2024. Presented this May, the Long John Silver mobile application and the Seacret Society loyalty program are just two of many innovations covered under this phase. These innovations will supposedly strengthen the relationship between the consumer and the brand through unmatched rewards and convenience. 

Commitment to Innovation and Customer Satisfaction

"The roll-out of Long John Silver's mobile app and the Seacret Society loyalty program embodies our continued efforts in pursuing innovation and customer satisfaction," says Nate Fowler, president of Long John Silver's. We are looking to take our loyalty programs to the digital era and the shifting environment of restaurants, as a token of appreciation for our most loyal customers.

Long John Silver's Mobile App Features:

Through the Long John Silver mobile app, available for download at Google Play and the iOS App Store, consumers can view the menu and book reservations ahead of time. Members of Seacret Society can quickly and easily earn and redeem rewards through the app. A tribute to Long John Silver's most devoted fan base is the Seacret Society loyalty program. For every dollar that is spent on food items and drinks from Long John Silver's, the members get four coins. These points could then be redeemed for a variety of rewards, which include free food items and special discounts. Added to this, members receive several exciting offers and member-only specials. A special welcome gift to the new members in celebration of the launch is provided in the form of one complimentary pre-selected menu item.

Investment in Modernizing the Customer Experience

Long John Silver's continuous investment in updating the customer experience includes these digital channels. Apart from the smartphone application and reward scheme, the company has redesigned its website with an easy-to-use interface and improved navigation. Digital menu boards are being installed in renovated restaurants all over the country to make it easier to highlight and rotate menu items.

Future Plans and Innovations

Looking ahead, the company reportedly intends to investigate and implement additional solutions for enhanced customer connection. As of December 2023, it had 540 locations in the United States. Self-service kiosks are currently being rolled out by the brand in its restaurants, with availability anticipated by fall. To maintain a consistent brand image across all digital platforms, digital menu boards are being installed in both new and renovated locations. Customers will have a streamlined and cohesive experience as the self-service kiosks are designed to resemble the online and app interfaces.

Success in Online Ordering

Extended through its collaboration with Revolution Ordering, John Silver's has previously documented success with online ordering. The brand saw an increase in average daily digital order volume of 48% and average daily digital ticket volume of 5% after implementation. By the end of the year, franchisees will have joined the company as it started its digital transformation with the solution provider in early summer 2021 by implementing Revolution's Order One platform and Connect marketplace order insertion product in corporate locations. A significant time for the brand's sales was during Lent when many consumers avoided meat in favor of seafood. Order One, a platform from Revolution, offered a unified order management software platform for web, mobile, and voice that interacted with restaurant point-of-sale systems with ease.

Enhanced Network Connectivity

The company decided to improve network connectivity throughout all 430 of its restaurants in 2021 by using Interface Security Systems. The business put into practice Interface's fully managed restaurant-in-a-box solution, which consists of prefabricated network hardware that is prepared for VoIP connectivity, wireless WAN backup, and SD-WAN expansion. Consistent and satisfactory customer service is ensured by this strong network, which also supports extra services like guest Wi-Fi, staff tablets, and mobile devices.

A Pivotal Shift in the QSR Industry

In the quick-service restaurant industry, Long John Silver's adoption of cutting-edge technology represents a significant turning point. Through a 360° digital and in-store experience, the brand is improving customer engagement and operational efficiency by partnering with technology solution providers like Sparkfly, Plein Air, Attentive, and Bikky. The recently launched mobile application and loyalty scheme serve as prime examples of how technology can personalize interactions and expedite the ordering process. A redesigned website, self-service kiosks, and digital menu boards also guarantee a seamless and uniform client experience.

Embracing the Digital Age

Using state-of-the-art technology will be crucial to the restaurant industry's evolution to satisfy today's digitally native customers. By putting the brand at the forefront of this transition and establishing high standards for both operational excellence and customer engagement, Long John Silver has implemented strategic initiatives.

Disclaimer: This article is informative and not for promotional purposes. Moreover, the content belongs to the owner and there are no affiliations or marketing motives behind it.