A good seafood fast-food chain is important because it provides a healthy, flavorful alternative to traditional fast food, offering essential nutrients like omega-3 fatty acids while catering to busy lifestyles with convenient dining options. By focusing on freshness and quality, such chains enhance the overall dining experience, contribute positively to local economies through job creation and supplier support, and promote environmental responsibility through sustainable sourcing practices. Long John Silver’s is a well-regarded seafood fast-food chain known for its quality offerings, particularly its wild-caught Alaska Pollock and signature fish and chips. The chain strikes a balance between taste, affordability, and sustainability
Long John’s Silver’s Legend and Legacy
Long John Silver’s (LJS) boasts a rich 55-year history, having begun in 1969 in the U.S. and evolving into a leading global seafood fast-food chain, renowned for its iconic fish and chips. The brand is famed for serving delicious, perfectly fried dishes, particularly featuring Alaska Pollock sourced from the Bering Sea, coated in LJS’s signature batter. With a strong focus on sustainability, Long John Silver’s collaborates with responsible fisheries and strives to reduce its environmental footprint. Their mission not only centres on delivering high-quality food but also on preserving the ocean for future generations.
Long John Silver’s differentiates itself with a unique selling proposition centred on expertly fried seafood, especially its signature fish and chips, which are both flavorful and responsibly sourced. The brand strikes a rare balance between affordability and sustainability, offering high-quality seafood to a broad audience while promoting eco-friendly practices. This commitment to product quality and environmental responsibility sets Long John Silver’s apart from other fast-food seafood chains.
Leadership at Long John’s Silver
The leadership team at Long John Silver’s Malaysia is made up of experienced professionals from diverse backgrounds, driving the brand’s expansion in the region.
1. Rejie Samuel serves as the Chairman of LJS Restaurants (M) Sdn Bhd, where he oversees new investments, governance, and risk management. With a wealth of experience as a CEO and CFO, Rejie has led operations with global sales exceeding USD 1 billion annually, particularly excelling in the automotive and fast-moving consumer goods industries.
Key Achievements:
- Turnarounds and Operational Excellence: Proven ability to manage turnarounds and achieve operational excellence through Lean methodologies and fostering a culture of accountability.
- Financial Management: Demonstrated success in financial management through disciplined practices, robust systems, and high-performance team leadership.
- Global Experience: Extensive international experience from roles in Korea, Australia, China, Slovakia, Mexico, Thailand, India, and the USA.
- Professional Certifications: Associate of Chartered Management Accountant (ACMA) and Chartered Global Management Accountant (CGMA).
2. Samuel Chandy, as the CEO of LJS Restaurants (M) Sdn Bhd, oversees operations, training, customer service, and new store development. He is also responsible for developing and acquiring new products and services. With over 40 years of experience across industries such as food services, telecommunications, automotive, banking, advertising, and tyre manufacturing, Samuel is known for his energetic, results-driven leadership style.
Key Achievements:
- Operational Excellence: Proven leadership in organizational management, team building, and startup ventures.
- Market Strategy: Expertise in product development and business strategy targeting specific markets to achieve optimal results.
- Adaptability and Communication: Highly adaptable with excellent communication skills, Samuel has a 100% success rate in turning companies around while maintaining high employee morale.
- Education and Awards: Holds a degree in Business from Moscow State University of Economics, Statistics & Informatics, and was awarded “Employee of the Year” by former Malaysian Prime Minister YAB Tun Dr. Mahathir Mohamad in 1993.
The core team blends expertise in marketing, operations, and customer service, ensuring excellence at every level of the business.
The Flagship Offerings
Long John Silver’s focuses on delivering top-quality seafood, especially its renowned fish and chips made with wild-caught Alaskan Pollock, a global favourite. In addition to this, the brand offers its well-loved Clam Chowder Soup, enriching the seafood dining experience. The menu features creative items like Silver’s Dory Sub, Silver’s Pollock Sub, Silver’s Shrimp Sub, Silver’s Shrimp Burger, Spicy Flavored Rice, Spicy French Fries, and grilled options.
Beyond seafood, Long John Silver’s provides a variety of choices, including shrimp, chicken, and sides, catering to diverse tastes. With family and kids meals that offer nutritional value and great pricing, the brand ensures that everyone can enjoy delicious seafood and new dishes at affordable prices.
Obstacles and how they were overcome
At Long John Silver’s Malaysia, a key challenge has been balancing quality and sustainability while expanding internationally. Ensuring seafood is sustainably sourced without sacrificing taste or affordability remains a priority. To tackle this, Long John Silver’s has forged strong partnerships with sustainable fisheries and implemented rigorous quality controls.
The brand works closely with the Alaska Seafood Marketing Institute (ASMI) to promote Alaska Pollock and uphold ethical fishing practices. Additionally, adapting to local tastes has been crucial in overcoming challenges. By tailoring flavours to regional preferences and educating employees on the brand’s heritage, Long John Silver’s continues to meet local expectations while maintaining its high seafood standards.
Current Portfolio and Future Blueprint
Long John Silver’s is actively pursuing new strategies to expand its portfolio, with an ambitious store development plan targeting high-traffic areas such as malls and commercial centres. Upcoming locations include Berjaya Times Square Mall in Kuala Lumpur, Aeon Mall Shah Alam, and Aeon Mall Nilai, all set to open by the end of this year. To enhance customer engagement and loyalty, the brand is developing a comprehensive program called Silver’s Loyalty. This initiative aims to grow Long John Silver’s presence in key commercial hubs while maintaining a focus on delivering an exceptional customer experience. Technology plays a pivotal role, with efficient POS systems integrated into stores for smooth transactions and partnerships with delivery platforms like Grab Food and Food Panda to streamline online ordering. Advanced payment gateways also ensure fast, secure transactions, improving convenience for customers. Looking ahead, Long John Silver’s is focused on adopting sustainable technology, expanding its digital presence, and staying competitive in the fast-food industry by offering tech-driven solutions that enhance service and elevate the overall customer experience.
