Steered by a vision to conquer new territories and explore untapped markets, global seafood franchise, Long John Silver’s, has unveiled its global flagship store in Gading Serpong, Indonesia. This strategic expansion marks the beginning of an ambitious plan to proliferate the Indonesian fast-food sector.
This new venture in Indonesia symbolizes Long John Silver’s first step in an aggressive growth plan for the region. A second franchised outlet is already in the pipeline, projected to start operations in Q4 2023. Setting a high benchmark for the brand, Long John Silver’s aims to launch over 50 new restaurants in Indonesia, in what promises to be a robust acceleration of the brand’s footprint.
This bold move follows the brand’s phenomenal success in establishing brand recognition and customer satisfaction in Singapore. As noted by Nate Fowler, the Brand President of Long John Silver’s, the prosperous fast-food industry and the delectable local cuisine in Indonesia were pivotal factors in choosing the country as their next venture.
The Gading Serpong flagship store stands as a beacon of the brand’s rich heritage, enveloping visitors in an atmosphere that fuses nostalgic charm with modern aesthetics. The two-storey building showcases the first-ever 3D statues of Long John Silver’s iconic mascot and Captain Flint, along with a free-standing drive-thru for customer convenience.
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Spicing up their menu to cater to the local palate, the Indonesian branch will offer a fiery variant of the brand’s signature batter, used for frying proteins, alongside their classic recipe. Mr. Chandra Supandi, President Director of Long John Silver’s Indonesia, expressed his excitement about bringing the famed seafood chain to his home country, reminiscing about his first encounter with the brand in Miami years ago.
This Indonesian expansion follows Long John Silver’s impressive track record of six consecutive quarters of same-store sales growth and high average unit volumes (AUVs) in 2021. Over the past two years (2020-2021), the seafood giant has boosted its total system sales by 2.5% year-on-year, showcasing a steady and consistent growth trajectory.
“We are in truly exciting times for Long John Silver’s, and it’s crucial we have the right infrastructure to uphold our brand’s strong momentum, fortify our key strategic investments, and broaden our global presence,” stated Blain Shortreed, CEO of Long John Silver’s.
As we watch the sea change in the fast-food industry, it’s clear that Long John Silver’s is set to sail smoothly in the Indonesian waters, bringing a seafood revolution to the region’s gastronomic landscape.
This report is based on an article on the Marketing-Interactive website.
