Long John Silver’s reputation scares away customers before they even read what's on the menu. They need to find a way for people to at least give them a chance.
Long John Silver's will become the ultimate catfish, leading people to the restaurant with their menu, not their name.

The catfishing journey starts with Waze.

This unknown fast-fish place is coming up quickly.

You took the exit. Now, find the food.

You're here. You may as well try some.

Long John Silver's will keep up the stunt with multiple food items from their menu, luring customers back to the struggling chain by debunking the common belief that Long John Silver's only serves fish sticks.