Long John Silver’s Enters Retail CPG Market with Kroger Tartar Sauce Partnership

Long John Silver’s, the largest quick-service seafood restaurant chain in the U.S., has announced its strategic entry into the Consumer Packaged Goods (CPG) sector. The brand is launching bottles of its signature Tartar Sauce exclusively at select Kroger Family of Stores locations.

The rollout serves as a limited-time offering (LTO) designed to capitalise on the upcoming Lenten season, a peak consumption period for the seafood category in both foodservice and retail.

Strategic Timing: Capturing the Lenten 'At-Home' Occasion

The decision to launch immediately prior to Lent is a calculated move to extend the brand's reach beyond its restaurant footprint during its most important sales window. By placing its signature condiment on grocery shelves, Long John Silver's aims to capture a share of the "Friday fish fry" and at-home seafood occasions that typically spike during the 40-day period.

This move allows the brand to remain relevant to consumers even when they choose to cook at home rather than dine out, effectively using the grocery channel to drive brand affinity.

Leveraging Condiment Brand Equity

Long John Silver's is following a well-established trend in the QSR sector—monetising proprietary flavours to build revenue streams outside the core restaurant business. Similar to strategies employed by Chick-fil-A and Taco Bell, Long John Silver’s is leveraging the high consumer loyalty associated with its specific flavour profile.

Christopher Caudill, Senior Vice President of Supply Chain and Commercial Strategy, commented on the expansion: "Bringing our tartar sauce to retail for the first time is an exciting step for Long John Silver's. It allows us to reach guests beyond our restaurants, giving them a chance to enjoy a little piece of the Long John Silver's experience wherever they're eating."

Commercial Availability

The product is available now as a Limited Time Offer (LTO) while supplies last.

Retail Partner: Select Kroger Family of Stores.
Pricing: Determined by individual retail locations.
Format: Bottled for retail shelf stability.

This pilot could potentially pave the way for a broader CPG strategy if the LTO demonstrates sufficient velocity during the high-traffic spring season.