Long John Silver’s(R) Wants to Assist Americans by Reducing the Number of...

Long John Silver’s(R) Wants to Assist Americans by Reducing the Number of ‘DRIs’ — Dipping-Related Incidents: New Parmesan Crusted Fish Bites Are So Good, You Can Skip the Dip



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Louisville, KY–(HISPANIC PR WIRE – BUSINESS WIRE)–May 18, 2006–A recent survey conducted by Long John Silver’s revealed that 65 percent of respondents have experienced a “DRI” — a Dipping-Related Incident. Whether it’s ketchup on the tie, honey mustard on the blouse or barbecue sauce on the slacks, nearly two-thirds of customers report they have had a DRI.

To help reduce the number of DRIs, Long John Silver’s has introduced new Parmesan Crusted Fish Bites, tender bites of Alaskan white fish, surrounded by a delicious crispy breading with just the right amount of real Parmesan.

“Our new Parmesan Crusted Fish Bites are so good, you can skip the dip,” said Don Gates, Director of Marketing for Long John Silver’s. “Nothing ruins a meal like a Dipping-Related Incident. Now, those of us who eat on the run can enjoy these great Parmesan Fish Bites, and not worry about dribbling sauce on our work clothes.”

With more on-the-go Americans eating on the run, the DRI has become an everyday occurrence. Whether grabbing a quick bite between work meetings, or having a fast meal between soccer practice and a piano recital, foods that require dipping can increase the risk of a DRI.

Of the 2,500 respondents to the non-scientific Long John Silver’s poll, 65 percent said they have had a Dipping-Related Incident, including 28 percent who report it happens “regularly.”

“Our new Parmesan Crusted Fish Bites come in a handy, portable Snack Box for just $1.99,” Gates said. “They taste great, they’re easy to eat while in transit, and because you can skip the dip, just think of how much money you’ll save in dry-cleaning bills. Genius!”

In addition to the Snack Box, Fish Bites are also available in a Combo, which includes Fish Bites, fries, hushpuppies and a medium drink for just $4.99. For the larger appetite, the Big Bites Platter includes Fish Bites, Popcorn Shrimp, a piece of Batter-Dipped Fish, fries, slaw and hushpuppies for just $6.99. A Kid’s Meal with Fish Bites, fries, a hushpuppy and a Kid’s Drink is just $2.99. Pricing and participation may vary by location, tax extra.

Long John Silver’s, Inc. based in Louisville, Kentucky (http://www.ljsilvers.com), is the world’s most popular quick-service seafood chain, specializing in batter-dipped fish, chicken, shrimp and hushpuppies. Inspired by Robert Louis Stevenson’s classic Treasure Island, Long John Silver’s, Inc. was founded in 1969. Today, there are nearly 1,200 Long John Silver’s, Inc. restaurants worldwide, and an additional 330 points of distribution in multi-brand restaurants, serving nearly four million customers weekly. Long John Silver’s, Inc. is a subsidiary of Yum! Brands, Inc., (NYSE: YUM) the world’s largest restaurant company in terms of system units with more than 34,000 restaurants in more than 100 countries and territories.

Long John Silver’s “Dipping-Related Incident” Poll Results:

More and more, on-the-go Americans are eating on the run. This presents unique challenges for foods that require dipping. If you’re not careful, you can end up with ketchup on your tie. Or honey mustard on your blouse. Or barbecue sauce on your slacks. Have you ever had a “dipping-related incident?”

Yes, regularly: 28 percent

Yes, rarely: 37 percent

No, never: 19 percent

Don’t eat in car: 15 percent

Total votes: 2,500

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Long John Silver’s(R) Wants to Assist Americans by Reducing the Number of ‘DRIs’ — Dipping-Related Incidents: New Parmesan Crusted Fish Bites Are So Good, You Can Skip the Dip