Long John Silvers Marketing Mix Long John Silvers is a fast food establishment that started back in 1969. It started with one restaurant that grew to many more by the 1980's. As they learned how to market their products over the years, they became a well known word around town for their seafood meals that were boasted to be a much better price and deal than going to a real seafood restaurant. In this paper, we will examine the marketing mix and how it effects Long John Silvers. The marketing mix has four main components, product, place, price and promotion. We will examine each one of these mixes and how they pertain to Long John Silvers. The first marketing mix component is product. The product is an important part of the marketing mix and is the basis for any company to offer either a service or product. The product usually goes through a life cycle. The beginning stages where the product is new and not well known yet. The growth phase where there is a dramatic increase in sales and popularity. This is followed by maturity where the product reaches its top out. The last phase which is decline when maybe other companies or the same one invent or rework the product to help take it back around again through the life cycle.(Perner,2008,pp.5) Long John Silvers has made many advances over the years to their menu and have included items that would cater to a wide range of tastes whether it was seafood or not. Many of their products have been around since the inception of the company. The two main plates are “Fish and More” and a “Chicken Planks meal”. These two have come a long way since the early beginnings. They have always had a big audience for these two plates and just like many other products, they have been through the life cycle. These plates grew in the 1970's and matured by the 1980's. There was a slight decline especially after 2001;