{
  "id": 12129704,
  "title": "Mukbangers are answering the age-old question, ‘Who is keeping Long John Silver’s in business?’",
  "url": "https://urgent.news/2026/10/05/mukbangers-are-answering-the-age-old-question-who-is-keeping-long",
  "topic": "culture",
  "section": "Culture",
  "published": "2026-10-05T10:00:00.000Z",
  "source": {
    "name": "Fast Company",
    "slug": "fast-company",
    "url": "https://www.fastcompany.com/91615463/long-john-silvers-unlikely-boost-from-social-media"
  },
  "original_language": "en",
  "account": "Long John Silver's, the nautical seafood purveyor, has recently seen a boost in business, thanks largely to Instagram Reels. In early June, food content creator Kishia Moore, known online as @eateatwithkeysh, shared an Instagram eating video featuring her Long John Silver's order. In the clip, Moore humorously asks, \"Who keeping Long John Silver's in business? Me!\" as she adds malt vinegar to a piece of fried fish. The video has garnered over three million views and nearly 13,000 comments.\n\nThis video appears to have sparked a wave of similar content from other creators, each gaining tens of thousands of likes. Long John Silver's chief marketing officer, Laura Ellis, confirms that these videos have been entirely organic but attribute the trend to tangible performance gains for the chain. This social media phenomenon demonstrates that even the most improbable brands can discover a dedicated following online. Long John Silver's will now need to determine how to maintain this newfound fan base as the organic content fades.",
  "summary": "Long John Silver’s , the nautical seafood purveyor, has a fresh wind in its sails—and it’s (mostly) thanks to Instagram Reels. In early June, the food content creator Kishia Moore (@eateatwithkeysh) posted an Instagram eating video with her Long John Silver’s order. “They out here talking about who keeping Long John Silver’s in business,” Moore muses in the clip as she loads up a piece of fried…",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}