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22nd Feb 2011 1
Group 18
Red Lobster• Type :- Wholly owned subsidiary • Industry :- Restaurants • Genre :- Casual dining / Fine Dining• Founded :- Lakeland, Florida (1968)• Founder(s) :- Bill Darden • Headquarters :- Orlando, Florida, U.S. • Number of locations :- 705 restaurants • Area served :- North America, Canada,
Japan • Products :- Seafood, Steak, Chicken, Pasta• Parent :- Darden Restaurants Inc.• Website :- redlobster.com
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The Early Years…
• In 1968, Bill Darden, a young man of 19, started the journey of the Red Lobster.
• It was a restaurant focused on quality and service, with a passion for seafood.
• By the early 1970s, the Red Lobster expanded, and came to be recognized as a leader among seafood and casual dining restaurants.
• Competition back then was the kitchen stove – so the offerings at the Red Lobster had to pass the test of home cooking
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Until today,….• The atmosphere and ambience has evolved to keep up with
the times and to provide guests a comfortable place to dine, enjoy and celebrate.
• In 1995, after decades of success and growth, Red Lobster, together with Olive Garden and later Bahama Breeze, became part of Darden Restaurants, with founder Joe at the helm until 2005, when he turned the reins over to current CEO and Chairman Clarence Otis.
• There are now more than 705 Red Lobster locations in the United States, Canada & Japan.
• And its reputation as seafood experts is known the world over.
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With Awards to prove it• 2008 Menu Masters Award for "Best
Menu / Line Extension” for The Today's Fresh Fish Menu
• "#1 Best Seafood" in a 2009 Zagat Consumer Survey
• "Healthiest Sit Down Chain Restaurant in America" Men's Health magazine's 2010
• "Eat This, Not That" Guide award 2010
• Restaurants & Institutions' Consumers' Choice in Chains award in the seafood category.
USP
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• Lighthouse Menu for health-conscious & dieters• comprising appetizers, entrees, side-dishes, and sauces with the
calorie count, total fat and saturated fat, sodium and carbohydrates.
• All items on the menu contain fewer than 500 calories, 15g of fat, 5g of saturated fat, 750 mg of sodium and 75g of carbohydrates.
• Today's Fresh Fish Menu• to provide more fresh-fish options and healthier alternatives,• featuring 5-8 selections of fish, with options for how it should be
prepared, • and potion size full or half-size portions.
• Grills using oak wood Grills using oak wood, which brings out the natural flavor of
seafood
Management
• Kim Lopdrup : President, Red Lobster• Doug Green : Executive V. P Of Operation• Salli Setta : Executive V. P, Marketing• Rick Cardenas: Sr V. P Of Finance & Controller• Roger Bing : V. P, Seafood Purchasing• Diane Psaras : Sr V. P Of Human Resources
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Indian Customer 1 – Robert de SilvaBiographical Sketch• 35 years old• Married, no children• Works for Citi bank• Just returned after a five
year sting at Citi’s New York office
• CTC 40 lakhs pa plus• Company provided
furnished flat in Juhu• Health conscious – jogs
regularly, counts his calories
• Loves sea food
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Indian Customer 2 – The ChatterjisThe Chatterji Family• Jyotirmoy Chatterji, M/56, DGM
Procurement in a company• CTC 25 lakhs pa• Mrs Kamala Chatterji, F/52,
homemaker• Riya Chatterji, F/23, advertising
executive – CTC 6 lakhs pa• Biplab Chatterji, M/20, student• Family loves sea food
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Indian Customer 3 – Neetu & Anil• Neetu and Anil – a live in couple,
now contemplating marriage• Neetu
– 28 years– Law graduate from NLSIU, Bangalore, – works with Chambers of Zia Mody
(corporate lawyers)– CTC 30 lakhs pa
• Anil– 30 years – MBA (Finance) from FMS, Delhi University– Investment Banker with Credit Suisse– CTC – 60 lakhs pa plus variable (bonus
dependent) • Eating out is the norm – too busy
to cook, and irregular timings make servant unviable
To Serve the Indian Customers• Coming Soon in India• At Juhu, Mumbai - Hub of Bollywood - Fitness Freaks • Followed by Metros
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The Hoarding / Print AD
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The Layout