Crab and Red Lobster Essay

Submitted By jagmeet-chahal
Words: 817
Pages: 4
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experientials/indulgence
-wine focus/liquor focus (pairings and price points)
- geographic menu specifically
-remodelling
-same promotions (endless shrimp, crabfest)
-lighthouse menu (express?)
- refined food presentation
- focus on customer service (sourcing, sustainability. relationship with suppliers. reduced menu size. offer beef and chicken. wood grill).
-honesty campain/win-back)
-acknowledge past rep and new comittment to freshness
-open kitchen concept/pick your lobsters
- new menu for youth inspired (lobster dishes mac/poutine/grilled cheese/caesar/drink menu/party focused/pizza)
-late-menu after dark?
- digital campaign/social media

limit the size of the menu and put higher focus on freshness

Recommendations
It is highly recommended to continue attracting affluent experiential segment group. In order to continue to attract experiential, a bigger emphasis should be put on the wine selection. This group is kwon for high alcohol consumption (12% of the alcohol consumed at Red Lobster representing the second highest consuming group). Special wine menu with wide variety of wine selection should be introduced. And like the ‘fresh fish’ menu, the special wine menu should be offered to guests to compliment the wine of the day. This also would help Red Lobster to continue expanding without diluting their brand image. Because the original customers would enjoy what they like, and the new customers would have new wine selection to satisfy their needs. Also Red Lobster will benefit even more if they offer different menus at different locations. For example, in California they could offer slightly more expensive dishes and desserts as appose to the east side in the lower income earning areas where the core consumers will not like the changes at all and they only go there because of the fact that is “cheap seafood.”.
They definitely should continue remodeling all their restaurants inside and out to be able to compete and gain market share. Because it will attract new customers and the traditional customers will experience even greater pleasant experience because of the new re-modeled atmosphere. The promotion strategy benefits Red Lobster very much; therefore, they better continue offering promotions and coupons via their website.

More emphasis on the experientals
Bigger emphasis on wine selection ( experiential are known for high alcohol consumption 12%)
Special wine menu should be introduced like the ‘fresh fish’ menu/ wine of the day.
Different menu at different locations - california could offer slightly more expensive dishes and desserts as opposed to the east side in the lower income earning areas where the core consumers will not like the changes at all and they only go there because of the fact that is “cheap food”.
Remodel all their restaurants inside & out to be able to be able to compete and gain market share as this will attract new customers and the traditional customers will experience even greater pleasant experience.
Continue offering their most popular promotions like Endless Shrimp, Crabbiest and Lobsterfest.
Enhancement in food presentation and restaurant experience.

What won’t change is our focus on developing long-term, win-win relationships with great suppliers. We need suppliers who can help us maintain our industry-leading quality and safety standards in a sustainable way. We particularly like suppliers who help us
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