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Red Lobster Remodeling of Restaurants (Briggs Sellers (Parameters (Guests…
Red Lobster
Remodeling of Restaurants
Briggs Sellers
VP of Development
Focus group research
Remodeling
Parameters
Comfortable seaside
atmosphere
space to provide clues
to all senses
give clues that
food is fresh and
top quality
Guests must feel
dining at Special Restaurant
Still be approachable
Atmosphere must support
multiple occassions
Family Dinners
Date Night
Business Lunches
Remodelling
2008
4 locations in Florida
2009
30 locations
around the country
2014
Plan to remodel all
restaurants
Costs $350,000
per Restaurant
Additional $150,000 spent
on general maintenance
Done at night
Avoid to lose traffic
due to construction
Red Lobster Communications
Team
Used local remodeling efforts
Carried out PR activities
Exhibit 13