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Red Lobster Turnaround (2004 (Consumer Survey initiated (LopDrup (Three…

- - - - Red Lobster
        badly trailed here against
        against competition
    - - Red Lobster lagged here as well
    - - Although serving fresh food
        RL is creating perceptions
        that its is serving not so fresh food
      - RL is put is low end frozen
        food category even though
        serving high end
      - Store looks may also
        be cause for such perception
      - Three phased plan was created
        
        Phase I immediate - Operational
        Improvements
        
        Phase II - Repositioning work
        
        Major menu changes over
        several years until 2009
        
        Remodel restaurants
        
        Change customer
        perceptions
        
        begin tetsing new models
        in 2008
        
        If successfull
        remodel all
        in next 6 years