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Red Lobster Repositioning (Lopdrup hired Salli Setta for repositioning…
Red Lobster
Repositioning
Lopdrup hired Salli Setta
for repositioning
Salli Setta
EVP Marketing
Hired
John Fadool, SVP Culinary and beverage
Was with P&G and Novartis
Executive chefs
Michael Laduke
Darryl Mickler
From Disney
Was with Olive Garden
previously
Approach
Major changes were made
towards freshness
Cooking platform was changed
Wood-fire grilling was introduced
Most consumer preferred way
among 15 types of seafood
cooking
De-emphasizing on Fried food
New grills were installed
at $10000 per restaurant
Position of Grill master was created
Focus on attention to quality and detail
Most prestigious job in kitchen
Today's Fresh Fish menu was added
5 to 8 fresh fish items that
changed daily based on regional catch
Appeared in separate menu
a change from previous approach
Served as a server's lead
Featured the name of the chef on duty
gave the perception of culninary expertise and
quality
Upgrades to
raw materials
Live lobster upgraded
to
Super A1 grade hard-shell
Top grade of
live lobster
Team's goal was
New menu around
Freshness
Focus groups approach
was used
Customers perception
of freshness was vague
Subtle queus made
such perceptions
Iterative process
Marketing -> Culinary -> Purchasing
and Back
2008
New TV ads to showcase
the menu
Freshness and Grilling
Mentioned
"Woodfinre griling"
"Fresh Fish"
and Food craving
Images
Ignite craving started
in 2004
has been very
effective
Most of marketing
budget was put behind it
Promotional discount
was reduced
Two legacy promotions
revitalized
LObsterfest
Endless Shrimp
Emphasis
was on choice
and variety
than all you can eat
12 weeks in Fall
One of the strongest
promotions
volumes makes up for
margin hit
Marketing gave chefs paramaters
Chefs responsible for
creative piece
Operations and purchase
vet on feasibility across 700
restaurants
Results
Early results were encuraging
More fresh fish on menu
Fresh fish had highest
customer satisfaction
Customer perception that
RL has Food that is Fresh
has increased significantly