2004 Consumers' Choice in Chains | Seafood: Red Lobster

By Staff -- Restaurants & Institutions, 9/1/2004

2004 Consumers’ Choice in Chains
SEAFOOD > RED LOBSTER

It’s sweet 16 for Red Lobster, the 16th consecutive time it has netted the big trophy in the seafood segment, a record that no other chain can touch. The Darden brand began its long tenure at the top in 1989, when seafood chains first splintered from dinnerhouses in Choice in Chains.

The repetition doesn’t cause Red Lobster to settle into complacency or take its patrons’ enthusiasm for granted. “Guest satisfaction remains our top priority,” Kim Lopdrup, president, says. “Great food with great service at a great value is our cornerstone.”

2.7 million
Number of guests Red Lobster restaurants serve each week.

Scores this year over last show improvement all around, an indication that recent food and service initiatives can be judged a success. “We’ve introduced new items that meet the needs of consumers, such as the Lighthouse Menu that’s low in carbs, calories and saturated fat. But we also have a lot of craveable foods,” Lopdrup says, adding that the quality of Red Lobster’s seafood is unsurpassed. “A typical piece of seafood has been inspected 25 times before it reaches the plate. Our specs are substantially above what is required by the government.”

Red Lobster continues to put strong emphasis on service improvements. “We’ve had a lot of specific crew training in greeting guests and saying goodbye and also in giving accurate wait times,” Lopdrup explains. “Going forward, we have an opportunity to make further improvements, to have the staff really connect with guests.” Recruiting, training, measurements and incentives are among the strategies behind the effort.

One of every 24 guests is invited to participate in a phone survey regarding their dining experience. Lopdrup says the feedback has been invaluable, helping them improve on any shortcomings. “If they want the best of the sea, we’re committed to doing it better than anyone else.”

Headquarters	Orlando
CEO	Kim Lopdrup
Units	680
Check average	$16.50
Respondents aware of chain¹	95%
Respondents who visited in previous 12 months¹	34%
Guests who would go back²	92%
Average loyalty (would go back) for chains in this segment	84%
Key region	All
Widest attribute lead	Good reputation
(1) Base is all respondents; (2) base is 12-month patrons.

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Chain	Overall Score	Food Quality	Menu Variety	Value	Good Reputation	Service	Atmosphere	Cleanliness	Convenience
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Note: Overall Score is an index; percentages represent respondents who rated the chain "above average" on the given attribute.
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