R&I’s 2007 Consumers’ Choice in Chains Awards: Seafood

Special Report: R&I’s 2007 Consumers’ Choice in Chains Awards: Seafood

By Staff -- Restaurants & Institutions, 9/15/2007

Red Lobster
Headquarters: Orlando
President: Kim Lopdrup
Units: 682
Average check: $17.50
R&I Top 400 Chains rank: 20
Respondents aware of chain: 93%
Respondents who visited in previous 12 months: 30%
STRENGTHS: A 93% awareness score is a good start, and nearly one-third of those aware of Red Lobster ate at the chain in the past year. Plus, 94% say they’ll go back. Food quality and menu variety get their highest ratings from young adults, who also rate the chain very high for value. Men like the atmosphere more.
WEAKNESS: Hard to say when a chain sweeps all eight attributes.

Joe's Crab Shack
Headquarters: Houston
President: Ray Blanchette
Units: 120
Average check: Not available
R&I Top 400 Chains rank: 91
Respondents aware of chain: 47%
Respondents who visited in previous 12 months: 7%
STRENGTHS: Joe’s gets close to the category best on atmosphere—an attribute that gets its highest rating from Gen X customers. Millennials give the top rating on food quality and variety. Gen X and baby boomers are most laudatory about value. African-American customers give strong ratings for several attributes.
WEAKNESS: A lower return-intent score from older customers.

Captain D's
Headquarters: Nashville, Tenn.
President: David Head
Units: 931
Average check: Not available
R&I Top 400 Chains rank: 71
Respondents aware of chain: 36%
Respondents who visited in previous 12 months: 19%
STRENGTHS: The quick-service chain scores well on value, with Gen X customers voicing the strongest support on this attribute as well as on food quality and menu variety. Women give atmosphere a higher rating than do men; men rate the service higher. Hispanic customers give food quality an above-average rating.
WEAKNESS: A relatively low return-intent score from Millennials.

How Seafood Chains Stack Up With Consumers