Skip to main content

What to Expect from Red Lobster’s New Menu



Red Lobster has been known for decades as one of the landmark seafood houses of the nation. In recent years, the growing influence of competitive brands and the diversification of Red Lobster’s menu have led to lower than anticipated sales and a decline in market appeal experienced by many other chain establishments that didn’t change with the times. The restaurant will now focus more exclusively on lobster and seafood to bring back their brand recognition and hopefully their sales as well. 

Focus on Lobster and Seafood: Red Lobster is a lobster and seafood joint and should focus exclusively on their brand offering. At least 85% of their menu will be seafood oriented.

Price Point Options: The new menu will have options at various price points. This will help consumers, no matter what they are expecting to spend, find something off the menu to eat.  

Presentation: American consumers are turning away from pile your plate high and all-you-can-eat offerings. Red Lobster will be changing their plate presentation by putting fish on top of rice versus items side-by-side.

More Pictures: The menu will become easier to understand and provide more pictures to attract purchases and wet appetites. Image and taster are often associated in memory and can lead to a decision to purchase. 

Higher Priced Items: Red Lobster will seek to improve profit margins by offering more dishes with lobster that competitors have a hard time competing against. 

Narrowing the focus of their brand to that which pertains to lobster and seafood can be lucrative if done right. Research has shown that strong brands earn shareholder returns 2% higher than the industry average while weaker brands lag by over 3% (Court, 1999). Those restaurants that can build a solid image are more likely to earn higher profits through brand recognition and customer recall. 

I didn’t see a mention of a health section on their menu or improving the perception of health for a growing sector of society. Offering blacked catfish over steamed wild rice may be an attractive alternative to breaded shrimp. In recent years the benefits of seafood cannot be underestimated in a growing consumer trend. 

Court, D., Leiter, M. & Lock, M. (1999). Brand leverage. Mckinsey Quarter, 2

Comments

Popular posts from this blog

The Meaning of A Boundless Moment by Robert Frost

A Boundless Moment by Robert Frost He halted in the wind, and — what was that Far in the maples, pale, but not a ghost? He stood there bringing March against his thought, And yet too ready to believe the most. "Oh, that's the Paradise-in-bloom," I said; And truly it was fair enough for flowers had we but in us to assume in march Such white luxuriance of May for ours. We stood a moment so in a strange world, Myself as one his own pretense deceives; And then I said the truth (and we moved on). A young beech clinging to its last year's leaves. The poem is one of seasons changing and the cycle of life. Each May the bloom comes out and brings life to the death of winter. The poem is about a single moment when the characters see that life has changed. The layers of meaning can be deep but on the surface it appears Robert Frost is discussing nature and its cyclical momentum.   Everything in nature moves through patterns. The poem indicates that

Art Review: The Kiss by Gustav Klimt

The Kiss is Gustav Klimt’s most famous and well known painting. Produced in 1908 in Vienna, Austria and incorporated oil and gold life on the canvas ( 1 ). This was unique for his time and represents both tile works with Asiatic influence. The painting and the romance it brings forward is still wonderment to onlookers. The picture depicts a passionate relationship between a man and woman in a sort of perfect place.  The couple is embracing, bodies entwined, wearing robes of wealth and decadence. It provides linear constructs of the Art Nouveau style and the movement of arts with crafts ( 2 ). The male is square and masculine while the woman painted is in curves to represent femininity. The couple is a pair with the woman and man equal in stature. They are in a field of flowers and appear to rise above it.  To many this painting represents the concept that love has no bounds. Social position or worldly wealth cannot hide what goes on under the fancy clothes and standard m

The Nine Parries of Saber Fencing

The Parry is important for defending against attacks and offers an opportunity to counter attack. Without learning parries it will be difficult to effectively compete in fencing. Your body will be generally open to seasoned fencers. Practicing defending against attacks using multiple parries is important for creating the highest levels of competitive skill. The most common parries used are Parry of Four, Parry of Six, Parry of Seven, and Parry of Eight ( 1 ). They are designed to protect your right side, left side, lower stomach, middle of your stomach. They are parries designed to cover the core areas of your body and help you defend against the majority of fencing attacks.   Prime: Stops a cut to the chest. Seconde: Stops a low cut to the flank Tierce: Stops high cut to the flank Quarte: Stops high cut to the chest. Quinte: Stops cut to head. Sixte : Stops cut to head. Septime: Stops cut to back. Octave: Stops cut to flank. Neuvieme: Protects Back Mic