SHIPRA CHADHA
MARKETING MANANGEMENT
RED LOBSTER CASE STUDY WRITE UP
Introduction
Red Lobster, a 40-year-old chain of sea-food restaurants, was founded in 1968 and gained a lot of popularity because at that point in time mainstream Americans did not eat much seafood, because it was hard to find, expensive and not easy to cook at home. Red Lobster made it available at lower prices and at convenience for everybody.
Even with the quick success, Red Lobster, by 2004, was becoming outmoded with that day’s customer. Kim Lopdrup came into power as the president in 2004,
When Lopdrup took over as the president, Red Lobster was in desperate need of a new concept to trigger interest in the restaurant again. Lopdrup at that time introduced an aggressive …show more content…
In this phase, changes were made to the Product and Promotion. Lopdrup wanted to develop a new menu focused around “freshness.” Many consumers, prior to the changes, saw Red Lobster as serving mass-produced, frozen seafood, with much of it being fried. Lopdrup knew that he had to change their perceptions and reposition Red Lobster in the mind of the consumers to fresh from frozen. He did this by designing a new menu focused around freshness, which not only means that the product is not frozen, but that the fish is of a very high quality and is prepared with culinary expertise; he also started minimizing the emphasis on all the fried items. Red Lobster also switched the way of their cooking to satisfy their consumers. They introduced the wood-fire grill and found that most customers favored this way of cooking. The new menu’s displayed the new wood-fire grill dishes. “Today’s Fresh Fish Menu” was also introduced in the new menu, which included five to eight fresh fish entrees that changed daily. Live lobster was upgraded to super A1 grade, which is the very top grade of live lobster. The promotion was also changed in this phase. New TV advertisements were developed to showcase the new menu, which clearly mentioned “wood fire grilling” and “fresh fish”. Advertisements focused on the new grilling method and freshness. They reduced all but two of their promotional discounting; they kept “Lobsterfest” and “Endless Shrimp” because these promotions were still needed to drive
MARKETING MANANGEMENT
RED LOBSTER CASE STUDY WRITE UP
Introduction
Red Lobster, a 40-year-old chain of sea-food restaurants, was founded in 1968 and gained a lot of popularity because at that point in time mainstream Americans did not eat much seafood, because it was hard to find, expensive and not easy to cook at home. Red Lobster made it available at lower prices and at convenience for everybody.
Even with the quick success, Red Lobster, by 2004, was becoming outmoded with that day’s customer. Kim Lopdrup came into power as the president in 2004,
When Lopdrup took over as the president, Red Lobster was in desperate need of a new concept to trigger interest in the restaurant again. Lopdrup at that time introduced an aggressive …show more content…
In this phase, changes were made to the Product and Promotion. Lopdrup wanted to develop a new menu focused around “freshness.” Many consumers, prior to the changes, saw Red Lobster as serving mass-produced, frozen seafood, with much of it being fried. Lopdrup knew that he had to change their perceptions and reposition Red Lobster in the mind of the consumers to fresh from frozen. He did this by designing a new menu focused around freshness, which not only means that the product is not frozen, but that the fish is of a very high quality and is prepared with culinary expertise; he also started minimizing the emphasis on all the fried items. Red Lobster also switched the way of their cooking to satisfy their consumers. They introduced the wood-fire grill and found that most customers favored this way of cooking. The new menu’s displayed the new wood-fire grill dishes. “Today’s Fresh Fish Menu” was also introduced in the new menu, which included five to eight fresh fish entrees that changed daily. Live lobster was upgraded to super A1 grade, which is the very top grade of live lobster. The promotion was also changed in this phase. New TV advertisements were developed to showcase the new menu, which clearly mentioned “wood fire grilling” and “fresh fish”. Advertisements focused on the new grilling method and freshness. They reduced all but two of their promotional discounting; they kept “Lobsterfest” and “Endless Shrimp” because these promotions were still needed to drive