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Red Lobster Financial Problems

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Submitted By csaites90
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TABLE OF CONTENTS

Executive summary……………………………………………………………………………….2-3

BRAND / COMPANY HISTORY AND BACKGROUND 3-5

SWOT ANALYSIS 5-6

ANALYSIS OF COMPETITION………………………………………………………………………..6-8

RECOMMENDATIONS………………………………………………………………………………..8-11

CLOSING SUMMARY………………………………………………………………………………..11-12

BIBLIOGRAPHY………………………………………………………………………………………....13

STATEMENT OF TRUTH ………………………………………………………………………………14

Red Lobster
Executive Summary: In 1968, Bill Darden and his team opened the first Red Lobster restaurant in Lakeland, Florida. Red Lobster is one of the largest casual chain restaurants in the world. The restaurant experienced much success, and in 1970 it was acquired by General Mills. In 1983, Red Lobster expanded internationally into Canada. In 1995, General Mills separated Red Lobster brand from the General Mills Restaurant Group and launched Darden Restaurants, Inc. The brand struggled throughout the following years due to the opening of competitive chains. Red Lobster experienced declining sales through the early 2000’s, due to faster dining options, such as Chipotle and Panera Bread. Currently, there are 705 locations worldwide, in countries such as United States, Canada, Malaysia, Saudi Arabia, Qatar, Mexico, and Japan. Unfortunately, Red Lobster is currently struggling from an identity crisis. Customers do not understand if the chain is supposed to be fast-casual, fine dining, or casual dining. The décor and atmosphere are very casual, but the prices and wait times no longer fit in with fast-casual restaurants, such as Chipotle, Panera Bread, and Starbucks. In order to compete with the lower prices of competitors, Red Lobster offered many promotions, which proved to be unsuccessful. Some consumers did not trust that the seafood was fresh, causing their perception of the restaurant to change. Red Lobster has yet to find

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