22nd Feb 2011 1

Group 18

Red Lobster• Type :- Wholly owned subsidiary • Industry :- Restaurants • Genre :- Casual dining / Fine Dining• Founded :- Lakeland, Florida (1968)• Founder(s) :- Bill Darden • Headquarters :- Orlando, Florida, U.S. • Number of locations :- 705 restaurants • Area served :- North America, Canada,

Japan • Products :- Seafood, Steak, Chicken, Pasta• Parent :- Darden Restaurants Inc.• Website :- redlobster.com

22nd Feb 2011Group 18 2

22nd Feb 2011 Group 18 3

The Early Years…

• In 1968, Bill Darden, a young man of 19, started the journey of the Red Lobster.

• It was a restaurant focused on quality and service, with a passion for seafood.

• By the early 1970s, the Red Lobster expanded, and came to be recognized as a leader among seafood and casual dining restaurants.

• Competition back then was the kitchen stove – so the offerings at the Red Lobster had to pass the test of home cooking

22nd Feb 2011 Group 18 4

Until today,….• The atmosphere and ambience has evolved to keep up with

the times and to provide guests a comfortable place to dine, enjoy and celebrate.

• In 1995, after decades of success and growth, Red Lobster, together with Olive Garden and later Bahama Breeze, became part of Darden Restaurants, with founder Joe at the helm until 2005, when he turned the reins over to current CEO and Chairman Clarence Otis.

• There are now more than 705 Red Lobster locations in the United States, Canada & Japan.

• And its reputation as seafood experts is known the world over.

22nd Feb 2011 Group 18 5

With Awards to prove it• 2008 Menu Masters Award for "Best

Menu / Line Extension” for The Today's Fresh Fish Menu

• "#1 Best Seafood" in a 2009 Zagat Consumer Survey

• "Healthiest Sit Down Chain Restaurant in America" Men's Health magazine's 2010

• "Eat This, Not That" Guide award 2010

• Restaurants & Institutions' Consumers' Choice in Chains award in the seafood category.

USP

15th Feb 2011 Group 18 6

• Lighthouse Menu for health-conscious & dieters• comprising appetizers, entrees, side-dishes, and sauces with the

calorie count, total fat and saturated fat, sodium and carbohydrates.

• All items on the menu contain fewer than 500 calories, 15g of fat, 5g of saturated fat, 750 mg of sodium and 75g of carbohydrates.

• Today's Fresh Fish Menu• to provide more fresh-fish options and healthier alternatives,• featuring 5-8 selections of fish, with options for how it should be

prepared, • and potion size full or half-size portions.

• Grills using oak wood Grills using oak wood, which brings out the natural flavor of

seafood

Management

• Kim Lopdrup : President, Red Lobster• Doug Green : Executive V. P Of Operation• Salli Setta : Executive V. P, Marketing• Rick Cardenas: Sr V. P Of Finance & Controller• Roger Bing : V. P, Seafood Purchasing• Diane Psaras : Sr V. P Of Human Resources

22nd Feb 2011 Group 18 7

22nd Feb 2011 Group 18 8

Indian Customer 1 – Robert de SilvaBiographical Sketch• 35 years old• Married, no children• Works for Citi bank• Just returned after a five

year sting at Citi’s New York office

• CTC 40 lakhs pa plus• Company provided

furnished flat in Juhu• Health conscious – jogs

regularly, counts his calories

• Loves sea food

22nd Feb 2011 Group 18 9

Indian Customer 2 – The ChatterjisThe Chatterji Family• Jyotirmoy Chatterji, M/56, DGM

Procurement in a company• CTC 25 lakhs pa• Mrs Kamala Chatterji, F/52,

homemaker• Riya Chatterji, F/23, advertising

executive – CTC 6 lakhs pa• Biplab Chatterji, M/20, student• Family loves sea food

22nd Feb 2011 Group 18 10

Indian Customer 3 – Neetu & Anil• Neetu and Anil – a live in couple,

now contemplating marriage• Neetu

– 28 years– Law graduate from NLSIU, Bangalore, – works with Chambers of Zia Mody

(corporate lawyers)– CTC 30 lakhs pa

• Anil– 30 years – MBA (Finance) from FMS, Delhi University– Investment Banker with Credit Suisse– CTC – 60 lakhs pa plus variable (bonus

dependent) • Eating out is the norm – too busy

to cook, and irregular timings make servant unviable

To Serve the Indian Customers• Coming Soon in India• At Juhu, Mumbai - Hub of Bollywood - Fitness Freaks • Followed by Metros

15th Feb 2011 Group 18 11

22nd Feb 2011 Group 18 12

The Hoarding / Print AD

22nd Feb 2011 Group 18 13

The Layout