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  • September 2010 (Revised February 2011)
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Red Lobster

By: David E. Bell and Jason Riis
  • Format:Print
  • | Language:English
  • | Pages:26
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Abstract

Red Lobster, a 40-year-old chain of seafood restaurants, has just completed some market research revealing an opportunity to shift its target customer segment. The chain is in the final stages of a 10-year plan of rejuvenation under CEO Kim Lopdrup. When he took over as CEO in 2004 the chain was closing restaurants and suffering declining same-store sales and declining customer satisfaction. But in 2010, even in a recession, the fortunes of the chain are improving. A recently commissioned market research study has revealed, unexpectedly, that 25% of Red Lobster's customers are "experientials," people coming for a "good evening out" rather than Red Lobster's traditional core customer who came because of a craving for seafood. Should this news cause Lopdrup to do anything differently?

Keywords

Advertising; Customer Satisfaction; Marketing Strategy; Consumer Behavior; Research; Segmentation; Food and Beverage Industry

Citation

Bell, David E., and Jason Riis. "Red Lobster." Harvard Business School Case 511-052, September 2010. (Revised February 2011.)
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About The Author

David E. Bell

Marketing
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Related Work

    • September 2010 (Revised February 2011)
    • Faculty Research

    Red Lobster

    By: David E. Bell and Jason Riis
Related Work
  • Red Lobster By: David E. Bell and Jason Riis
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