Managing the Futured Arden Restaurants

14 Pages 3517 Words

efines and refines its product accordingly. Darden is always looking for new ways to improve. This is a standard approach for all great companies. Just as McDonalds launches a new product every few months, Darden examines the status quo and continuously launches new ideas and concepts. For instance, while the type of cuisine at Darden’s restaurants remains constant, the actual menu options are altered to fit customers’ tastes. Red Lobster continually runs marketing campaigns such as “Lobster Fest,” or promotes a specific menu category like shrimp. By launching new items, Red Lobster is able to study how well the new items appeal to guests during the “special” period and determine if the item should become part of its regular menu. By doing this, Darden gets invaluable feedback with relatively little investment. Another example of Darden’s willingness to adapt is the recent “endless pasta bowl” option at Olive Garden. Maggiano’s, a direct competitor offering all-you-can-eat-options, was quickly becoming successful and challen...