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Darden Restaurant

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Marketing Madness

on 26 February 2013

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Transcript of Darden Restaurant

History of Darden - Matt Knarr
Brand Overview - Adam Hall
Discussion Questions
SWOT Analysis - Sara Kitzman
Four P's - Colin Dunlap
Conclusion -Marissa Ray 1. How does Darden segment and target the sit-down dinning market?
Diverse work force & suppliers
Variety of prices & Meals below $15
Ethnic appeal
Large tables for big family style dinning
Restaurants in U.S., Canada, Japan, & United Arab Emerits
Red Lobster-portrays New England Coast
Olive Garden-portrays Tuscan farmhouse design
Longhorns-portrays Western rancher's home
Bahama Breeze-portrays Caribbean atmosphere 2. Has Darden differentiated and positioned its brands effectively?

Yes, I feel like each brand of restaurant has positioned and differentiated for a reason.
LongHorn Steakhouse-"steak is the second-biggest casual dinning sector."
Red Lobster- changed positioning 3. Although Darden's efforts to standardize across brands have contributed to its success, how might such practices backfire?

-Practices like the "endless choices" could backfire

-Olive Garden's endless salad and bread sticks fine because it's low cost and renewable

-Although Red Lobster's endless shrimp could be going too far if the shrimp population decreases 4. Given current conditions, will Darden restaurants continue to dominate the market? Why or Why not?

Yes, Darden will continue to dominate the market because:
-Large scale, all over the US and in other countries.
-Offers a variety of foods at a variety of prices.
-Forecasting system helps cut down costs.
-Have a excellent standard for operations. 5. What recommendations would you make the will help Darden's future growth?

1. Offer healthier menu choices
2. Make their restaurants LEED compliant
3. Keep making social strides in Human rights
4. Keep helping the local communities of their restaurants
5. Try to obtain products from local producers Darden's History 1938 Bill Darden opened the first restaurant named The Green Frog. 1968 the first Red Lobster opened in Lakeland, FL 1981 the first LongHorn opened in Atlanta, GA 1982 the first Olive Garden opened in Orlando, FL 1996 the first Bahama Breeze was established 1996 Yard House was established in Long Beach, CA 2000 Eddie V's opened in Austin, TX 2003 Seasons 52 opened 2007 Darden added LongHorn Steakhouse and Capital Grille to their brand "Sea Food Differently"
Fresh Fish
One of Darden's first restaurants
Second most popular of the Darden Franchise
Award-Winning Today’s Fresh Fish Menu "When You're Here, You're Family"
Italian style cuisine
Partnership with Culinary Institute of Tuscany
Authentic Italian food
Largest Darden brand
Award-Winning wine list "The Flavor of the West"
Fresh, never frozen meat
Sponsor small time Country Singers
Newest addition to the Darden chain
Third biggest Darden brand Other Darden Restaurants: "It's Always Summer in Here"
Caribbean Cuisine Fine Dinning
Piano Bar features live music every night
Award-Winning international wine list "We Wine, We Dine"
Fine Dinning
Received the American Culinary Federation’s “Achievement of Excellence Award”
Top 50 American restaurants in Open Table’s Diners’ Choice Awards
Offers more than 350 New and Old World wine selections Fine Dinning
Mostly in Texas
Inspired from great classic seafood restaurants
Features 130 food options Casual Dinning
Wide Beer Selection SWOT Analysis

Strong brand recognition
Diverse portfolio of restaurants
Managed well
Consistency, not franchised with product
Ranked in the Fortune 500 in the US

Not franchised
Some restaurants are not as developed
Limited foreign locations Price-
Variety of prices
Casual restaurant: $15-20 a plate
Fine dinning: $30-40 a plate
Fair pricing Conclusion
Darden has become successful because they have mastered standardization
They continue to be successful because they have differentiation with their competitor and within their brand
The future of Darden rests of their ability to stay flexible and competitive Product-
Diverse theme
Specialty items Place-
Red Lobster, Olive Garden and LongHorns are expanded throughout the country
Slowly expanding to a foreign market
Seasons 52 and Capitol Grille are based in bigger cities
Eddie V's is mostly in Texas Promotion-
TV Advertisements
Online Ads and Social Media
Charitable Donations Partnership-
Ads Agencies
LongHorns partners with country singers
Olive Garden's Culinary Institute of Tuscany
Bahama Breeze partners with Bruce Smith
Red Lobster works with Oceanic Agency's Opportunities-
Acquire new or economically weaker restaurants
Exploit tourism market
Expand smaller brands
Expand to grocery stores
Real estate market

Consumers eat more at home
Rising food and energy costs
Labor Costs 4 P's +1 Psychographic
Fresh seafood
Family importance
Places to go for generations
Warm, relaxing, inviting atmosphere
Come as you are environment
Technilogicaly connected (media & web page)
Attracts diners with promotions
Healthier frying oils
Low calorie menus
Cheaper lunch options
Real employees in ads-unscripted Red Lobster Olive Garden LongHorn Steak House Locations of top three popular Darden restaurants:
Full transcript