Case Study Analysis and Solutions

Case ID: 511052

Abstract:
Case Solution & Analysis for Red Lobster by David E. Bell, Jason Riis
Red Lobster, a 40-year-old chain of seafood restaurants, has just completed some market research revealing an opportunity to shift their 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, Breakeven analysis, Consumer behavior, Consumers, Customer satisfaction, Market research, Market segmentation, Marketing strategy, Red Lobster Case Solution

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