Red Lobster 2002 Annual Report Download - page 8

SMOKEY BONES BBQ
RESTAURANT GROWTH
(number of units)
John Radcliff
Director,
Culinary Development
Smokey Bones
This is the Bottom Line
Perhaps this is why very few restaurants have attempted to go coast-to-coast with
a concept that features barbecue. Smokey Bones BBQ Sports Bar is a unique idea,
combining delicious barbecue with sports excitement in an exceptionally clean
and comfortable mountain lodge setting. Darden sees the broad geographic
appeal and popularity of barbecue as a great market opportunity. But the
diversity of barbecue styles also makes this a culinary challenge. Just ask John
Radcliff, executive chef for Smokey Bones, who has been responsible for the
rapidly expanding company’s culinary development.
“Barbecue is truly a micro-cuisine with ‘mom-and-pop’ roots,” he says. “In one
part of a state, it might be about a vinegar-based sauce and in another part of the state
it’s mustard-based. In one region, it’s pulled pork; in another it’s a brisket of beef.”
In terms of style, Radcliff notes there really is no right or wrong, but all
legendary barbecue must be good barbecue – its culinary credibility is based
on quality.
To begin the process of developing signature flavor profiles and core recipes
for Smokey Bones, Radcliff went to the ultimate arbiter of great barbecue –
local competitions. “There is a real community of people who cook barbecue
on a competitive basis. If you can win cooking barbecue in a tent, then you have
a good chance to win in the marketplace.” Radcliff and his team consistently
place in the top three spots in competitions throughout the country, using
these events to develop and perfect flavors and techniques.
This research process, combined with intensive consumer research across
different regions, is clearly making Smokey Bones’ menu a winner among
customers. With 19 restaurants open at the end of fiscal 2002, most of them
performing ahead of our expectations, we are rolling out the concept on
a national basis. We plan to add an additional 20 to 25 locations by the end
of fiscal 2003 – making Smokey Bones not only a great place for barbecue,
but also a great growth vehicle for Darden with what we believe has the
eventual sales potential of Olive Garden or Red Lobster.
Memphis. Austin. Kansas City. The Carolinas. ItÕs hard to
think of another food with as much regional variation,
loyalty and legend as barbecue.
There is a Zen-like approach to cooking
barbecue, based on time, temperature and
texture. I want chefs who are passionate
about barbecue and who can truly get
excited about serving ribs that are cooked
to perfection.Ó
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