Red Lobster 2009 Annual Report Download - page 10

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8
Brand
Relevance
Darden knows restaurant brands – how to
develop, acquire, manage and evolve them
in ways that make them part of the fabric of
American life. This is a dierentiating and
palpable competitive advantage, especially in
an industry that is increasingly competitive
and continuing to consolidate.
Our disciplined approach of listening to and
understanding our customers and employees
and responding with disciplined innovation
and eective brand management serves
us well. Red Lobster’s eorts to refresh its
brand and broaden its appeal provide some
prime examples.
Wood-Fire Grill
In developing its new Wood-Fire Grill, Red Lobster
studied consumer preferences for 17 cooking
methods, conducted numerous focus groups and
tested the new cooking platform for more than a
year. The new Wood-Fire Grill is a key component
of delivering Red Lobster’s brand promise of a
Refreshing Seaside Dining Experience.