Red Lobster 2010 Annual Report Download - page 9

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Consumer Insights
A deep and thorough understanding of consumers, provided by our
Consumer Insights Center of Excellence supplies the foundation for
disciplined brand building. Only by listening to our guests can we
create compelling brand promises that are relevant for the many
dining occasions that help define their lives.
One of our most powerful consumer insights tools is our Guest
Satisfaction Survey (GSS). Collectively, we solicit guest feedback
through more than 15 million surveys a year. To streamline the GSS
process, we are moving to a web-based survey in fiscal 2011. In
addition to saving time and money, this will allow us to hear from an
even broader representation of our guests and obtain more detailed
information we can use to enhance the guest experience.
Employee Insights and Engagement
Before our brands can live in the hearts and minds of our guests, they
must first live in the hearts and minds of our employees. Listening
to our employees is vital to our success, which is why we survey
our employees consistently to understand how engaged they are
and what we can do to improve that engagement.
฀ Nearly฀75฀percent฀of฀our฀workforce฀responded฀to฀our฀scal฀2010฀
survey, and we found their engagement levels far exceeded industry
benchmarks across all positions. For instance, 63 percent of managers
and฀73฀percent฀of฀general฀managers/managing฀partners฀plan฀to฀spend฀
their careers with Darden – versus the industry average of just 19 percent.
That’s a significant competitive advantage when you consider our
guests’ experiences will never exceed our employees’ experiences.
DARDEN RESTAURANTS, INC. | 2010 ANNUAL REPORT 7
1982