The Red lobster’s mission statement states that “Here at Red Lobster we’re passionate about serving our guests great seafood. It’s why we go the extra mile to bring you the best dining experience possible. Our fishermen take pride in catching only the highest quality seafood, and the freshest fish. Our grill master’s expertly perfect flavors, cooking seafood and steak over a wood fire grill. And our servers pull out all the stops to make every dining experience feel extra special. It’s our passion. It’s our pride. Because at Red Lobster, we Sea Food Differently.” This is a very good mission statement seeing that it identifies most of the policies that a mission statement should provide. It states how the employees will deal with the customers by saying “…our servers pull out all the stops to make every dining experience feel extra special. It also states its competitive advantage by identifying that their suppliers catch the freshest fish they can. Also, that they have master chefs cooking the best meal for their customers as well. Red lobster said that “Our top priority is to always serve our guests the highest-quality seafood.” (http://www.redlobster.com/our_quality_story/our_commitment_to_quality/) and with fresh food and master chefs this will most definitely last them for a long time. Target Markets
Red lobster isn’t trying to be the world’s fanciest seafood restaurant, but more of the world’s best overall seafood restaurant. Their target market is that of a middle income level class and up. They want customers that want to go out to dinner with their spouse or family and have a special experience. They want their customers to feel like that have to dress and act appropriately when they come into Red lobster to dine in. They don’t want to make their meals unaffordable but want to uphold class and excellence at the same time. Red lobster is the world’s largest casual dining seafood restaurant which shows the type of market that they want to adhere to. What they do best
What Red lobster does best is provide great quality and freshness to their customers. Their key advantage is their fresh food and the fact that they are the largest overnight shipper of fresh fish in the seafood industry. Red lobsters cost leadership is appropriate, they are focused on addressing affordability considerations of current guests. (http://www.annualreports.com/HostedData/AnnualReports/PDFArchive/dri2011.pdf 17) The way that they differentiate themselves is by the freshness of their food that they supply for their customers. They feel that the secret to great seafood is quality and freshness. They stated that throughout the years since they opened in 1968 the one thing that has never changed is their relentless pursuit of quality and above all freshness. (http://www.redlobster.com/our_quality_story/our_history/). And their focus is to serve delicious, freshly prepared seafood in a relaxing, seaside atmosphere. (https://www.redlobster.com/press/fact_sheet/) SWOT Analysis:
Strengths: One of red lobsters major strengths is their service, from what I hear from the customers. One customer in Murrieta, CA stated that “the main reason I felt compelled to yelp was the customer service. Our server was Chris and he was awesome! Friendly and attentive.” (http://www.yelp.com/biz/red-lobster-chula-vista#query:red%20lobster%20restaurant Rochelle O. 10/19/2011). Another one of the strengths is their freshness of food. The fact they are the largest overnight shipper of fresh fish in the seafood industry states that alone.
| Weaknesses: Their weakness is actually their “master” chefs. The customers that have been to more than one Red lobster restaurant don’t feel that their foods are consistent enough. One customer in New Orleans said that “The food was so bad that they didn’t even finish their meal” even though she had been to other Red lobsters that had better food. ( 4/30/2011 sarah R.)
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