Captain D’s capitalizes on momentum

Following a record-breaking 2013, Captain D’s has announced that it is embarking on a new growth strategy that will increase the number of company owned locations. It has been seven years since Captain D’s added on to its corporate-restaurant portfolio.

“The redesign and the menu innovation have been a winning combination. Together they have excited our existing customers and attracted new customers,” the company said.

The fast casual seafood chain, which is celebrating 45 years in business, has spent the last year focused on franchise development and has added several high-profile franchisees, such as Michael Knobelock who owns 47 Church’s Chicken and 21 Little Caesars restaurants.

“We wanted to build a solid foundation for our franchise system before adding corporate stores. The strategy paid off, and we have signed several deals with proven franchise partners,” Phil Greifeld, Captain D’s CEO and president. “Now we are embarking on a corporate store development program that we can be proud of.”

In September, Captain D’s will open its first location under the new corporate development program. The restaurant will be located in Five Points, Ala.

All of Captain D’s new corporate locations will be built with the coastal-themed new image. The “Beach Design” also includes new menu boards, new dinnerware and a newly reformulated equipment line.

In addition to the new ambiance, the restaurants will highlight D’s New Fired Grilled menu, which includes Shrimp Skewers, Wild Alaskan Salmon, Seasoned Tilapia and Surf and Turf (shrimp and beef skewers).

“The redesign and the menu innovation have been a winning combination. Together they have excited our existing customers and attracted new customers,” said Greifeld.

Growing the Captain D’s brand and customer base is the company’s primary focus.