When Jonathan Muhtar joined Captain D’s Seafood Kitchen as its new chief marketing officer in late November, he began reformulating the brand’s marketing plans in the wake of two big events: the selection of TM Advertising as its agency of record and the acquisition of 65-unit Grandy’s Country Cookin’.
Muhtar, who most recently was vice president of global marketing and innovation at Burger King, primarily is focused on refining the systems and processes for Captain D’s marketing and menu development. The chain’s positioning as a seafood specialist within the fast-casual segment not only attracted Muhtar to Captain D’s, but also should allow for growth in 2012, he said.
With 2012 shaping up to be another uncertain year for consumers, Muhtar told Nation’s Restaurant News that Captain D’s needs to ensure the rollout of more surefire menu items and promotions.
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