Nashville, Tenn.-based Captain D’s, which owns and franchises 527 restaurants in the U.S., recently reported a record third quarter sales increase of 10.8 percent (a 12.5 percent increase in company-owned restaruatns and a 9 percent increase in its franchised restaurants). This is the third quarter in a row of sales increases, after declining sales in previous years.
In addition to upgrading its core menu items, Captain D’s has launched a “Fire Grilled” menu that has been positively received by guests, CEO Phil Greifeld told SeafoodSource. “We also have a vast amount of new seafood introductions planned for 2013,” Greifeld said.
Additions to the seafood chain’s management have also made a difference in its sales performance. For example, CMO Jonathan Muhtar came on board late last year and his team has “worked to implement a guest-centric strategy that focus on the pillars of the D’s promise: seafood expertise, full meals, hospitality and great value,” according to a statement from the company.
Captain D’s new television ads “cut through the cluttered messages of other restaurant brands while effectively positioning D’s as the affordable seafood chain of choice,” said Greifeld. The commercials are humorous, while focusing on the chain’s core offerings, such as Butterfly Shrimp and Lobster Bites. The commercials also stress Captain D’s value proposition, noting that meals start at USD 4.99 each.
Captain D’s has been testing its store re-design program in select markets, and an official renovation program will be rolled out later this year. “We are now expanding the test to an entire DMA [Designated Marketing Area] and will be unveiling our new designs at our 2012 Convention during November,” Greifeld said.
Captain D’s growth is also apparent in its franchising efforts.
“Given that we are performing well on both the top and bottom line, we will be looking to re-launch our franchising…throughout the entire Midwest and Southeast and select international opportunities,” said Greifeld.
Three new franchised stores are set to be developed in Mississippi and Alabama in late 2012 or early 2013.
