Saturday, November 15, 2008

Red Lobster Tries New Cooking Method

In response to one of my previous posts about Red Lobster, I came across this article detailing their new advertising plan.

Article from the WSJ reads:

The Red Lobster seafood chain is kicking off an $8 million ad campaign next week that will tout its new "wood-fire grilling" method. The chain, owned by Darden Restaurants, is seeking to upgrade its menu just as the restaurant business is getting walloped by the tough economy and steep rise in food prices.

The new ads, which feature a chef grilling items like lobsters and scallops, mark a big change for the company. In the past, "we have been advertising fried shrimp, which doesn't signal culinary expertise," says Salli Setta, a Red Lobster marketing executive.

Still, the push could be a bit risky in the current downturn, because consumers may view wood grilling as a more expensive dining option. Ms. Setta counters that a better-quality menu is a good thing to have right now when "money is dear."

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