“COVER PAGE”

Jindal School of Hotel Management

Subject: Academic Writing

Student’s Name: Deep Macwan

Submitted to: Mr. Luke Frank

Submitted on: 05/11/2009

Project: Red Lobster Restaurant

Topics Highlighted:

What is Red Lobster?

History

How did it Grew?

Market Strategy

Extension

Conclusion

Word Count: 621

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 The Red Lobster Restaurant

What is Red Lobster?

Red Lobster is a U.S. chain of seafood restaurants. It also operates in Canada and Japan. It is
designed at the mid-level "casual dining" segment of the market. The menu includes a variety
of specialty seafood and non-seafood entrees, appetizers, salads, and desserts. Red Lobster is a
restaurant that primarily sells various types of seafood. The company owns over 680 restaurants located
in the U.S.A and Canada. Red Lobster is known as the foremost expert in fresh seafood.

History
It was started in 1968 by entrepreneurs Bill Darden & Charley Woodsby. Originally billed as a
"Harbor for Seafood Lovers", the original restaurant was in Lakeland, Florida which was
followed by several others throughout the Southeast. General Mills obtained Red Lobster in
1970 as a five-unit restaurant company. And then this chain expanded rapidly in the 1980s.

How did it Grew?

They believe that due to the rarity of the franchise in different area, it helped the company to
give better customer service. They understood that there was a lot of competition, especially
with other companies such as Cara and Prime, and that there was really no room to provide
sub-par customer service. Because of their situation in the market, Red Lobster was able to
stand out from the competition with the product they sold, with their excellent customer
service and overall value they provide. They started achieving the emerging trends of
restaurant culture and grew up as a mature sea food restaurant.

Market Strategy
We all know customers are KING in any Market as they have the real authority to decide, what
to keep and what not.., keeping this in mind the organization decided to render the best service
in any possible manner in showed colors , Each employee at Red Lobster, whether a server,
busser, host or bartender, was focused on the guest. Their attention was focused on the task at
hand and there was no sight of anyone being unproductive. Every single staff conduct
themselves in a very professional manner, the Training is an evident that the manner they
speak to guests, especially when the server suggests a number of items like a dream. They
display a great deal of product knowledge and are not too dynamic when it comes to up-selling.

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Extension
Aside from its seafood and kids' toy treasure chest, Red Lobster is also known for its signature
Cheddar Bay Biscuits which accompany a purchased entree; they give a la carte for carry out.
The biscuits were introduced in the early 1990s, before that Red Lobster served either garlic
bread or hushpuppies.

Conclusion
To sum up with this report I would like to say that a Restaurant like Red Lobster can become a
milestone in the history of India if it spread’s its hands and join the Indian market as a Sea food
restaurant. I believe that if this kind of restaurant enters India and gives a pleasant service to
Indian Sea food consumers in their restaurant. The idea of bringing an internationally renowned
sea food restaurant, has won the award of being the best restaurant chain in the world. Apart
from that they will become a competitor in Indian sea food restaurant. It will be a great
experience for Indian sea food consumers and will get a new horizon to their eating habit.

Reference
 All the information with underline and italic is collected from the Internet and is fairly true.

Source: http://www.redlobster.com/, http://en.wikipedia.org/wiki/Red_Lobster