Location
Today, there are nearly 700 Red Lobster locations throughout the United States and Canada, as well as a small number of locations in Japan. Because it is such a big brand, they not only focus on the east and west coast, but also the rest of the country, especially because seafood is rare there and treats the people to something extra by offering other kinds of food then just fast food.
Target group
Red Lobster is aimed at the mid-level "casual dining" segment of the market. The menu includes a variety of speciality seafood and non-seafood entrées, appetizers, salads, and desserts. Red Lobster's goal is to establish a place in which all guests have the opportunity to experience fine dining. They do not only to attract vegetarians; they also offer food in which fish is not included for the people who prefer meat over fish.
Formula
The formula that works in Red Lobster restaurants is of course the seafood. America is known for its huge amount of fast food restaurants like McDonalds, Wendy’s, Burger King and KFC and when starting Red Lobster, Bill Darden wanted to attract the seafood lovers to his restaurant.
The large range of seafood menus in his restaurants gives the customers a lot to pick from. But because not all Americans are big seafood lovers, they also added meat dishes to the menus to attract a wider target audience. But of course, not forgetting what the Red Lobster concept was all about: to attract the seafood lovers.
