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In a year marked by recession
and post 9/11 uncertainty, Red Lobsters strength as
a trusted brand and, indeed, an American icon, were most evident.
The 34-year-old leader in casual dining seafood posted record
results during fiscal 2002.
Total sales reached a record high of $2.34 billion, 7.1%
over fiscal 2001.
- Same-restaurant sales growth, which
has continued for 18 consecutive quarters, increased 6.2%
for the year.
- The average weekly same-restaurant
guest count rose 3.4% to a 10-year high.
This performance reaffirms
Red Lobsters strategy of offering great seafood at a
great value. In addition to the great variety of seafood we
serve every day, much of our success during the year centered
on well-executed features, such as 30 Shrimp for $9.99,
our signature Lobsterfest and a Festival
of Crab celebration. These advertised campaigns emphasized
Red Lobsters classic favorites and exciting new offerings,
while underscoring the important elements of this enduring,
trusted brand.
Much of Red Lobsters
success reflects a strategic approach to culinary development,
which includes a systemized analytical tool Menu Offering
Rationalization and Evaluation (MORE) that helps determine
how well our menu mix matches the tastes and preferences of
our guests.
Red Lobsters recently
launched fresh fish initiative, emphasizing the freshest fish
in casual dining, is a product of this disciplined approach.
Rigorous research also characterizes Red Lobsters beverage
strategy. As a result of this continued focus, adult beverage
sales were up in fiscal 2002. And as Red Lobster continues
to improve the total dining experience offered to guests,
this remains a significant opportunity for growth.
Red Lobster continues
to add to a long tradition of culinary innovation in a multi-unit
restaurant operation. Restaurant Business magazine
recognized Executive Chef Stephen Anderson as the most influential
and creative menu planner in the chain restaurant market this
year, naming him the magazines first ever Menu
Strategist of the Year for his key role in enhancing
the Red Lobster menu with bigger, bolder flavors and expanding
its fresh fish selections. Anderson was also a recipient of
Nations Restaurant News 2002 MenuMaster
Award, which highlights the role of research and development
in food service. Red Lobsters culinary management team
gained further strength this past year with the addition of
Keith Keogh, a highly regarded culinarian, as Senior Vice
President of Culinary and Beverage Excellence.
The Red Lobster team
enjoys an enviable position in the restaurant industry. Serving
2.8 million guests each week, we command 49% of the casual
dining seafood market, and seafood is what casual dining consumers
order most frequently when they dine out especially
as they get older and dine out more often.
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