- WHITE PAPERS
Captain D's has posted another quarter of positive same-store sales increases, marking five quarters and 16 consecutive months of growth.
The 520-unit brand also announced that 2012 was a record year, with a 9.2 percent same-store sales growth in company restaurants and a 7.5 percent increase in franchised restaurants. Captain D's also achieved a new all-time average unit volume record for the year.
According the company, these results were driven by a new executive team, investments in new and core menu items, advancements in restaurant equipment, a re-engineered operating line and the development of new facility designs. Additionally, Captain D's has increased its TV advertising.
Under the leadership of newly named Chief Marketing Officer Jonathan Muhtar, alongside new agency of record TM Advertising, Captain D's launched a new branding campaign with the tagline "When you love seafood this much, it's gotta be D's" last year. Muhtar and TM Advertising were both added to the Captain D's team in December 2011.
The company's turnaround initiatives were put into place shortly after Phil Greifeld was named CEO in 2011.
"Our sales gains have been generated from capturing significant market share from our QSR competitors," Greifeld said. "The single biggest driver of our success will always be our people. Our talented professionals, with a sharp, guest-centric mindset of exceeding our customers' expectations, have ignited our brand rejuvenation and will continue to lead our success in the New Year."
2013 plan includes new menu boards
Additionally, the brand has outlined several new initiatives that will begin this year, including new products and menu boards.
"In 2012, we began filling our pipeline with compelling product platforms ranging from our new fire-grilled menu to a totally revamped 3D kids program featuring several new items. All of this will be brought to life through our new, state-of-the-art menu boards which showcase all of our latest offerings. These investments are already impacting sales growth, but we are just getting started," said Jonathan Muhtar, chief marketing officer.
Captain D's recently unveiled a new hand-breaded fish tenders meal. The tenders are sliced from a flaky white fish filet, breaded by hand and served with two sides and hushpuppies as the latest offering of the brand's $4.99 Full Meal Deal promotion. This month, D's will kick off an extensive marketing campaign about the new product, including new TV spots, digital, social, print and outdoor advertising.
Investing in D's facilities is also paying off, according to Greifeld.
"Our Beach Design remodel showcases a fresh, contemporary look and is driving double-digit sales growth," he said. "We will continue to implement this profitable program into other key markets."
By January 2014, all restaurants will be equipped with Captain D's new broiler, which will help the company continue to roll out new grilled seafood options with an objective of capturing new guests and increasing visit frequency.
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