Captain D’s reimaging process began in 2006, as stores were updated to feature a more upscale look, including new colors and drop lighting.
Exterior updates also are part of the reimaging initiative, with signage reflecting the new Captain D’s Seafood Kitchen logo and a fresher look. The reimaging costs $120,000-$150,000 per store.
Last fall, Captain D’s updated its messaging to "Sit down food at fast food prices," a campaign that has helped boost sales. "We think it’s the right message at the right time," said Captain D’s CEO David Head.
Captain D’s won Nation’s Restaurant News "MenuMasters Award" in the category of "Best Menu Revamp" in 2007. New menu items include grilled shrimp, salmon and tilapia dinners.
Captain D’s entrees offer a full meal, including fried or grilled seafood plus two side items and hush puppies or a bread stick. The company switched to a premium shrimp last year that has shown a customer preference of 2-to-1.
New Captain D’s offerings introduced last year include crab cakes and coconut shrimp, menu items typically found at full-service seafood restaurants. The company also tried a Mahi Mahi offering, as well.
Other offerings include grilled tilapia topped with shrimp scampi over rice, with sides such as steamed broccoli, roasted red potatoes or macaroni and cheese. CEO David Head said that the seafood offerings are determined by consumers.
Captain D’s company stores added pagers similar to those used in casual dining restaurants to clear congestion and improve dining room ambience. Customers place their order at the counter and return for their food when the pager alerts them.
David Head joined Captain D’s as president in 2006 and was recently named chairman and CEO of the company when Nick Shepherd, then-chairman and CEO of parent company Sagittarius Brands, left. Head has about 35 years of restaurant experience.