News

Captain D's plans to rollout grilled menu in 2014

June 19, 2013

Captain D's continued its record-setting performance in the second quarter of 2013. Posting another quarter of positive same-store sales increases, the 520-unit seafood chain has now marked 23 consecutive months of compounding sales growth.

The brand experienced a record-breaking year in 2012 with same-store sales increases of 8.3 percent. Captain D's continued that positive trend posting positive Q1 sales numbers, and is now reporting at close of Q2 a 5.3 percent same-store sales growth for the system, with increases of 3.9 percent for franchise restaurants and 6.6 percent for company locations.

Two year system-wide same store sales growth for Q2 was 13.3 percent.

"I challenged our experienced leadership team to build upon that (2012) momentum, and they have risen to the challenge by continuing to create powerful marketing messages and execute with strong operational excellence. Our success over the last few years has positioned us for renewed franchise growth throughout the Southeast and into neighboring markets," said Phil Greifeld, CEO and president of Captain D's.

Menu introductions

To further support its growth, promotional messaging has continued to focus on the brand's popular $4.99 Full Meal Deals. New products have been introduced, such as hand-breaded fish tenders and cajun fish tenders, as well as the "Sampler" meal. Additionally, the new Fire Grilled menu items are aimed at guests looking for healthier options.

According to the company, these menu improvements, coupled with upgraded facilities through restaurant remodeling, have bolstered D's sales success throughout the past two years.

"Our company mission is to be the industry leader and innovator for seafood," said Jonathan Muhtar, chief marketing officer. "Our recent LTO's, such as our hand-breaded fish tenders and Cajun fish tenders are definitely bolstering those efforts. And, we're complementing this seafood innovation with great new add-ons, like our Fried Green Tomatoes and our fan-favorite, Fried Pickles."

The new grilled menu, along with all-new menu boards, will be implemented system-wide by Q1 2014. The brand is also focused on extending its footprint in strong existing markets, as well as expanding into new territories.

Read more about operations management.