Red Lobster Case Study

1. With the growing amount of people with internet access, internet is a good way to reach a large audience. Plus, most people would deem the internet rather convenient. Any answers submitted online are then easier to group and analyze, since no information has to be reentered. Finally, if the majority of costumers have a higher income, then they will most likely have internet access. Using internet rather than phone surveys, weeds out some of the potential poorer respondents. Red Lobster is mainly concerned about making their restaurant more appealing to affluent, educated customers who have an annual income of over $70,000.

2. The main focus on the webpage is a younger female server holding a tray with a plate of food. The words next to her describe the current promotion. At the bottom of the page is a banner with sayings like "if it isn't fresh, it isn't here" and also contains link to see the fresh fish of the day. The banner also includes a link to join the "Fresh Catch Club" which is just their promotions club who might get a few special offers each year by email. Many older people really enjoy joining these groups, and then name itself is rather appealing. Finally, the page appeals to the over 50 crowd because it is rather simple. It is not extremely flashy and the links are limited to a few areas. They don't have to go searching all over the page to find what they want. The website attempts to capture information about its customers if they click the "recipes and tips" link. They offer many recipes online. If they track the clicks, they can see the types of dishes that customers like the most. The primary message of the website is about "sea[ing] food differently," which Red Lobser is making apparent by the word "Fresh" appearing in almost every line. This is effective because the customer sees "fresh fish" and "live lobster" almost everywhere.

3. The Joe's Crab Shack website is much busier including a picture of many people, moving graphics, and music. Also there are no slogans about their fresh fish; the only words are "No dancing on tables with spurs." I don't think they target the same type of customers. The music is cheery and I think they want to attract a younger crowd and families, like the one pictured on the website. The setting looks much more casual and fun, then the new upscale look Red Lobster is trying to create. Joes tries to get customers to look at their website by posting "shack shots," which they say are proof of people having fun at the restaurant. The website tries to get information from customers by seeing what external links are clicked on "play" and by what menus people download.

4. Questions:

a. An open-ended question: What is your favorite and least favorite part of the new look inside Red Lobster?