Captain D's Lighter Menu and Brighter Look Attracting Young Diners and Families
SEAFOODNEWS.COM [Restaurant Business] By Patricia Cobe - April 17, 2015 -
Younger diners and families were bypassing Captain D’s, says Jonathan Muhtar, chief marketing officer at the Nashville, Tenn.-based chain.
Research revealed that the restaurants’ dark, nautical-theme interiors and predominantly fried menu items were not appealing to these customers. So Captain D’s began a systemwide refresh, installing grills in all 514 locations last year and debuting grilled dishes on the menu.
Chief Development Officer Michael Arrowsmith said once remodeled, stores have shown double-digit sales increases.
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