Red Lobster Case

Red Lobster is a casual-themed restaurant, that primarily sells various types of seafood. The company was founded by Bill Darden in Lakeland, Florida in 1968. Currently, there are over 680 restaurants located in the U.S.A and Canada. The branch we visited was located in Mississauga, which is only 1 of 4 Red Lobsters in Ontario. We believe that due to the rarity of the franchise in this area, it helps the company give better customer service. They understand that there is a lot of competition, especially with other companies such as Cara and Prime, and that there really is no room to provide sub-par customer service. Because of their situation in the market, Red Lobster is able to stand out from the competition with the product they
sell, their excellent customer service and overall value they provide.

Each employee at Red Lobster, whether a server, busser, host or bartender, was focused on the guest.
Their attention was focused on the task at hand and there was no sight of anyone being unproductive. When we entered the restaurant, we were given a warm and friendly greeting by a hostess. The wait for a table on a Friday night was only about 20 minutes, and the electronic guest caller made the waiting experience hassle free. From the time we were sat, and throughout the entire dining experience, we never felt rushed and all of our requests were accommodated. We observed all staff conduct themselves in a professional manner. Training was evident in the manner we were spoken to, especially when the server suggested a number of items seamlessly. She displayed a great deal of product knowledge and was not too pushy when it came to
up-selling.

The restaurant in it’s entirety was very busy. Considering it was peak volume time (Friday at 6pm), and the amount of people in the building, we never got the feeling of congestion. Even though there was a line up at the door, which filtered in to the bar, the atmosphere was quite calm. We believe the reason for this is due to the manner of which, the staff created the atmosphere. Everyone was very busy, but they did not let stress, anxiety or frustration show on their faces or in their actions. From the time we were seated, the host guided us to the table at a comfortable pace, waited for us to be seated before presenting us the menu. The server executed all the steps of service enthusiastically, while pacing our meal and making us feel comfortable. We truly believe it was the collective efforts of the staff that created a fun atmosphere and made dining at Red Lobster quite relaxing and enjoyable.

We did not find any barriers to excellent customer service at Red Lobster. Staffing levels, and their skills, were adequate to create the perfect dining experience. Good management supported by staff with good attitudes and work ethics were evident throughout the evening. Possibly the only barrier to customer service may have been the design of the bar. Since it is primarily used as a waiting area for tables in the dining room, a larger bar surface would have helped to service more drinks. There was a small line-up for drinks; even as staffing levels were adequate, there was only so much they could accomplish at once given the workspace. In terms of Mission Statements or “Core Values”, we found this sign located behind the host stand at the front entrance:

“We are totally committed to a world class customer experience” The sign was in a very large font and could not have been missed when you enter the restaurant. It is a very simple and short mission statement, but it says exactly what the company strives for. Our dining experience was truly a reflection of the company’s objective explained in their mission statement.

If we owned the company, we would hire people who have experience in customer service. Whether it’s experience from Hotels, Restaurants or Telephone service, we would look for people who are personable and capable. We would hire people who have the necessary skills to conduct the job at the highest level of customer service. They would have to be excellent at communication, upbeat, have initiative and possess a great work ethic. Basically, the drive of any new hire would have to come from within themselves. They would have to be coachable and willing to uphold our highest standards.

Also, taken from the Red Lobster website, we found this statement:

That’s why we’ve insisted on the finest the sea has to offer since we opened our first restaurant in 1968.
Since then, lots of things have changed. But one thing hasn’t – our relentless pursuit of quality and, above all, freshness

Not only does Red Lobster believe in their ability to provide excellent customer service, they also believe in themselves to provide a good quality product. So whether a guest is loyal to service, product or both, Red Lobster takes an approach that tailors to customers who might value either one.

Their policy to ensure excellent customer service is that a manager may be spoken with at any given time. Managers also make a concerted effort to visit each table at least once before they leave. And if there are any other concerns that guests want to address when they leave, Red Lobster provides a customer service telephone number located at the front before leaving: 1-800-Lobster.

The company is known for several charitable donations, foundations and contributions to the community. They are especially recognized for their “Giving back to the sea” campaign, which was established in 1997. Their efforts are committed to protecting our natural treasures and respecting the environment by helping to restore ecosystems and by teaching sustainability in
schools.

We like this company because it offers everything a customer seeks and expects to receive. They provide a unique and excellent product as a seafood restaurant. They provide excellent customer service and are grateful for the business they receive. They provide value through a combination of product, service and competitive price.
It is through the company’s efforts of respecting the environment that we consider Red Lobster a leader in their industry. The company goals and beliefs go beyond guest service, and profitability. They take it to the next step by helping to maintain the natural environment and raise awareness of the importance of doing so.

There are not many suggestions we would make to the company to improve their customer service. It is overall satisfaction that we hope for as customers and we believe Red Lobster achieves this. It is understandable to have a wait list on a Friday night, but it would certainly help if they were to build more locations in Ontario. Seafood restaurants are generally rare in our area let alone the Red Lobster chain. Another recommendation to alleviate the congestion on the weekends would be to provide a take-out or delivery service. More and more customers are looking for convenience, and if they could stay at home and have food brought to them, they would probably buy it. Aside from that, we believe the customer service provided by Red Lobster is industry leading. The company continues to follow the basic strive for excellence stated in their mission statement.