Darden Resturaunts Essay Example | Topics and Well Written Essays - 10000 words

Darden Resturaunts - Essay Example We have scale and all the advantages that scale brings, and we're continuing to make changes in how we work so our scale works even harder for us. Changes that, during this past fiscal year, helped us limit earnings erosion as sales softened. Finally, we have outstanding teams in our restaurants and our restaurant support center who have tremendous expertise and skill individually and collectively, and who are highly engaged." (www.darden.com) The aim of Darden is to establish itself as the number one full service casual dining restaurant chain in North America. They hope to expand rapidly in the already established as well as new markets (Mill, 2006). International expansion is facilitated by joining hands with reputed local firms and establishing restaurants in those countries. They hope to internationally promote their brands such as Red Lobster, Long Horn Steakhouse, The Capital Grille and Seasons 52. Brand rejection: If public opinion is against a product or service a strategy should be launched to change it. If the public associates a brand with something negative, they will purposely avoid buying that product. It is vital to carefully select the logo and slogan of your product or business so that so as to highlight customer benefits that can be gained from it. This logo or slogan should be put on everything. Brand non-recognition: It is of paramount importance to identify the differences between your product and that of your competitors. These differences should be highlighted diligently. Else your brand may not be recognized by customers because it doesn't have any outstanding features that differentiate it from competitors. Brand recognition: Brand recognition will lure customers towards your product when given a choice between your product and the one they are already accustomed to. It must also be noted that the competitors are also working on brand recognition