Red Lobster

Overview

Bain identified significant top and bottom line opportunities via digital marketing within a broader strategic vision for this casual dining brand. FRWD partnered with Bain and Red Lobster leadership to design the roadmap to deliver those opportunities, and expand them over time.

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Within a month, we diagnosed the current state, built a test & learn roadmap, translated it to 4 specific tracks, each with multiple small tests. By the end of month two, we had identified a clear path to savings, which was then validated by a larger scale test 2 months later.

A significant part of the effort has been internal capability-building at Red Lobster by leveraging new talent and in-housing technology. These efforts are helping move to a nimbler test & learn culture.

Additionally, a 2016 test that came out of the Test & Learn roadmap was to develop an innovative idea using Tinder as a platform to connect with the huge audience who loves to have date night at Red Lobster. Within a week, we recorded more than 323,725 swipe rights, and Tinder reports the 9.8% engagement rate is more than 2X the average on its platform.

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Other tests in mobile, video, and social are generating scalable opportunities to lift guest counts that line up to the original vision, while helping further define it as well.

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