Case Study Paper

913 WordsApr 14, 20144 Pages
The Darden Restaurant is a multi-brand restaurant operator. They have over 1,800 restaurants that include Olive Garden, Red Lobster, and LongHorn Steakhouse. The chains make more than $7 billion a year in revenues making Darden Restaurants the largest full service operation in the US. This is due in part to the success from targeting different customers through distinct restaurant formats. Darden has created a successful marketing mix based on the 4Ps. In terms of price, there is much variety depending on the type of restaurant. For a casual restaurant it is generally between $15 to $20 a plate and the fine dining is about $30 to $40 a plate. The pricing is fairly priced for most places. Darden offers a very diverse range of food…show more content…
The Psychographic segmentation is based on social class, lifestyle, or personality characteristics. This type of segmentation can be viewed as the stylistic restaurant Olive Garden. The marketing strategy behind this restaurant is based upon how customers are as interested in emotional nourishment as they are in physical nourishment. The style of the restaurant invites a consumer to be part of the Italian family. The concept of the restaurant relates to the lifestyles desired by the customer to be part of a family. Lastly, behavioral segmentation is when a market is divided into segments based on consumer knowledge or attitude toward a product. For Darden, a behavioral segmentation would be how often the restaurants are being frequented or used to help determine where a profitable business market should be located. Another concept that relates to Darden’s style of marketing is how they differentiate and position their products for maximum competitive advantage. Darden has done an effective job of doing this. The brands are well differentiated and positioned. The corporate name is kept very low profile that most people don’t realize there is a common ownership behind the restaurants. The company also did well to find many different types of niche markets that allows for a wide offering of

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