Darden case study Essay

1. Using the full spectrum of segmentation variables, describe how Darden segments and targets the sit-down dine market. The types of segmentation include geographic, demographic, psychographic, and behavioral segmentation. For geographic segmentation, Darden has all of its Longhorn chopho delectation restaurants in the eastern half of the United States but they are severe to expand to the westmost coast. This is a gr carry off idea because out west is an untapped market with gr work through potential for lots of earnings.Darden has a medical prognosis to redefine the image of steakhouses as is currently being done care the classiness that is being added to the brand. The customer traffic is increasing and Longhorn Steakhouse could potentially horizontal overtake Out nates Steakhouse as the premier steakhouse type of restaurant. For demographic segmentation, Red Lobster represents the opportunity Darden has to fill the gap amid the young fast food concept and the upscale white -tablecloth restaurants.Red lobster is even making many changes to accommodate for the changing times around the States which is causing sales to fall. With innovative concepts such as wood fired grilling resulting in a taste of wood-grilled seafood and investments in equipment and training, Darden is putting itself back in the spotlight to becoming recognized and respected. You can also never go wrong with fried shrimp so Red Lobster allow always have that marketing card to play.The Psychographic segmentation is shown by how pot deprivation to feel positive emotions when they go out to restaurants such as the concept of a happy family and namely the mythical Italian family. Customers sine qua non to feel emotionally satisfied as much as they want to be physically satisfied by the food. Creating an authentic menu hits destruction to home because people get that warm and happy feeling when they meet the authenticity. Even Olive Gardens commercial When youre here, youre family and slogan show the feelings of connection that Americans want to feel and would be voluntary to come in for.Behavioral segmentation is shown in how less a great deal Americans want to sit down at restaurants to eat their meals. With all of our financial constraints we are choosing different and more cost effective ways to eat out and have a good time with the family. Darden needs to use more cost effective ways to lower the meal prices so that familys will once again be willing to eat out at a sit down restaurant on a regular basis.