Darden case study Essay

1. Using the full spectrum of segmentation variables, describe how Darden segments and targets the sit-down ingest market. The types of segmentation include geographic, demographic, psychographic, and behavioral segmentation. For geographic segmentation, Darden has all of its Longhorn chopho go for restaurants in the eastern half of the United States but they are nerve-racking to expand to the westmost coast. This is a gr wash up idea because out west is an untapped market with great potential for lots of earnings.Darden has a take place to redefine the image of steakhouses as is currently being done bid the classiness that is being added to the brand. The customer traffic is increasing and Longhorn Steakhouse could potentially however overtake Out back up Steakhouse as the premier steakhouse type of restaurant. For demographic segmentation, Red Lobster represents the opportunity Darden has to fill the gap mingled with the young fast food concept and the upscale white-tablec loth 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 dismissed 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 involuntary always have that marketing card to play.The Psychographic segmentation is shown by how mountain regard 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 inadequacy to feel emotionally satisfied as much as they want to be physically satisfied by the food. Creating an authentic menu hits goal to home because people get that warm and happy feeling when they empathise the authenticity. Even Olive Gardens commercial When youre here, youre family a nd slogan show the feelings of connection that Americans want to feel and would be willing to come in for.Behavioral segmentation is shown in how less much Americans want to sit down at restaurants to eat their meals. With all of our pecuniary 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.