RISE - Menu Monitor

Expansion Plans |
Captain D’s Seafood Kitchen is planning to expand into the San Antonio area with as many as 10 new units. The seafood
chain currently owns, operates, and franchises some 600 restaurants in 26 states, the Caribbean and military bases around
the world. (QSRmagazine.com 11/07/07)
Promotion Plans |
Captain D’s Seafood is offering $2 off a Shrimp Trio Platter. The offer ends August 31. (Company Website 8/21/07)
Captain D’s Seafood Kitchen is rolling out a new TV campaign this fall to promote the chain’s recent reimaging, including a
new logo, store redesign and revamped menu. The campaign, developed by Birmingham, AL-based O2 Ideas, will feature a
stop-motion commercial showing a seaside artist painting a fish, which later “swims” through crowds of people and ends up on
a poster outside a Captain D’s restaurant. (NRN Daily NewsFax 9/11/07)
Menu Development |
Captain D’s Seafood added new Value Combo Meals for $3.99. Customers can choose from 2-Piece Fish, 4- Piece Country
Style Fish, ½-lb. Golden Shrimp, 2-Piece Chicken, Captain’s Catch Sandwich or 4-Piece Catfish. All meals come with fries,
hushpuppies and a 22-oz. beverage. (Company Website)
Captain D’s is restructuring menus and operations. New menus are intended to elevate the 600-unit chain to fastcasual dining
with grilled fish, pasta dishes and expanded side dishes. Captain D’s will measure guest satisfaction and store performance
and train employees in safety and hospitality skills. (Nation’s Restaurant News Online 5/21/07)
Captain D’s rolled out several new limited-time offers. These include: • Chicken & Butterfly Shrimp Dinner—breaded chicken
tenders and crunchy butterfly shrimp paired with a choice of two sides and hushpuppies • Chicken & Shrimp Skewers Platter—
breaded chicken tenders and shrimp skewers served with two sides and a breadstick • Chicken Torpedo Snack Attacker—
breaded chicken tender served on a crunchy breadstick with bacon ranch sauce and cheese • Double Bacon Ranch Chicken
Sandwich—crispy or grilled chicken breast with bacon ranch sauce, lettuce, tomato and cheese served on ciabatta bread •
Chicken Caesar Salad—grilled or crispy chicken over romaine and iceberg lettuce with shaved Parmesan cheese, croutons
and tomato wedges paired with a choice of salad dressings • Chicken Pasta Alfredo—grilled chicken over pasta, topped with
Alfredo sauce and served with a breadstick • Parmesan Scampi Dinner—chicken breast topped with scampi sauce and
shaved Parmesan cheese served over a bed of rice and paired with a choice of two sides and a breadstick. (Company
Website)
Captain D’s debuted a new menu items at a location in Tennessee. The new items include more grilled options of wild Alaskan
salmon, tilapia, mahi mahi, deep-sea flounder and shrimp skewers; pasta offerings such as shrimp scampi, creamy shrimp
Alfredo and classic chicken Parmesan; and side items including garlic mashed potatoes, mac ’n’ cheese, steamed broccoli,
fresh sliced tomatoes, roasted red peppers and garden vegetables. The chain plans to gradually roll out these selections the
rest of its 600 units nationwide. (Theleafchronicle.com 7/06/07)
Captain D’s is expanding its menu to include new grilled fish entrées. Alaskan Salmon and Grilled Tilapia are listed in addition
to its signature batter-dipped fish. (Company Website)
Captain D’s Seafood Kitchen introduced its Kitchen Selection menu featuring a line of seasonal entrées. Offerings include
Seasoned Tilapia, Wild Alaskan Salmon, Coastal Flounder, Shrimp Skewers, Mahi Mahi, Shrimp Scampi Platter and a
Chicken Breast Dinner. (Company Website)
Franchise Activity |
Captain D’s Seafood Restaurants signed an agreement with a franchisee to open six units in North Carolina over the next five
years. There are 587 Captain D’s units in the U.S. (Franchise Times 10/06 p98)
©Technomic Information Services 2007, CIS profiles may not be copied or distributed in any print or electronic format without a license or written consent.
Technomic believes that its sources of information are reliable, but does not assume any responsibility or liability for the accuracy of the information
published.
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