RISE - Menu Monitor

Olive Garden
Headquarters
5900 Lake Ellenor Drive, Orlando, Florida 32809 USA
Tel: (407)245-4000 Fax: (407)245-5562
www.olivegarden.com
Ownership: Private
Segment: Full Service Italian
System Characteristics 2006 2005 2004
U.S. Systemwide Sales ($000) 2,680,200 2,496,600 2,257,000
Company-owned ($000) 2,680,200 2,496,600 2,257,000
Franchised ($000) - - -
U.S. Number of Units 589 562 541
Company-owned 589 562 541
Franchised - - -
International Sales ($000) 20,000 20,000 18,000
International Units 6 6 6
Average Sales/Unit ($000) 4,600 4,400 4,100
Concept Positioning |
Olive Garden is the leading restaurant in the Italian dining segment, with almost 600 restaurants nationwide. Its casual-dining
format is that of a moderately priced Italian dinnerhouse targeted at adult customers aged 25–45. As part of the overall
marketing mix, menus reflect regional taste preferences of customers. Menu items are based on the traditional dishes of
Northern and Southern Italy. Owned and operated by leading restaurant company Darden Restaurants, Olive Garden is part of
a brand portfolio that includes top chains such as Red Lobster, The Capital Grille and LongHorn Steakhouse.
Units are freestanding and range in size from 5,500–9,100 sq. ft.; the average unit seats 275 plus 25 in the bar area. From the
outside, each unit is different, yet all share a contemporary, fully landscaped exterior evocative of an Italian country home. The
interior decor of Olive Garden restaurants is contemporary, creating a garden-like atmosphere. A number of atrium-like dining
rooms are furnished with spaciously placed tables and chairs, green plants and wall murals.
In 1999, Olive Garden announced a partnership with the Italian family-owned winery Rocca delle Macie. The partnership
consists of two elements: Olive Garden Riserva di Fizzano, a restaurant specializing in Tuscan cuisine, and the Culinary
Institute of Tuscany, where Olive Garden teams learn firsthand about Italian cooking techniques, food, wine and culture. Both
are located in a restored 11th-century village on the 450-acre Riserva di Fizzano, a property owned by Rocca delle Macie that
includes a 21-room inn. Rocca delle Macie is located in the hills of Tuscany near Siena. Every year, some 100 Olive Garden
managers travel to Italy to enhance their culinary skills and learn about Italian wines as part of an ongoing training program. To
date, more than 500 managers have trained there.
Olive Garden was developed by its original parent, General Mills, Inc., opening its first unit in Orlando in 1982. In 1995,
General Mills spun off its restaurant division. The new corporate name, Darden Restaurants, was selected as a way to honor
the founder of Darden's other main chain, Red Lobster. Olive Garden and Red Lobster are the primary expansion vehicles for
Darden Restaurants, the world’s largest casual-dining restaurant chain. Among itts other brands are Bahama Breeze, Seasons
52. Darden Restaurants’ expansion plans will further accelerate Olive Garden’s growth. It is continuing to test two new
prototypes that cost between $250,000–$400,000 less to build than its current model. Darden is expecting to generate topline
growth while cutting costs.
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