RISE - Menu Monitor

Bubba Gump Shrimp Co.
Headquarters
209 Avenida Fabricante Suite 200, San Clemente, California 92672 USA
Tel: (949)366-6260 Fax: (949)336-6261
www.bubbagump.com
Ownership: Private
Segment: Full Service Seafood
System Characteristics 2006 2005 2004
U.S. Systemwide Sales ($000) 126,000 100,000 116,150
Company-owned ($000) 126,000 100,000 102,440
Franchised ($000) - - 13,710
U.S. Number of Units 21 15 18
Company-owned 21 15 17
Franchised - - 1
International Sales ($000) 18,000 10,000 9,700
International Units 7 5 4
Average Sales/Unit ($000) 7,000 6,400 7,475
Concept Positioning |
Inspired by Paramount's 1994 blockbuster movie "Forrest Gump," Bubba Gump Shrimp Co. Restaurant & Market is a fullservice,
casual-dining chain serving up seafood entrées in a lively, energetic atmosphere that appeals to a wide range of
diners. In addition to its numerous shrimp appetizers and entrées , Bubba Gump Shrimp Co. offers several bold and colorful
signature cocktails. Bubba Gump Shrimp Co. operates nationwide, from California to New York. Its domestic units are all
company-owned. Parent company Bubba Gump Shrimp Co. Restaurants Inc. franchises a number of units in Bali, Hong Kong,
Japan, Mexico and the Phillippines.
Units average around 10,000 sq. ft. and seat approximately 200. The restaurants feature décor and ambiance stemming from
the motion picture. Each unit takes on the look of a "Southern shrimp shack" with a "down-home" décor infused with
backdrops, scripts and other artifacts that are designed to evoke memories of scenes from the movie, including a mock-up
"The Jenny" shrimp boat and "Mama Gump's House." Tables are furnished with two license plates on chains to be used by
customers during their visit. A green license plate reading "Run, Forrest, Run" should be left in place if guests have all that
they need. However, if help is needed, guests may use a red license plate that reads, "Stop, Forrest, Stop" in order to signal
help from an employee. To add to its allure, the concept features a retail store which reportedly accounts for 20–30% of its
sales. Retail items range from Bubba's shrimp cookbook and the infamous "box of chocolates" to Gump-inspired T-shirts and
hats.
The first Bubba Gump Shrimp Co. Restaurant & Market opened in 1996, on Monterey's Cannery Row, as a joint venture
between Rusty Pelican Restaurants, Inc. and Paramount Pictures. In 2007, Bubba Gump Shrimp Co. Restaurants Inc. signed
a letter of intent to grant franchise rights to Mubarek Al-Hassawi Restaurant Development Group, a firm based in the Middle
East. Under terms of the deal, a dozen Bubba Gump units are expected to launch in Dubai and Kuwait City, among others.
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