February 2004

Cover Story: Land Ho!
After several years of stagnant growth, Captain D’s Seafood will open at least 20 units this year, thanks to new owner Lone Star Funds. To accommodate expansion, President and COO Ron Walker has ushered in dramatic changes to the nation’s third largest seafood chain. He has tightened purchasing, controlled costs, developed a smaller prototype, added healthful fare to the menu and is attempting to reposition the chain into the fast-casual category.
By David Farkas

Storyboard: Sound Off
Evolving beyond the local promotions and word-of-mouth marketing it had used in the past, BD’s Mongolian Barbeque has created its first TV commercial. The "Go Mongo" spot plays off the popularity of the modern dance performance "Stomp." With little verbal exposition, the spot takes viewers on a tour of a typical BD’s meal, highlighting the sounds of the restaurant from chopsticks and tongs clicking to chicken and tofu sizzling. The "music" of the sounds helps prospective diners know what to expect from Mongolian barbecue.
By Margaret Littman

Restauratour: Lush Life
Like its sister on the 95th floor of Chicago’s John Hancock building, the Signature Room Grille in Woodridge, Ill., evokes the feeling of a 1930s supper club. Mohair-covered booths, sage-green velvet dining-room chairs, deep-red faux leather footstools and a shining grand piano hark back to the Jazz Age. The deco-style location will serve as the unifying design as additional Grilles open around the country.
By Lisa Bertagnoli

Toque Of The Town: Move Over Pasta
Fast-casual pasta concept Fazoli’s is adding breadth to its menu and accenting healthful items with bolder flavor. Director of Culinary and Research and Development Regan Reid is reducing carbohydrates and fat in some of its current dishes, offering more salads and adding protein platters to increase frequency and cater to health-conscious consumers.
By Monica Rogers

Human Assets: Keyed In
Rock Bottom Restaurants credits its improvement in retention, reduced administrative costs and boost in same-store sales to its new automated hiring system. The online application and assessment program standardizes and streamlines the hiring process, allowing managers to quickly identify and evaluate the best job applicants.
By Donna Hood Crecca