Kim Lopdrup, president of Red Lobster, says that the initiative
is part of a three-stage effort. The first phase involved improving operations so that customers got what they ordered and did not have to wait too long. The second is aimed at changing the public
image and perception. The third will be dedicated to increasing sales at existing restaurants and perhaps adding locations.
The most visible part of the effort so far is a national television campaign that features healthier-looking fare and a message that emphasizes freshness rather than low prices. Two current spots carry the new tagline: "Come see what's fresh today."
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