• by Nina Lentini  @Nina_Lentini, November 11, 2008

As part of a plan to renew growth at Red Lobster, the brand has launched a new :30 spot on network and cable TV this week, emphasizing what the chain calls "the most comprehensive culinary and menu change" in its 40-year-old history--wood-fire grilling, and in particular, oak. Saying that it is introducing this "culinary art form to Middle America," Red Lobster is making a commitment to using the cooking technique to produce a "clean, crisp flavor."

The ad, created by AOR Richards Group of Dallas, displays the wood involved right from the start as viewers see a match flare up, igniting wood for a few seconds. The other 27 seconds are devoted to shiny shots of seafood--glistening as chefs turn it over on a grill, shrimps and lobsters dripping with butter, much as Red Lobster ads have done in the past.

"Wood-Fire Grills are a cornerstone of our three-phase plan to grow Red Lobster profitably and sustainably," says a company representative. "The first phase of the plan was to strengthen the fundamentals at Red Lobster by getting the right team in place, focusing on following a Simply Great operating discipline and running Fresh, Clean, Friendly and Full restaurants. "These initiatives resulted in record guest satisfaction scores--the highest in our history," she says. "We are now completing the second phase of the plan--refreshing the brand to emphasize fresh, delicious seafood prepared with culinary expertise. "The third phase of the plan is to begin growing new units again, which is starting this year."

In developing Wood-Fire Grilling, Red Lobster studied consumer preferences for more than 17 cooking methods, conducted more than 30 focus groups and tested wood-fire grills in 36 restaurants for more than a year. Consumers rated the technique as their most-preferred cooking method--especially for fresh fish, shellfish, chicken and steak, because it added such an appealing flavor. Red Lobster has also introduced a new wood-fire grilled menu, including eight new items. Guests also can choose "wood-grilled" as a preparation for any of the five to eight daily fresh fish species available on Red Lobster's new Today's Fresh Fish menu.