Chain Engineers ‘Beachfront’ Prototype to Provide More Real Estate Flexibility; Paves Way for Other Operators to Reuse Existing Footprints
When Captain D’s, the 520-restaurant fast-casual seafood leader, was re-engineering its new “Beachfront” restaurant prototype, the mission was two-fold: create a fresh look and feel to match the sales-driving success of its revamped brand and menu, and provide restaurant operators a flexible package for both existing restaurant conversions and existing Captain D’s remodels.
To prove the potential of taking an existing restaurant space and converting it into a successful new operation, Captain D’s converted an existing restaurant space that had housed an Arby’s in Birmingham, Alabama’s Five Points area (2259 Bessemer Rd. at Five Points West), turning it into Captain D’s first corporate store in nearly 10 years.
“Our Five Points location gives us two great assets: It demonstrates our focus on reinvesting in our brand with corporate stores, and it showcases the future potential of what a converted existing restaurant looks like,” said Michael Arrowsmith, Chief Development Officer.
Captain D’s leadership spent the previous three years re-engineering a complete overhaul of the brand to better position it for sustained future growth. Now, on the heels of 13 consecutive quarters of positive same-store sales growth, the brand is back to its “hot again” status and is attracting top-level multi-unit and single-unit operators.
In September, Captain D’s continued its recruitment of in-demand operators by signing a five-restaurant agreement with Tony Lutfi, one of the nation’s most prominent multi-unit franchisees, whose Marlu Investment Group operates locations of Jack in the Box, Sizzler, Little Caesars, Arby’s, Church’s Chicken and, most recently, TGI Fridays.
“The turnaround that Phil Greifeld and his team at Captain D’s have put together the past few years has been incredible,” Lutfi said. “I was drawn to the new building designs and the best-in-class seafood — which we’re very excited to add to our portfolio — but what really assured me that Captain D’s was right for my company was meeting the leadership team and knowing that their corporate vision aligns with Marlu’s. The four pillars of my company are taking care of customers, taking care of employees, protecting the brand and operating profitably, and I know Captain D’s shares those values.”
For Captain D’s franchise information, please visit http://www.captaindsfranchising.com.
Based in Nashville, Tennessee, Captain D’s owns, operates and franchises 520 restaurants in 25 states, plus military bases around the world. Captain D’s offers its customers great seafood at reasonable prices in a relaxed environment. The brand’s restaurants serve a widely varied seafood menu that includes freshly prepared entrees and the company’s signature hand-battered fish, which is prepared to order to ensure freshness. The restaurants also offer premium-quality grilled fish, as well as shrimp, chicken, shrimp and beef kabobs, hushpuppies, desserts, and freshly brewed, Southern-style sweet tea, a Captain D’s favorite. For more information, please visit www.captainds.com.
