Industry News | August 14, 2006

Captain D's Unveils New Menu, Look, Logo

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Captain D’s Seafood has begun a comprehensive development and rollout of a new seafood eating experience to signal a bold new course for the future.

The new logo emphasizes the company’s core strength in seafood, featuring a stylized fish beneath the company’s name, with the words “Seafood Kitchen” across a blue ocean below. “We believe our new logo represents our seafood expertise, fun and authentic, underpinned by high quality and value,” said Captain D’s chief marketing officer Bob Kendzior. “The unique logo colors communicate tradition, freshness and warmth. The phrase ‘seafood kitchen’ is noteworthy as well – supporting our goal to be a welcoming kitchen where an evolving, contemporary menu keeps delighting our customers.”

In addition to keeping the all time traditional menu favorites like Captain D’s freshly battered fish filets and deluxe seafood platter, the kitchen will be cooking up a host of new grilled items. Customers can now choose from Alaskan Salmon, Tilapia, farm raised Catfish or Shrimp Skewers grilled and seasoned to perfection. They can also select Blackened seasoning with any grilled entrée along with a choice of sides.

Pasta brings an infusion of Old World taste and charm to the expanded menu as Zesty Shrimp Scampi, Creamy Shrimp Alfredo and Classic Chicken Parmesan pasta dishes come on board. Tender, savory seafood and chicken classics are blended with delectable pasta to bring a Mediterranean influence to the dining experience for those customers who prefer alternative eating options.

Captain D’s is also doubling the number of side items to 14, adding such consumer favorites as Cheddar Broccoli Casserole, Garlic Mashed Potatoes, Mac N Cheese, Cinnamon Apples and Peaches, and Roasted Red Potatoes.

Finally, a contemporary new store design is being unveiled beginning with a makeover of the Donelson store in suburban Nashville, Tennessee, where the very first restaurant in the chain opened in 1969. An inviting new restaurant exterior combines some of the traditional design elements with a blend of new features. Inside, new seating and bold graphics combine to create a welcoming and relaxing dining experience. For those customers who are technologically inclined the newly remodeled location will be Wi-Fi active shortly after opening, with additional power outlets to support laptop PCs.

The Donelson store will be gradually joined by the other Captain D’s locations in a phased-in remodeling program over the next three years, with more exterior and interior design changes planned for new restaurants in the near future. The new logo will roll out in advertising and store packaging on a system-wide basis by the end of this year.