The Secret to Success is Sustainability
How did Captain D’s become the nation’s leading fast-casual seafood franchise? We stuck to a basic formula of meeting our customers’ demands and setting up our Franchise Owners for success. How do we remain the leader in our category? By staying on trend within our industry and ahead of the curve on what today’s customers want. It doesn’t just begin and end with tasty food and a great customer experience. At Captain D’s, we look to the future of our business, our customers and our environment. We do things differently. We are making some waves and it’s getting noticed.
Recently, we were featured in an article for Nation’s Restaurant News about seafood sustainability and its impact on our business.
The article highlights how sustainability has gone from “a nice-to-have to a need-to-have.” The point is proved further by the National Restaurant Association’s “The State of Restaurant Sustainability 2018” report, stating that environmental sustainability is a top menu trend this year.
With our top-selling item being fresh batter-dipped, sustainable Pollock, it’s fair to say that this trend is serving us well. We keep the planet’s health in mind by focusing our fishing on the North Pacific for our Salmon and the coast of Alaska where the fish are healthy and plentiful. We strive to remain educated on the best sourcing practices like these to ensure our ingredients are the safest and most delicious.
However, it’s not just how our seafood is caught that keeps customers coming back, it’s also how we prepare and serve it. At Captain D’s, we only use whole cut filets, you won’t find any mashed up, square patties here. Plus, we offer a grilled menu—along with other healthier options.
So, yes even though sustainability is a hot topic, we know it’s only one part of our recipe for success.
“Not all of our guests ask about these topics currently, but they credit us for great taste, quality and value of our seafood,” said Jason Henderson, Captain D’s Vice President of Product Innovation. “Wild, sustainable fish remain a key part of our 50-year-old brand’s success.”
Sure, we’ve been around for a long time but we’re the franchise of the future. The demand for our product has continued to grow exponentially and the global seafood market is expected to be valued at $155.3 billion by 2023.*
After serving delicious seafood at an affordable price for nearly 50 years, it’s a little funny for us to hear that we’re “trendy.” To us, great tasting seafood sourced responsibly is a true-blue classic. But, trendy or not, we know one thing for sure—through sustainability, healthier grilled options, and our ability to keep our menu fresh without adding kitchen complexity or higher costs for our Franchise Owners—now is the time to own a Captain D’s.
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