Tour the New Captain D’s
A floor-to-ceiling reimagining of the Captain D’s seafood franchises is a hit with franchise owners and consumers alike
When Captain D’s opened its first restaurant, there was little doubt as to what the menu was all about. The “fishing pier” motif was everywhere, from netting and lures to pier pilings and other “Ahoy, Matey!” décor. It was new, it was different, and guests liked it.
Everything changes, however, and these days people heading to the beach are looking more for a resort experience than a day on the docks. Captain D’s listened to their comments and launched a redesign that has completely reimagined our look and feel from the ground up.
A cool, casual beach house
“People had gotten tired of the ‘old man of the sea’ look,” says Michael Arrowsmith, Chief Development Officer. “We’ve given our customers more of a beachside or resort-type environment. Coming into a Captain D’s now is more like walking into the vacation house you’d want to rent at the beach.”
The new look is bright and airy, with light colors and a more open feel. It’s coupled with extensive menu changes, including an entirely new grilled menu, so that the overhaul is a complete experience for the guests. First they see, and then they taste, the difference.
Longer in-store experience, more repeat customers
“Almost half of our business are walk-in guests versus drive-through service,” Michael says. “That’s unheard of in this industry. People really enjoy the surroundings now in a Captain D’s. They also like that their food is brought to them at their table, and that it is on real plates and served with real silverware. They like that they can get and arrange their condiments as they see fit.”
Add to that a friendly staff focused on customer satisfaction, and it’s easy to see why the remodel has made a good thing even better at our seafood franchises.
“People enjoy coming here,” Michael says. “The new look and feel reflects what Captain D’s is today. We listen to our customers, we listen to our franchise owners and their staffs, and we respond. We don’t do things in half measures, and that’s why when we roll out something, whether it’s a remodeled restaurant or a new menu item, it succeeds.”