Blog Post #2

Darden Restaurants is unique because it is not just a series of chain restaurants but a series of chain restaurants that all have their own unique food and atmosphere. Like I was explaining in the previous blog post, Darden has themed restaurants that incorporate food and atmosphere. Bahama Breeze is Caribbean style food in a Caribbean tropical style setting. Red Lobster is a seafood restaurant in a somewhat ocean like setting. Olive Garden is Italian food in an Italian themed restaurant. Longhorn Steakhouse is a Western themed steakhouse in a Western hospitality setting. Upon entering each of these restaurants, the atmosphere gives you a sense of what the overall theme and what the goal of the establishment is. This is done on purpose probably partly due to Darden’s marketing professionals so you can get an overall sense of what your visit at the particular restaurant will be like.

The authenticity of Darden Restaurants is purely genuine. The product that is supplied is not only the dining experience, but the actual product that is created, the food. When I watch Darden Restaurants commercials, I often hear the same phrase, “Authentic food.” Darden is trying to relay the message that their recipes are created from professional chefs and all ideas are original and of course authentic. This is how they sustain their originality and how they have become the world’s largest chain restaurants. Consumers hear authenticity and the flock to it. When something is authentic, it is real, made from real ingredients, and that shows the seriousness of Darden about the way they make and present their product.

There are many branding details that contribute to the success of Darden Restaurants. Every detail counts. The name Darden has come from the man who started it all, Bill Darden. He opened the first Red Lobster in Florida, and expanded the brand at its success. The name Darden has now become a household name in restaurant hospitality, and is well respected. The logo of Darden is just a simple font with all capital letters. Nothing too fancy, and nothing too eccentric. I believe this was done intentionally to prove that Darden Restaurants does not need flash in order to be taken seriously and that Darden is just simple fresh restaurant dining. The slogan/motto for Darden is “the largest casual dining restaurant company in the world.” This slogan was created to let consumers know Darden’s status and ranking among the competition. The symbolism of Darden Restaurants is really interesting to me. When looking at the symbols used for each restaurant, its obvious that these are themed restaurants, and Darden really wanted the consumer to know this. Longhorn has the bull horn or the “longhorns,” Red Lobster as the lobster, Olive Garden has the wine grapes, and Bahama Breeze has the palm tree. All obvious symbolism that doesn’t take much thought.

The overall personality of Darden Restaurants is a fun friendly affordable casual restaurant. Darden concentrated on creating their restaurants for middle class people who can go out for a meal in an affordable and casual way. They centered on no hassle, drama free dining, and have succeeded.