In the three years since Philip Greifield took over as CEO of the 42-year-old QSR seafood brand Captain D's, he's worked to "right the ship" and reinvigorate the 520-unit brand.
He has innovated on the menu, adding more grilled seafood items, and in the design prototype, introducing a fresh new "beach design." At an average of 2,200 square feet, consistent with the brand's existing unit size, the restaurants now feature warm woods and shades of coral, blue and green. Each seats from 80 to 100 and features a mix of soft-seating booths, communal tables and smaller freestanding tables.
About the design and brand refresh, the company notes, "This isn't your standard fish restaurant — our new look focuses on creating a vibrant coastal experience and welcoming atmosphere. When you step inside Captain D's, our goal is to transport you to your favorite beachside destination. You'll also find new seating options for groups of six or more — perfect for that big family dinner, team celebration, or just a relaxing gathering with friends."
The new look as been introduced in remodeled stores in select Alabama markets and will be rolled out more broadly through additional remodels and new franchised units. With same-stores sales rising again — up 3.2 percent in 2013 — Captain D's is now squarely focused on growth with new franchise development efforts. Purchased by private equity firm Sun Capital Partners three years ago, the company last year was purchase by its current owner, Centre Partners.