Darden rolls out new restaurant prototype
By Bob Mervine
December 5, 2002
ORLANDO (Orlando Business Journal) -- Darden Restaurants' latest bid for success will be a fresh grill and wine bar concept called Seasons 52, set to open in February on Orlando's Restaurant Row.
The emphasis will be on seasonal food from around the world, presented at its peak of freshness in a menu that will change weekly and be served only at dinner.
The plan is based, in part, on the $4.4 billion company's global purchasing power as well as research which indicates increasingly sophisticated American diners are looking for fresher, healthier food.
"The TV cook shows have created an explosive understanding about the quality of food and wine," says New York-based restaurant consultant Malcolm M. Knapp.
Knapp, who describes Seasons 52 as "very much on target," says an eight year-long trend for fresher, better quality food and ingredients means the new concept "really fits what people are thinking about."
Unlike many large restaurant chains, such as Tampa-based Outback Steakhouse, Darden has grown by developing new concepts rather than buying them. In recent years, Darden has expanded from its two base concepts, Red Lobster and Olive Garden, adding three new chains; Bahama Breeze, the now-closed China Coast and Smokey Bones. The first operational test of the Seasons 52 eatery will open in February in a Restaurant Row location among southwest competitors such as Roy's, Ruth's Chris Steakhouse and the Samba Room.
Darden has spent the last two years researching and refining this 250-seat, 7,800 square foot restaurant. The exterior, overlooking a lake, has a contemporary feel. A mock-up of the interior, which is still under construction, features dark mahogany wood and locally-produced artwork and murals.
The menu will have a decidedly health-conscious feel to it: The team working on the concept includes a consulting nutritionist.
Virtually every appetizer and entree item will either be grilled over an oak or mesquite fired grill or in an enormous stone-hearth pizza oven. Sauces will be downplayed, while tastes will be bolstered with flavor-enhancing ingredients such as Marvel-striped tomatoes from Sonoma County and Copper River salmon from Washington state.
For instance, menu items will include an appetizer portion of Black Mussels steamed in orange ginger broth. An entree salad revolves around fresh-caught Pacific King Salmon paired with fresh asparagus and a ginger soy dressing.
The bar is heavily focused on domestic and imported wines. George Miliotas, formerly manager of Disney's California Grille and a master sommelier candidate, has been developing the wine list for over a year.
It will include about 110 domestic and imported wines, including 60 to 70 which may be purchased by the glass. Limited production of wines from South Africa and Australia will be featured.
Restaurateur Dave Manuchia, president of Orlando's Restaurant Partners Inc., applauds the move, saying Darden is focusing on "how Americans will want to eat over the next 10-15 years."
Knapp isn't quite as convinced. He concurs that Darden has a highly-developed "package goods-type" research mentality in developing new concepts that then move into a test phase.
"But testing doesn't always produce results," Knapp says.
Knapp compares Seasons 52 to a "concept car," a phrase used by automakers to describe a one-of-a-kind vehicle used as a platform for new ideas. It may, or may not, turn into a new chain, says Knapp. "But whatever the result, there will be learning."
Manuchia also points out that this is an important and potentially lucrative test. "When they try a new concept," says Manuchia, "$1 billion in sales is their goal."
Knapp also believes that this isn't the last new concept Darden will roll out. "They do an every-three-year check of the market to see what isn't being done. That's where they want to go next."
By Bob Mervine
December 5, 2002
ORLANDO (Orlando Business Journal) -- Darden Restaurants' latest bid for success will be a fresh grill and wine bar concept called Seasons 52, set to open in February on Orlando's Restaurant Row.
The emphasis will be on seasonal food from around the world, presented at its peak of freshness in a menu that will change weekly and be served only at dinner.
The plan is based, in part, on the $4.4 billion company's global purchasing power as well as research which indicates increasingly sophisticated American diners are looking for fresher, healthier food.
"The TV cook shows have created an explosive understanding about the quality of food and wine," says New York-based restaurant consultant Malcolm M. Knapp.
Knapp, who describes Seasons 52 as "very much on target," says an eight year-long trend for fresher, better quality food and ingredients means the new concept "really fits what people are thinking about."
Unlike many large restaurant chains, such as Tampa-based Outback Steakhouse, Darden has grown by developing new concepts rather than buying them. In recent years, Darden has expanded from its two base concepts, Red Lobster and Olive Garden, adding three new chains; Bahama Breeze, the now-closed China Coast and Smokey Bones. The first operational test of the Seasons 52 eatery will open in February in a Restaurant Row location among southwest competitors such as Roy's, Ruth's Chris Steakhouse and the Samba Room.
Darden has spent the last two years researching and refining this 250-seat, 7,800 square foot restaurant. The exterior, overlooking a lake, has a contemporary feel. A mock-up of the interior, which is still under construction, features dark mahogany wood and locally-produced artwork and murals.
The menu will have a decidedly health-conscious feel to it: The team working on the concept includes a consulting nutritionist.
Virtually every appetizer and entree item will either be grilled over an oak or mesquite fired grill or in an enormous stone-hearth pizza oven. Sauces will be downplayed, while tastes will be bolstered with flavor-enhancing ingredients such as Marvel-striped tomatoes from Sonoma County and Copper River salmon from Washington state.
For instance, menu items will include an appetizer portion of Black Mussels steamed in orange ginger broth. An entree salad revolves around fresh-caught Pacific King Salmon paired with fresh asparagus and a ginger soy dressing.
The bar is heavily focused on domestic and imported wines. George Miliotas, formerly manager of Disney's California Grille and a master sommelier candidate, has been developing the wine list for over a year.
It will include about 110 domestic and imported wines, including 60 to 70 which may be purchased by the glass. Limited production of wines from South Africa and Australia will be featured.
Restaurateur Dave Manuchia, president of Orlando's Restaurant Partners Inc., applauds the move, saying Darden is focusing on "how Americans will want to eat over the next 10-15 years."
Knapp isn't quite as convinced. He concurs that Darden has a highly-developed "package goods-type" research mentality in developing new concepts that then move into a test phase.
"But testing doesn't always produce results," Knapp says.
Knapp compares Seasons 52 to a "concept car," a phrase used by automakers to describe a one-of-a-kind vehicle used as a platform for new ideas. It may, or may not, turn into a new chain, says Knapp. "But whatever the result, there will be learning."
Manuchia also points out that this is an important and potentially lucrative test. "When they try a new concept," says Manuchia, "$1 billion in sales is their goal."
Knapp also believes that this isn't the last new concept Darden will roll out. "They do an every-three-year check of the market to see what isn't being done. That's where they want to go next."