Bahama Breeze, which like Seasons 52 is part of Darden Restaurants Inc.’s specialty restaurant group, debuted in 1996 and has become known for its tropical drinks and Caribbean-inspired menu, its Latin flavors, and lively patio dining. Darden has been ramping up expansion of the brand, adding four units in the past year.
2014 Second 100 top 10 growth chains at a glance >>
Keys to Growth:
Systemwide Sales. Bahama Breeze reached $204 million in U.S. systemwide sales in the Latest Year, accelerating its growth rate to 19.3 percent from 10.3 percent in the Preceding Year. That bumped the brand up to No. 165 from No. 179 in the Top 200 census.
Growth in Estimated Sales Per Unit. Unit sales turned positive. Bahama Breeze saw an increase of 7.4 percent in estimated sales per unit in the May-ended Latest Year, after showing a 1.9 percent decline in the Preceding Year. Estimated Sale Per Unit for the Latest Year were $5.8 million, up from $5.4 million in the Preceding Year.
Social Media Use. Over the past year, Bahama Breeze has increased its social-media efforts, recently sponsoring a #SummerBeachBash push on Twitter and a #MyBBSelfie gift-card contest on photo-sharing platform Instagram.
Island Insider program. Like Seasons 52, Bahama Breeze has cultivated an email program for special offers as well as menu and event information.
U.S. Unit Growth. As of May 25, 2014, Darden had 37 Bahama Breeze units, up from 33 in May 2013, an increase of 12.1 percent.
Contact Ron Ruggles at [email protected].
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