This is part of Nation’s Restaurant News’ annual Second 100 report, a proprietary census ranking restaurant brands Nos. 101-200 by U.S. systemwide sales and other data. This special report focuses on a smaller, more growth-oriented universe than the Top 100 report.
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Seasons 52, a division of Orlando, Fla.-based Darden Restaurants Inc., remained in the Top 10 growth ranking, but fell to No. 9, with 22.2-percent growth in U.S. systemwide sales in the Latest Year. In the Preceding Year, it held the No. 7 spot.
Darden opened its first Seasons 52 restaurant in 2003, in Orlando. As of May 31, Darden had 43 Seasons 52 restaurants, rising from 38 in the prior-year fourth quarter.
Seasons 52’s U.S. systemwide sales in the Latest Year were $239.5 million, compared with $196 million in the Preceding Year.
The “fresh grill and wine bar” earned a reputation for its chef-inspired menu that features items in the “lighter” category. Most items on the menu have 475 calories or less, which resonates with health-conscious customers.
Seasons 52 also pioneered mini desserts, with a caddy from which customers can select shot-glass-sized servings of sweets ranging from Key lime pie to carrot cake. The chain has also found success by offering a broad selection of wines.
Keys to growth
High-volume restaurants: Seasons 52 restaurants are high-volume operations. Estimated sales per unit in the Latest Year were $5.9 million, rising from $5.7 million in the Preceding Year.
Menu leadership succession: In September 2014, Jim Messinger succeeded Seasons 52 founding chef Clifford Pleau, who left to become vice president of research and development at Bloomin’ Brands Inc. and its Bonefish Grill chain. Messinger had been director of culinary development for sister Darden brand LongHorn Steakhouse. Before joining Darden, Messinger was chef de cuisine for Disney’s Contemporary Resort at Walt Disney World.
Solid same-stores sales increases: In June, Darden reported that Seasons 52’s same-store sales in the fourth quarter ended May 31 rose 3.1 percent over the same period last year. For fiscal 2015, the chain posted a 2.3-percent increase in same-store sales.
Contact Ron Ruggless at [email protected]
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