Andrew H. Madsen
Analyst · Morgan Stanley
Thank you, Brad. As Clarence and Brad have already mentioned, we're clearly disappointed with our second quarter performance. So this morning, I'm going to spend more time discussing the broader industry and competitive dynamics we need to address to strengthen our same-restaurant sales trends going forward and less time on the second quarter brand-by-brand, promotion-by-promotion operational details. So stepping back, our view is that industry sales growth will be modest once again next year, calendar 2013. And so what we will continue to see in casual dining is a highly competitive market share contest. This reality reflects important consumer changes over the last several years, changes that have resulted in a decline in category usage. The decline is most noticeable among more economically constrained households and, to a lesser degree, among Gen X and millennials. And for all 3 groups, the primary issue is affordability. These consumers want to use casual dining more often than they do today but often do not feel that they can afford to do so. As a result, large chains have been increasing use of promotional price incentives, from nationally advertised promotions and couponing to increased levels of more targeted digital offers, and the promotional intensity has, if anything, been ramping up recently. Now at the same time, what is also clear and important is that not all guests are motivated primarily by need for greater affordability. Over the past several years, we've also seen a growing desire among more economically secure guests for distinctive, higher-quality dishes that also have higher prices. In addition, many guests, millennials in particular, want more convenience in their total restaurant experience and menus that offer more freshness and greater flexibility to dine the way they want. So the key issue for us has been how to respond tactically from month-to-month and quarter-to-quarter in a way that addresses an urgent need for affordability among some guests while ensuring that, strategically, we're doing what is required to strengthen and evolve our brands in ways that appeal to all guests and strengthen and evolve our organization so that Darden remains in the industry leader for years to come. As we weigh how we're doing in maintaining appropriate balance, our assessment is that we're making significant progress on important priorities that evolve our brands so they are better positioned for the future across all guest segments but we have not responded aggressively enough or effectively enough to address the needs so many guests have for affordability right now. And here are few examples of what we've already done to put the planks in place to grow our guest base over time. All 3 of our large casual dining brands have recently introduced new advertising campaigns that help them create a more distinct brand identity and communicate compelling news about the guest experience that each offer. LongHorn and Red Lobster have each introduced meaningfully improved core menus, and Olive Garden has begun a phased implementation of compelling new platforms to their menu. Now this is important because 80% to 90% of what our guests order are items off these core menus. These menus include a wider choice of affordable dishes, wider dishes as well as a wider choice of more distinctive dishes at slightly higher prices. While it will take time for this menu improvements to lead directly to increased guest counts, early results at all 3 brands are encouraging. LongHorn has completed a remodel of their existing restaurant base, and Red Lobster will be approximately 75% complete with their remodel program by the end of this fiscal year. Both programs have significantly elevated brand perceptions among all guests and contributed to value-creating guest count growth. Olive Garden is preparing to implement their remodel program in the second half of this fiscal year. We've also implemented organization structure changes in operations and marketing for all 3 large casual dining brands that are designed to do 2 things: first, to strengthen execution against our core fundamentals, especially as our restaurant base grows, which, again, is important for all guests; and second, to accelerate development of an array of innovative new programs that are each designed to appeal to different guest segments and help grow guest counts. And finally, we're building an appropriately robust technology platform that can support targeted digital marketing campaigns and the digital engagement our guests increasingly expect and do so in a way that gives us competitive advantage. When we look at the other side of the equation, providing the affordability many guests need right now, we have not been as consistently effective with our short-term tactics as we need to be. Fundamentally, we've been a little too protective of brand image, guest satisfaction and margin and as a result have not been sufficiently competitive to attract a more economically constrained guest looking for a great deal. We've also not responded quickly enough to communicate enough news across enough channels to consistently keep our brands top of mind. Our second quarter is a good example. Because during the quarter, we took 3 calculated risks in our promotions that in hindsight did not appropriately take into account today's realities. First, we decided to raise the price of Olive Garden's Never Ending Pasta Bowl promotion $1 dollar this year to $9.95 in order to fund more price-pointed promotional weeks later in the year than we had last year. However, the traffic hit as a result of this price increase was much bigger than we planned. Second, at Red Lobster, we began the year with a strategy to run 5 longer promotions this year instead of the 7 shorter promotions we ran last year in order to free up funds to invest in advertising behind the launch of Red Lobster's new core menu. The net result is that, beginning in the first quarter and continuing into the second quarter, guest traffic at Red Lobster during the added weeks has been lower than we planned, and this was most pronounced during October, when Endless Shrimp ran out of steam after 12 weeks on air. And third, we decided to launch LongHorn's Stuffed Filet promotion without a price-point feature. This is a very distinctive dish with great guest satisfaction, and it certainly helps elevate LongHorn's steak expertise credentials. But it also carries a premium price, and in this environment, that likely contributed to guest count softness in October and November at LongHorn. So given all these, we are making definitive changes to our second half plans to strengthen same-restaurant sales performance. Now we do not believe it benefits us to publicly disclose too much about our plans. In fact, we believe we need to be competitively less predictable, because we have seen some competitive preemption of our recent promotions. So I'm not going to discuss specifically the changes we're going to implement. But I will say that Red Lobster, LongHorn and Olive Garden, have replanned the second half promotionally in ways that will more aggressively attack affordability, which means more promotions that are fundamentally about communicating a great deal and less about communicating brand-building news. It also means more price-pointed promotions with shorter duration than we previously planned. In addition, each of our 3 large brands is also significantly elevating the number of targeted digital offers that they will send their guests to help keep our brands consistently top of mind. Now ultimately, our approach is intended to grow total operating profit by broadening the appeal of our brands and growing guest counts, even if profit per guest and margin as a percent of sales is slightly lower. Until we get further down the road, it's difficult to assess in a very precise way the trade-offs in the short term between better guest count traction and somewhat lower margin per guest, and that difficulty is reflected in our earnings outlook for the year. We're also zeroing in on ways to make sure we aggressively leverage our new operation structure to further elevate execution in our restaurants today and as a result build stronger guest loyalty for the future. And with that, we'll take your questions.