Captain D’s wants to be a bigger fish in local markets

Steve’s breakdown: It seems things are still fluid at Captain D’s. In August we reported that Zimmerman resigns Captain D’s account and now this. My advise is to get in there and start talking up local marketing big time; especially since they have not hired a national AOR.

NASHVILLE, TN: Strengthening and enhancing Captain D’s executive team, Phil Greifeld, CEO and President, announced its newest member, Margo Mize, as its Senior Director of Local Store Marketing. Mize joins the Captain D’s team after working as Director of Marketing for Fatz Café Restaurants, where she developed an extensive marketing strategy for 47 restaurants throughout the Southeast.

“We are excited to have Margo join the marketing team, as she is adding a tremendous amount of experience working on local marketing initiatives with various brands in the franchising industry,” Greifeld said. “In an effort to strengthen our presence in local markets and continue bringing new tools for our franchisees, Margo will spearhead initiatives locally by creating effective ways to increase market share.”

In her new position with Captain D’s, Mize will focus on local market campaigns while working with Captain D’s regional marketing managers, field operations teams and restaurant owners. Mize will develop and execute field marketing tactics to help organize, communicate and track results to increase traffic flows from inside and outside the restaurant.

“Joining the Captain D’s team as the Senior Director of Local Store Marketing was a great career move for me because the brand is iconic and successful. Captain D’s has incredibly loyal customers who are passionate about the future of the brand” Mize said. “I’m really looking forward to being a part of the team as they continue to evolve and expand their top quality food and great customer service.”

After working in the marketing field for 20 years in various roles, Mize brings to Captain D’s a resume that includes experience with Café Enterprises, SmileMakers — a division of Staples Inc. — and Ryan’s Restaurant. The knowledge and successful experience she carries to Captain D’s comes in the form of developing strategies for marketing new products, increasing store traffic, customer frequency, and executing local market strategy. This experience will directly support the new direction of the Captain D’s brand in 2011 and beyond.

“I am excited about working with the Captain D’s executive team, the marketing team and the franchisees on local market initiatives that will enhance the way our customers view the brand and our role in the local community,” Mize said.

Mize’s appointment is the latest in a series of new hires by Greifeld — including Joanne Kemp, Director of Quality Assurance; Monte Jump¸ Executive Vice President of Marketing; Janet Duckham, Vice President of Procurement; Michael Lippert, Executive Vice President of Operations; and Peter Gibbons, VP of Product Development. Each of these executives will serve key roles in strengthening the leadership of the brand.

“This is an exciting year for the Captain D’s brand, as we are laying the foundation of a strong executive team and building a growth strategy for the remainder of 2011 and beyond,” Greifeld said. “Margo will be an integral part of that strategy development, which is aimed at benefiting our brand and franchisees in every market.”

ABOUT CAPTAIN D’S
Headquartered in Nashville, Tennessee, Captain D’s owns, operates and franchises 527 restaurants in 25 states, plus military bases around the world. Captain D’s offers its customers great seafood at reasonable prices in a relaxed environment. Captain D’s restaurants serve a widely varied seafood menu that includes freshly prepared entrees, and the company’s signature fried fish which is freshly hand-battered and prepared to order to ensure freshness. The restaurants also offer premium-quality grilled or baked fish, as well as shrimp, chicken, an expanded selection of home-style side dishes, hushpuppies, desserts and freshly brewed, southern style sweet tea, a Captain D’s favorite. Please visit http://www.captainds.com.

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