Grilled Menu, Unit Redesign Power Captain D’s Sales

Same-store sales continue to rise at Nashville-based Captain D’s, but very little else has stayed static. Sales were up better than 9% in fiscal 2012 at company-owned restaurants and 7.5% at franchised locations—both records for the 520-unit chain.

The new broiler in the kitchen has a lot to do with it. The company has rolled out a new fire-grilled menu—prominently displayed on new state-of-the-art menu boards— prepared on its custom broiler. More gradually, the chain is remodeling its stores with a fresh, contemporary beach design. Twenty-two company-owned Captain D’s have been completely remodeled; all stores eventually will get the new look. The company hasn’t set a specific time frame for the changes, but says that by January 2014, all restaurants in its 25-state system will be equipped with the D’s broiler.