Today, I was browsing the Associated Press website through a google search and found out something very interesting. In an article by Lauren Shepherd at http://ap.google.com/article/ALeqM5hAnACDlY5dP65pdIHbxgqlNUpIOQD940A27G0 I found out that Bennigan's has begun re-focusing their strategies. In the days to come, Bennigan's has decided to re-establish its place in the bar segment, which yields a high margin. They also would like to focus on sandwiches and appetizers.
As you may know, Bennigan's has been competing with other sit-down chains like Applebee's and Chili's for years. I have always thought of Bennigan's as being the original. At the tail end of the 90s, the market that Bennigan's shared slowly diminished and we started to see Bennigan's restaurants disappearing. They then started going after Applebee's and Chili's and lost focus.
From working at Francorp, worlds largest franchise consulting firm, I have been able to see how valuable it is for a franchise group to maintain a focused brand image. Hopefully Bennigan's is able to salvage some of their market share in a category they should be considered forefathers in.
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