DARDEN RESTAURANTS, INC.S STRATEGIC EVOLUTION Dardens strategic evolution has been centered on customer service and quality. This dedication to the customer has been evident since the companys inception and is demonstrated in its strategic decisions. Darden knew superior service was critical to his success. At 19, Bill Darden opened his first restaurant in Waycross, GA. It was a 25-foot by 30-foot lunch counter called the Green Frog that featured "Service With a Hop." While Darden Restaurant Inc.s tactics for attaining success have continued to evolve, its emphasis on customer service has remained constant. One example of this is the Olive Garden restaurant. Olive Garden is the dominant leader in the highly competitive full-service Italian segment, with a market share of 18 percent. The restaurants sales, which have increased for 19 consecutive quarters, were up 9.0 percent for 1999, which outpaced the casual dining industry. The Olive Gardens outstanding performance is due to the companys emphasis on Hospitaliano!, which according to its management and marketing team is defined as Our Passion for 100% Guest Delight. (www.olivegarden.com).Another example of Darden evolving while staying true to its founding principles is the physical layout of Olive Garden. Darden recognized that customers needed more space at a table and that its restaurants floor plan needed to be flexible. Darden improved upon its original design and responded to customer needs by giving them additional dining space. This was more accommodating to families and demonstrated Dardens willingness to do whatever necessary to better each customers experience.A dedication to quality can be seen in the way Darden has emphasized its organizational culture, where culture refers to the complex set of ideologies, symbols, and core values shared throughout the firm that influence the way it conducts business (www.darden.com). One important value shared throughout Darden is an...
