Multibranding - Yum!

Surf’s Up. Long John Silver’s is the clear
leader in quick-service seafood, with a
commanding 35% category share. We
plan to dive in to even bigger growth
through multibranding, which will make
us a true national powerhouse.
We drove our U.S. company same-store sales growth 3% in 2003
and will be the key multibrand partner for the other Yum! brands
going forward. In fact, Long John Silver’s will be the multibrand
partner in about one half of the 500 multibrand additions which
we expect will open in 2004. This “Fish First” strategy gives
us a lot of new opportunities for future growth.
In 2003, our Fish and Shrimp Treasure Chest Family Meal
was a huge success, increasing sales
of our family meals by 22%. We also
set an all-time weekly sales record
for the Lenten season — $17,000 per
restaurant — the highest weekly sales
in our brand’s history! And we made it
easier to eat our shrimp on the go with
our new Bucket of Crunchy Shrimp
promotion. We’re proud of our heritage of offering signature
batter-dipped products to millions of seafood lovers for nearly
35 years. With multibranding, the Surf’s Up! to create shrimp
and seafood excitement in the years ahead.
A&W All American Food has been offering
our signature frosty root beer floats, 100%
pure beef hamburgers, French fries, onion
rings and chili dogs for nearly 85 years.
When you’re the longest-running quick service restaurant chain
in the country, folks have lots of fond memories of A&W. Today,
as a multibranding growth partner, we offer our delicious food
as “Hometown American Favorites Made Fun.” We’re capitalizing
on our nostalgia by inviting our customers to come in and
ring our bell every time our teammates deliver on our Customer
Mania Promise. And if you haven’t tasted one of our frosty root
beer floats lately, drop by your hometown A&W to rediscover
how sweet it can be!
Steve Davis
President and Chief Executive Offi cer, Long John Silver’s, Inc. and
Chief Executive Offi cer, A&W Restaurants, Inc.
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