movers are exactly the customers that Bahama Breeze hopes to capture. While some analysts might say that Darden is off to a slow start behind such competition as Cheesecake Factory or P.F. Changs, no company has been able to dominate the market. According to Paul Fox, Director of Training, Bahama Breeze is targeting a highly educated, more affluent clientele. This is an excellent example of Dardens recognizing a changing demographic element in American society and turning it into an opportunity. Socio-Cultural FactorsAnother environmental factor is socio-cultural. The socio-cultural segment is concerned with a societys attitudes and cultural values. (Hitt, Ireland, & Hoskisson, 2001) Today, more women are working outside the home and children are being cared for outside the home. Time is precious, and, as a result, a traditional dinner at home does not happen as frequently. In a speech given by Lori G. Borrud, she states, The survey data confirm that a greater percentage of Americans are eating away from home than ever before. In 1994 and 1995, 57 percent of Americans ate at least one food away from home on any given day, up one-third from 1977-78 when a previous USDA survey showed that 43 percent of Americans ate away from home. (Borrud, 1996). Given these statistics, Darden has an opportunity to expand its services. One possible reaction to this information is the development of a home delivery or take out business. Maggianos, an upscale family restaurant and Dardens competitor, has a Corner Bakery attached to its main restaurant, which offers quick dining options and take out food. This is in line with the direction American society is heading, and therefore presents an opportunity for increased financial revenue. This opportunity could quickly become a threat if Dardens competitors are able to meet the need first. Technological FactorsTechnology is a third environmental factor. The technological segment includes the...
