Captain D’s Launches New Brand Campaign, “For the Love of D’s”

Fact is, people love Captain D’s, the fast casual seafood chain that operates and franchises 527 restaurants in 25 states. They love the taste, the flavor and the experience. Yet the brand has always leaned more toward the modest-side of embracing this infatuation until recently.

Under the leadership of Chief Marketing Officer, Jonathan Muhtar, alongside D’s new agency of record, TM Advertising, Captain D’s has officially launched its new brand campaign with a message to all its fans, “When you love seafood this much, it’s gotta be D’s!”

“In partnership with TM, we conducted consumer research and spent time in our restaurants to gain insights into the brand and our guests,” Muhtar said. “Based on what we learned, we repositioned the branding and creative content for our point-of-purchase and TV commercials.”

Research showed that people love many aspects of D’s, such as the style of food and its preparation. They also love the variety of menu choices which are served up in a friendly and welcoming environment. Moreover, they believe D’s provides a full meal at a better value than other restaurants. For these reasons, D’s has launched campaign which focuses on its brand strengths, Muhtar explained.

To launch the campaign, TM built three brand commercials, all set to air regionally beginning, naturally, on February 14, Valentine’s Day. The three commercials (the first of which can be found on D’s Facebook Fan Page), feature different characters all showing their love for the brand in fun witty ways.

As a part of the full campaign launch, D’s launched its new $4.99 Full Meal Deals, including its biggest fillet ever, the Southern-Style White Fish Dinner, as well as the Two Piece Hand-Breaded Flounder Dinner and the 12 Piece Butterfly Shrimp Dinner.

“Our guests will experience the same D’s flavor with a little more love,” Muhtar said. “This is for the love of our fans.”

Each of these marketing initiatives comes on the heels of a banner year for Captain D’s. Alongside what CEO, Phil Greifeld, calls his “A-Executive Team,” Captain D’s concluded fiscal 2011 with positive system wide same-store sales growth. What makes this achievement particularly noteworthy is the fact that this was the first time since 2003 that the entire D’s organization has achieved positive system wide same-store sales growth!

“To be same-store sales positive for the first time in eight years is a testament to our heightened level of execution and our focus on improving guest satisfaction,” Greifeld said. “Our positive sales momentum is building and we look forward to a terrific 2012 for the D’s brand.”

Headquartered in Nashville, Tennessee, Captain D’s owns, operates and franchises 527 restaurants in 25 states, plus military bases around the world. Captain D’s offers its customers great seafood at reasonable prices in a relaxed environment. Captain D’s restaurants serve a widely varied seafood menu that includes freshly prepared entrees, and the company’s signature hand-battered fish which is prepared to order to ensure freshness. The restaurants also offer premium-quality grilled fish, as well as shrimp, chicken, an expanded selection of home-style side dishes, hushpuppies, desserts and freshly brewed, southern style sweet tea, a Captain D’s favorite. Please visit