G.J. Hart
Good afternoon, everyone, and thank you for your interest in Red Robin. Our third quarter results were largely in line with our expectations. We continue to be encouraged by the progress of our ability to drive guest interest in our Loyalty 2.0 relaunch and have increased confidence in its ability to be a long-term driver of our business due to positive guest feedback and revisitation of those guests. While the macroeconomic environment remains challenged, we believe the investments we made in this brand over the past 18 months have positioned us well to compete and win. We remain focused on what we can control, which is positioning our iconic brand as a high-quality gourmet burger occasion and delivering a great experience to every guest through our craveable burgers, bottomless fries, and fun and friendly atmosphere. We continue to monitor internal and external proof points to validate the work that we've been doing. I'm proud to share that our overall OSAT scores are up over 13 points since the beginning of the North Star plan. We have the highest Red Robin OSATs since at least 2016 and are above the industry average. I'm even more pleased to share the result that these efforts deliver comparable restaurant revenue that increased 0.6%. This performance exceeded the industry average as measured by Black Box Intelligence and included guest traffic that has closed a 500 basis points gap and is now in line with the industry. With this progress, we believe we will meet or exceed the industry average on traffic through the remainder of the year. Before I dive into more specifics, I'd like to extend a heartfelt thank you to all of our more than 20,000 team members around the country. Your dedication to improving every day and every shift is what drives our success and is key to the revitalization of our beloved brand. Over the course of the past several quarters, we have witnessed the impact of inflation on the consumer. As businesses were forced to raise prices to cover rising input costs, the consumer found their hard-earned dollars did not go as far as they had and had to make trade-offs within their budget, including visits to restaurants. As a result, Black Box Intelligent measures a 4.5% decline in casual dining guest traffic through the first three quarters of 2024. The response across the industry to this traffic decline has been an array of promotions that offer the same food and experience to the consumer at a discounted price. Red Robin's journey and our approach is somewhat different. You may recall when I started as CEO, we did the work to understand why Red Robin's performance had been so challenged for so many years prior. What we found was the value equation that was broken due to a well-intended but misguided cost cutting that degraded the guest experience. Back in 2022, prior to my arrival, Red Robin was engaged in deep discounting as a means to bring the price down to match the level of food and service. This approach and the cycle it creates does not lead to success. When I arrived, we made a decision to step away from the deep discounts and went to work doing a heavy lifting to improve the guest experience and rebuild the value proposition for our guests. I've talked extensively about the investments we have made to improve the quality of our food and service from introducing flat top grills to upgrading over 85% of our menu to deliver a true gourmet burger experience to adding team members to deliver great hospitality. I'm so proud of what our team has accomplished and the great food and experience our guests now receive. Our next step then is to find ways to bring guests into our restaurant to experience these upgrades. We are confident and our data continues to confirm that when a guest experiences the new Red Robin, they are very likely to come back. Recall, we tested higher levels of traditional marketing spending in the first half of this year. The team did great work to prepare this test, and we measured a traffic lift as a result. But our reality is that we do not have the resources to spend at the same level as some of our competitors. That means we have to be more creative, more nimble and deliver a better experience than our competition. During the first half of 2024, we are also prepared and tested other tactics beyond traditional marketing spending to drive guest visits. First is our successful loyalty relaunch that I'll talk about more in a moment. Second, is what we like to call appointment dining. These are selective and targeted promotional offers and currently include Monster Monday, where we serve Monster size items at reduced prices, including a $2 Monster burger patty upgrade, a $4 Monster Milkhake and $5 margaritas. On Tuesdays, guests can enjoy a $10 gourmet cheeseburger with a bottomless side. And on Wednesdays, kids meals are 50% off and include entree bottomless side and a drink. You'll quickly notice that these promotions have a few things in common. First, the promotion targets, days of the week that are less busy and we can drive incremental traffic. Second, the promotions target our ability to up-sell additional items to drive average check and introduce new favorites. And third, and most importantly, the promotions are largely dine-in only. This allows guests to fully experience all the investments that we've made over the past 18 months. Overall, we're pleased with the clear traction in guest traffic from this strategy, and we expect to continue this approach through the fourth quarter. While these types of offers come with a near-term investment, I would draw a clear distinction between our approach and that of our competitors. While they are reducing price for the same food and experience, our approach is designed to encourage new and lapsed guests to give us a try and experience a truly gourmet burger and an overall dining experience. We believe driving guests into experience the new Red Robin will accelerate the curve as we drive to return to traffic growth in 2025. Turning to marketing, we continue to be pleased with the efficiency of our marketing spend that we spoke about last quarter. Through a mix of dynamic digital, social, earned media and harnessing the power of our re-launched Loyalty 2.0 program to reach the right guests at the right time. We've proven that an effective marketing strategy can drive traffic into Red Robin. And we've continued to build on this momentum for the third quarter. We have invested in marketing capabilities including our own customer data platform and more dynamic storytelling in our web-based own channels. We have thoughtfully chosen to communicate and promote the great value already in our menu, such as our under $11 Red's Double Tavern Burger served with a choice of bottom aside and targeted messaging to promote the key appointment dining periods, I mentioned earlier. In addition, our recent creative menu innovations and limited time promotions have driven trial, breakthrough media and social buzz. Perhaps most notable was Our Triple-Patty Gold Medal Burger challenge time to correspond with the 2024 Olympic Summer Games. And we featured our spicy new burger, the Jalapeño Heatwave, a flavor profile that's trending with Gen