BJ’s Restaurants Inc. reported a 29-percent decrease in profit for the fourth quarter Tuesday, saying sales trends are softening as consumers pull back on dining out in light of payroll tax increases and other pressures.
The second half of the article in Restaurant News goes on to explain how Greg Trojan, the newly appointed CEO will be targeting several areas for improvement, including raising awareness of the brand in all markets. Not being familiar with BJ’s I did some snooping on their website to find their locations. To say they they were “all over the map” is an understatement. Sixty-two restaurants in California and twenty eight in Texas, that seems to make sense. But then I realize they’re in seven other different states with only one or two restaurants. So going back to the CEO’s statement of raising awareness in “all markets”…Sounds like a lot of effort and a lot dollars! Maybe resources would be better spent on researching and developing strategies for streamlining their value chain and competitive scope.