October 2014
Intermediate to advanced
618 pages
19h 56m
English
Content preview from Restaurant Franchising, 3rd Edition
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416 Restaurant Franchising
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CASE STUDY
BENNIGAN’S: REBIRTH AND GROWTH
According to Mr. Mangiamele, the CEO of Bennigan’s, “Rebirth,
rebranding, resurgence, or whatever you call it, brands strong
enough to make it to mid-life inevitably face a time when it’s
imperative to also revolutionize.” This very true statement is being
applied to renaissance of this new casual dining paradigm.
In 1976, many talented franchisees and executives, includ-
ing company icon Norman Brinker, built opened the first Ben-
nigan’s and built a brand with great integrity. By the early 1980s
Bennigan’s had become one of the best known of the new style
mid-range casual dining ...
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