Jeffrey Bernstein - Barclays Capital
Analyst · Jeffrey Bernstein with Barclays
Yeah, as we set the table for this year, we believed that it was going to be a very, very difficult year for our category and most categories, particularly at the dinner day part. And our whole strategy was to focus on traffic, with the notion being that during these difficult times, if we could hold traffic or even increase traffic in this environment, get more people involved with the brand, more phones ringing, more people visiting our stores, even if we were using some lower ticket items as ways to attract that consumer and getting into some day parts that have traditionally lower tickets associated with them, that overall we were going to be in a much stronger position not only for our performance this year but how that was going to set us up for growth when the consumer comes back and the dinner day part gets healthier. And at least through the first three quarters, we are excited about the fact that we are traffic positive. I don’t think there’s a lot of people out there who are but we’ve got more people coming into the brand. We think that speaks highly to what we’ve done with expansion of our menu and working on day part with sandwiches and some of the other things that we’ve incorporated. Since our sales are only slightly positive for the year year-to-date, you can see that we are trading off a little bit of ticket in terms of some of the menu variations that we put out there but we think it’s absolutely the right strategy because again, when the dinner day part starts to become healthier, we are going to be the beneficiary of that. So the category is still tough, the dinner day part is still tough. We are glad that we are out there with a more diversified expanded menu. We think the players out there that don’t have those levers to pull and those things working on their behalf are probably going to take hits as a result. The more that they are a one-ball juggler at the dinner day part I think the more difficult it is going to be for them to grow traffic and ultimately grow sales. So I like where we are. As it relates to the local and regional players, you know, that’s 150 different discussions and it’s really by market, by operator but all in all, we think our menu expansion has helped us because oftentimes those local competitors, one of the advantages they had was a broader menu offering and the fact that we now have sandwiches, we have pasta, we have dessert items, we have some of the things that traditionally we have not offered we think puts us in a better position where we can go toe-to-toe with those guys. So generally, we feel good about our positioning but again, that varies greatly as you go market to market. I hope that answers your question.