Dec 2005 Financial News

Prestige Holdings brings to T&T Long John Silver's

Dec 07, 2005

PRESTIGE Holdings invites the country to "Come to the Sea" with its new fast food/ casual dining restaurant Long John Silver's, which officially opened last week in San Fernando, just outside the Gulf City Mall.

Long John Silver's, a popular seafood restaurant in the United States, has now come to our shores under the franchise ownership of Prestige Holdings to satisfy the needs of the fish and seafood lover or those wanting a new experience in fast food.

The menu at the outlet will be predominately fish, however it will also include a variety of other items like chicken, shrimp, lobster stuffed crab cakes and a range of salads and desserts. You will also be getting a local slant on some of the foods including something called 'Accra bites'.

The prices are very affordable running alongside current industry standards.

Speaking at the launch, Prestige Holdings CEO Dane Darbasie said, "We at Prestige Holdings have always prided ourselves on our ability to respond to the needs of the people of Trinidad and Tobago. That is why over the last few years, starting with our flagship brand, KFC, more than 32 years ago, we have added Pizza Hut, TGI Fridays, TCBY and more recently, Mrs. Fields Cookies and Pretzel Time, all catering for different tastes and different palates."

"Over the last few years, our customers, particularly at our KFC restaurants have been clamoring for us to provide fish all year round and not only during the Lenten period as has been the norm," Darbasie added.

He explained that after testing many brands the company found that Long John Silver's was by far the best received with a 98 per cent acceptance rate.

"This clearly told us that there was a niche to be satisfied. And so we immediately began discussions with Yum Brands, the franchiser, to bring Long John Silver's to Trinidad and Tobago in the shortest possible time," Darbasie said.

He added, "Today we feel proud to be here in San Fernando to launch this brand which will signal the emergence of a new sector within the market which will be somewhat of a cross between casual dining and the quick service restaurant concepts."

One of the fist questions on many people's lip would be, "Why launch in San Fernando?"

Darbasie said, "The answer is simple. We at Prestige have full confidence in the hospitality of the people of this great city and their ability to sustain the brand."

Driselle Ramjohn
The Trinidad Express
Wednesday, 7th December, 2005
http://www.trinidadexpress.com/index.pl/article_business_mag?id=121009445