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  "documentTitle": "Darden Restaurants, Inc. (DRI)",
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  "authorName": "Jeffrey C. Smith",
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      "text": "Darden's advertising mix involves a high level of traditional media, reducing the efficiency of advertising dollars. The vast majority of Darden's advertising dollars are spent on expensive, usually low ROI channels.",
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      "text": "Our research indicates that Darden continues to spend significantly on TV, print, and couponing despite the successful shift by competitors to more contemporary advertising strategies. Though Darden has started to spend a little more on online/mobile/social, it is still far behind competitors. Darden does not even have an Olive Garden app! Darden needs to establish Wi-Fi in restaurants and utilize a mobile app for ordering.",
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      "text": "(1) Representative benchmark for major restaurant companies based on advisor's analysis.",
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